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Content Strategy Essentials- Achieve Your Digital Goals Efficiently 

We all have an idea of ‘content’ and partially know how we do content marketing. There are a range of practically effective strategies, methodologies and tools to do content marketing exercise for us. However, the conceptual support and ideological preparedness about what we are doing and how we should go about that, still remains under-weighted. Research has proven that a formal content strategy is essential for the success of any digital marketing plan. It not only provides focus but also gives a step by step guideline on goals achievement.

Content Strategy in Digital Marketing:

As stated above, content strategy provides essential food for thought and sets up the way-forward. However, this is not the single list of deliverables; instead, a dedicated process and mindset that keeps driving all efforts and activities. According to Kristina Halvorson, the content strategy is the process of “planning for the creation, delivery, and governance of useful, usable content.” Now the question is; how this is relevant to the digital strategy of an organization? The purpose of digital marketing is to promote your products and services by educating customers about the ‘value’ they provide. See, nothing could work better than content, to educate your prospects.

Objectives of Content Strategy:

The purpose of the content strategy is to evaluate the business and customers’ needs while providing strategic direction on how the content could help organization improve its ability to achieve goals. The goals can vary from campaign to campaign and business to business though primarily content helps you educate and convince your customers to make a purchase/subscription. For example, Darussalam Publishers will focus on enhancing its brand’s image and educating customers about the new product. On the other hand, Saudi Airlines will do to retain its brand image alongside spreading positive word of mouth about the new routes it is going to explore. However, the goal setting depends upon the type of industry you are in and the level of maturity you had obtained, as a corporate entity. The content strategy revolves around your core strategic objectives.

Designing the Strategy:

Now we come to the essential points that a formal content strategy need to consider. The strategy always follows the goals, with an intention to achieve them. Keeping the core goals in mind, the strategy should answer the following:

  • Why?
  • What?
  • Who?
  • How?
  • When?
  • Where?

The strategist must find the answer to these but the answer can’t be given by a single person or department. It requires a team work and comprehensive brainstorming session. On the digital front; user experience, user interface, user expectations, SEO analysis and customers’ needs have to be taken into account. Once this is done, it becomes quite easy to specify the targets, allocate resources, and set milestones.

If you are selling airline tickets, you will set up quarterly targets or may be seasonal one; however, if you are selling books or mobile apps like Darussalam, the timeline turns shorter. The best option is to set monthly/weekly goals and then keep conducting performance analysis.