The internet is a gargantuan arena, the consumer is faced with content vying for their coveted attention at every turn. The consumer will be actively seeking high quality content that is relevant to their needs, you, the company or the individual, need to position yourself to have the content that the consumer desires. Position yourself as a source of sought after content and the consumer will come to you.
This will take a little planning, to dive straight in could see you submerged in ideas and content, with the end result being you have started everything but finished nothing. In today’s blog we will through five steps to making this process more manageable and ultimately more successful.
1. Firstly you have to ask yourself the five W’s and (H)
The five W’s (and H)
Why – Know the business case and objectives. Why are you embarking on this project?
What – What is the message?
Who – Who is the audience?
Where – Where will the message be read (location, device, context)?
How – How should we present/structure the content?
When – Timing of the process to create and publish the content.
2. Carry out a content audit and inventory
You may already be sitting on a treasure trove of content but you are just not aware of it, examine all existing content, both online and offline that is connected to the business, this can include brochures, sales documents, newsletters, blogs, statements, reports, basically anything that may be relevant to your goal and strategy as whole. Content takes many guises; it can take the shape of audio and video as well as imagery and text.
3. Identify Gaps and Things That Need to be Rewritten
Consumers are a canny bunch, they want the most up to date information, they want the data that is most pertinent to their needs and they want it yesterday! Your content will be your voice in the arena that is the internet, in turn your content has to be informative, relevant, up to date and establish you as a thought leader within your industry. Identify what the consumer is looking for and tailor your content to meet their needs.
4. Avoid overextending your reach
Once you have your content in place, it can be very tempting to share it everywhere and anywhere that you can think of. This is best avoided; you have to remember that you will have to maintain these channels of communication within each outlet you share your content with. Is this feasible?
Experiment and analyze which channels are working best for your content, where is your target audience? Once you have discerned where your target market is, focus all your efforts on these channels rather than trying to be everywhere and spreading yourself too thin. Listen to your target audience and their conversations, structure your strategy from the insights you gain.
5. Decide on a vessel to carry your content
Now you have your content in place, it is time to unleash it to the masses, you will have to take on board how the consumer may be receiving your content, smartphone and tablet usage is widespread. Is your content available across all these different devices? It is projected web traffic from smartphones will overtake desktop usage this year for the first time ever. This is a crucial part of your strategy.
Why not try out Hubs as the vessel to transform and carry your content so it is fully responsive and available across devices.
It could make all the difference.