Developing an effective content strategy – part 1

Why every brand needs a content strategy

I started writing this article by not actually writing at all. I started it by frantically scribbling all my thoughts of how I would approach it in my notepad. I began with how I usually approach writing articles – address the 5 w’s (who, what, when, where, why) – and then go deep into the how.

I thought I’d aim to address the who, what, when and where in the introduction, ideally in a sentence or two. Then, I’ll have a header explaining why you need a content strategy, followed by explaining how (a good tip for all you copywriters out there, kudos to my mentor, Grand Master Yod- I mean, Jackie). 

After some time scribbling in my notepad like a madman (or should I say… Madmen? Just a wee copywriting pun there. Yes, I am trying too hard at this point), I thought, why don’t I fully embrace one of the fundamentals of Copywriting and actually write like you’re sat here with me, whoever you are, right here, right now – granted, with a bit of embellishment, as you shall see. Yes, I feel like a colossal muppet. I feel like this could be the first step into my descent into madness, if I haven’t started already. Here I am, literally making an imaginary friend, not that I, er, need friends. Way too cool for that. 

So here we go. 

Why do I need a content strategy?

Well, this question is really two parts. It’s – why you need content – and – why you need a strategy for said content. For the purpose of this article, I won’t go into too much detail about why you need content, but principally, you need it because:

• It serves as a medium to communicate with customers
• Brand awareness increases
• It improves brand authority 
• It helps to generate leads
• It helps your SEO
• Customers become more loyal to your brand
• It increases visibility

Now onto why you need a content strategy. You need a content strategy to know how you will implement your content. You need to know where you’re going. If the content itself is the action, the strategy is the route you’re taking. 

When I think about content, strategy and measurables, I like to think of it like I’m a Platoon Commander (I’ve watched far too many military history documentaries not to reference this). If the objectives are the KPIs, the soldiers are the content, and the map with all its little pin-heads, strings, plot points and labels is the strategy. There was definitely a simpler way to explain that, but I just didn’t know how to say it in layman’s terms, If I hadn’t already. 

Define the subject matter

To start your content strategy, you’ll need to define what your strategy will commit to. Remember, it has to align with your business. But avoid being too literal; don’t think so far outside the box,  but rather, think on the periphery. 

The importance of research

A way to get the balance right is through defining your business (what is it you do? What do you specialise in? How would you describe yourself in a sentence?), researching, and asking questions about that research. Your research should be into:

• Industry-specific keywords
• Market trends
• Your existing content

And crucially, your competitors, who are probably your best resource when it comes to standing out. How can you expect to stand out from the competition when you don’t even know what it looks like? In other words, assess them, and then look for ways to be better. This includes accepting the fact that they may be doing certain things well, that you aren’t. To assess, you ask questions as you’re researching:

• What are they doing right, and what are they doing wrong? 
• Where are the gaps in their strategy that they haven’t considered? 
• What are they doing well but could be better? 
• How are they engaging their audience? Is it through various mediums, or are they solely relying on, say, a news section on their website? 
• When they do communicate with their audience, do they do it well? Do they speak to them as equals, or do they come across as condescending? 
• Do they sound like they know what their customer base concerns are, and address them through FAQS, building a level of trust and understanding, or do they come across like they don’t care?

And so on. A key thing to remember here is to research, not rip them off. What they’re doing well – make it your own. Make it better. And what they’re doing wrong, leave them to it, and don’t you dare tell them (it’s dog-eat-dog out here. Survival of the fittest. The weak make way for the strong). 

In other words, researching with purpose, i.e. asking yourself questions to understand how you can stand out, is crucial when beginning your content strategy. You may think, “I don’t need to do that much research. An hour or two will be enough”. Wrong. The more research you do, the more effective and clear your strategy will be. Not doing a sufficient amount of research is like trying to steer a ship without a rudder; despite your heart’s desire to change course, you’ll aimlessly drift, hoping you’ll arrive at your planned destination. The likelihood of which is very, very, slim. 

Join us for part 2

And that’s it for now. Weren’t expecting that, were you (or maybe you were, seeing as though it does say “part 1” in the title)?! Yes, I’m leaving you on a cliffhanger, but don’t be sad. Think of it like this – when you got to the end of, say, the original Italian Job, you were probably disappointed at the ending. BUT – you still enjoyed the film. I like to think that’s how you’re feeling right now. 

And who knows, perhaps I’ll be back to right my wrongs in over 30 years and provide a pseudo-follow-up, but this time with Mark Wahlberg. Or maybe I’ll be back much, much sooner than that. And Mark Wahlberg-less. I guess you’ll just have to wait.

So how about in the meantime…

Get in touch with us

If you want to learn more about how different marketing strategies can help your business, why not contact us? We’re happy to help and walk you through how our services can benefit your website and grow your business. We also develop websites to help your brand achieve its commercial potential. Whatever you’re curious about, get in touch, and let’s discuss how we can help you. 

Author: Isaac Backhouse, Copywriter, Door4

Read part 2 here.