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You hear “strategy” and images of hard old generals arguing around a table pops into your head. Or maybe the game Risk. Or maybe you just think “strategery” and chuckle.
But don’t worry. Strategizing for content marketing isn’t nearly as complicated as you think it is. There’s absolutely nothing to stop you from rocking your content strategy. You’re just operating based on a few myths
Once we sweep those under the proverbial rug, you’ll be able to move around your colorful plastic content soldiers like the badass business general you are.
Myth 1 – Content marketing is a set-it-and-forget-it thing
We’re gonna start with this one because I don’t pull any punches. The online marketing world is a constantly evolving place, and what worked for you 5 years ago or even last year won’t work now.
The content you’ve already written and published during your span as a badass online superhero is still awesome, and has helped lay the foundation and build your business into it’s awesomeness today.
But to keep growing, you’ve got to keep building. And to do that, you’ve got to make sure you’re publishing new content that fits the rules of the new online universe. And (BONUS!) you can even update your old content to fit the new rules so that they can still work hard for you!
Myth 2 – if I publish once a week, it doesn't really matter what it is (ie. strategy isn't important)
While publishing consistently is certainly important (and even critical), you can’t just publish whatever (within reason. Obviously I mean within your niche and superpower space, not cat videos. Unless your business is about cats).
I mean, you can if you want to stay where you’re at, but if you’re anything like me, you’re constantly striving to see what else you can achieve.
It used to be that consistent publishing was all that you needed. But like I said above, things have changed in the Wild Wild Web.
Planning what you’re going to write about, and when, gives you the chance to make sure that you’re publishing things that support your business goals. For example, if you’re about to launch a new travel ecourse, it doesn’t make sense to keep publishing vaguely related travel articles. You’ll want to publish specific articles that prime your audience specifically for the ecourse.
Myth 3 – It’s impossible to measure content marketing success/ROI
If you’re writing content with no particular goals in mind, then yeah, it’s gonna be hard to measure if it’s successful (because you need a goal to be successful).
But as long as you know what goal you had for your content, it’ll be super easy to measure! Have there been more downloads of your opt-in? More sign ups for your upcoming challenge? More purchases of your ebook? More shares on social media? Have you climbed the ranks in search engines?
And then there’s ROI, trying to measure sales as a result of content. Sometimes you’ll get a sale directly from content, but usually the content will be part of a larger funnel. The main role it plays is nurturing your readers towards purchasing, since no one is going to buy the first time they come to your site. So measuring the ROI of a single piece of content is silly, because it’s part of your larger marketing ecosystem.
Focus on a specific goal for the content you publish, and you’ll have a much clearer idea of what’s working.
Myth 4 – What's worked for me before will always work for me forever
It’s important to try new strategies every once in a while. Not only is the online marketing world constantly evolving, but so is your audience.
Over time, certain strategies get stale and your audience gets used to it. Especially if it’s the same type of thing they’re seeing from everyone else.
You’ve got to innovate to stay fresh on the scene, and shake things up every once in a while to keep everything interesting for your regular readers. This also helps attract new people who might like different types of content experiences.
Myth 5 – I have to have my fingers in all the content creation pies or it won't sound like my brand
This is less about strategy and more about how you execute the strategy.
Don’t worry, I totally understand this one. You built up your business with your distinct voice and style, and it feels like there’s no way you can pass off the content creation process to a freelancer without hurting your brand.
But if you pick the right freelancers, have a clear brand style guide, and manage them well, this shouldn’t be a problem at all.
You can definitely check everything before publish. It does have your name on it after all, and having your stamp of approval can only help things. But if you find a writer, designer, or producer who really gets your brand voice, and you make sure they understand the mission and style guide, outsourcing some content creation will only help your business grow because you’ll have more time to focus on creating more products/services/the rest of your life.
Do you think those hard old generals all get in the mud with the soldiers they’re commanding? No, because their juicy minds are more valuable spending time on other things.
You see?
Being strategic with your content marketing isn’t as tough as you thought. You just needed to update your mindset. The next step is going to be to build your troops and implement a clean process to help you kick digital butt with your content and uplevel your success!
Schedule your free discovery call to see if SEO is the secret sauce you need
We'll talk about your business and how SEO can help level up your success to where you want it.
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