One of the biggest (and easiest) ways of losing money through digital marketing is through BAD content marketing strategies.
Your content is the vehicle in your overall digital strategy and the first point of contact between your brand and a prospective client. Simply put, your content is your 24/7 sales representative that has the power to drive sales or prevent them.
Developing an effective content strategy, like any other area of your business, takes deliberate and strategic steps. This is challenging for most solopreneurs to grasp, as demonstrated throughout my experience of working with them over the last three years.
Their struggles with content weren’t just about the look and feel of their social media graphics but more so about the messaging that these graphics carried. Professional content strategists understand that there is an art that comes from choosing the right words to resonate the most with your audience. Every strategic post must be written to appeal to your ideal audience and prompt them to take a certain action afterward (call-to-action).
Coupled with this is a well-prepared research hub that helps your strategist understand the behavior and preferences of your target customers. So, if you are contemplating your next move to bolster your digital branding, here are two reasons why every business needs a content strategist:
“Just Posting” is not strategic - You need a return on your investment.
It is often a misconception that deciding to post a specific number of times constitutes a social media plan. While a social media officer will manage a content schedule and digital community, a content strategist is tasked with developing the foundational strategy that will meet your key performance indicators (KPIs) for you to have a return on your investment.
A trained content strategist doesn’t focus solely on trends and cute graphics, but rather on a comprehensive framework that feeds into the sales machine of your business, through a content funnel. This funnel is used as a method that dictates the leading actions your content will tell a prospect to take throughout the buyer’s journey up to the point of sale and beyond.
A Content Strategist also optimizes your webpage.
While it's amazing to have someone managing your digital community, it’s important to understand that content is not limited to what customers will see on Instagram, Twitter, or any other social media app.
Rather, any resource, freebie document, and what’s shared on your webpage are all various types of content. Your strategist would be interested in seeing and possibly optimizing how content is read on your webpage to better enable Search Engine Optimization (SEO), and conversions. This is often why you’ll find most content strategists to be great writers.
Your website performance and content will also fall into the general framework/funnel your strategist is conceptualizing.
It’s within every business owner’s best interest to consider engaging a content strategist who can bolster their digital marketing for long-term sustainability and sale conversions. Effective marketing relies on strong messaging within your content that can resonate with your target audience. Since all content strategies are built upon adequate research of your target audience, there are greater possibilities for returns on investment.
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