When I help my clients with creating a marketing system for their Small Business, one…
5 Ways to Spring Clean Your Content Strategy
Well winter is well and truly gone, and that means it’s time for a little ‘spring cleaning’ and not just of your living room.
The spring season is all about new beginnings and new growth so it’s time to step back and take a look at your content strategy so you can decide what needs a little ‘spring cleaning’ in order for it to grow your client base.
Lucky for you, I’m here to help!
I’ve pooled all my marketing and comms expertise, and I’ve got 5 foolproof and easy to execute ways to change up your content strategy this September:
1. We have to glance back before we can look forward.
You might be looking to reinvent your content, but that doesn’t mean you should completely ignore everything you’ve done thus far. You’re previous content strategies and how they performed will tell you a lot about what you should be doing in the future.
Have a look at what got a lot of views or responses and take note of what didn’t. From there you can determine a lot of things. Maybe you’ll notice that your videos got double the amount of interaction that your picture posts did; if so, it’s probably a good idea to invest more time in video. Maybe you noticed that when you posted your blog on a Monday, it got consistently less attention than when you posted it on a Friday; if so, make sure you have your blog ready to post on a Friday.
You don’t need to start completely from scratch to reinvent your content; take what worked from the past and scrap what didn’t.
2. Choose some new mediums.
Don’t be afraid to branch out and try some new platforms. Maybe you’ve been having pretty consistent success with Facebook, well why not give Instagram a try? Maybe your blog series has been doing really well, but you’re looking to expand your audience; how about translating those blogs into a podcast series?
Picking some new mediums gives you the chance to repurpose old content into a new format for a new audience, which is (in my opinion) a very easy way to reinvent your content and expand your reach.
3. Try setting up marketing automation.
I know I harp on about this one but seriously it will make your life so much easier, and your customers so much happier. This is a sort of ‘set and forget’ approach to marketing. You’ll need to put in the hard yards at the start to decide what sort of journey you want each type of customer to take with your business, and build all the emails, landing pages and newsletters but then you take a step back and let your automation platform do the work for you. When someone clicks subscribe, they’ll automatically get their thank you email. When they purchase they’ll get an offer for 10% off their next purchase, and when they use that they’ll get invited to join your loyalty program and so on and so on.
If you’re looking to move your content strategy into the 21st century and get some real results, then I cannot recommend marketing automation enough.
4. Find some new topics.
Content marketing isn’t like traditional advertising; you’re not just plugging your business and constantly highlighting a product. Although the end game is to convert ‘Looky-Loos’ into purchasing clients, content marketing really is about creating content that adds value to your audience; things that they are actually interested in reading or watching or listening to.
If you sell mountain climbing gear then you want to be writing content that mountain climbers would want to read; sometimes it might specifically relate to a product you sell and sometimes it won’t but the point is to bring the right sort of clients to your website, and the right content will do that.
5. Ask your clients what they want!
This might seem like drawing back the curtain to reveal the Great Wizard of Oz, but at the end of the day clients know that businesses invest in marketing, so ask them what they want to hear from you. Do they want videos with new product highlights and tutorials? Do they want fun, informative blogs? Do they want a podcast series interviewing some of the best in the industry?
Hold a Facebook Poll or ask a few trusted friends who fit your client mould and decide on a new content strategy from there.
Well, there you have it! If you’re looking to reinvent your content strategy this season then give some of these a go, a little ‘spring clean’ can make a whole world of difference.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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