1. Set goals
We said that the purpose of the content strategy is to create effective vcontent, that is, content that is useful for achieving business objectives. This makes it necessary to establish upstream what are the goals we want to achieve through content marketing activities. Is the goal to obtain new leads? Improve brand awareness, or increase the conversion rate? Defining goals is useful not only to give the right direction to the strategy, but will also be useful later to establish its effectiveness. If the goals that the company sets are achievable, specific and measurable , the results obtained can be used as an objective indicator to understand if you are going in the right direction.
2. Know your buyer persona
Creating a successful content strategy necessarily involves knowing your users. Knowing who the people you are addressing are is the key to communicating effectively with them and to starting to build a relationship. It is important to remember that in most cases, web users are not looking for our company, but for the solution to their problem. It is up to us to intercept them during their searches and to do so we need to know something about them:
Who are our buyer personas? Every business has a certain number of typical users. To establish communication with each of them, you should have some information on their profiles: who are these people? How old are they, what job do they do, what is their level of education, technological expertise? Where do they get information, what are their reference sites and their favorite social networks?
What are their needs? In our content strategy we must consider what the difficulties and needs of our potential customers are.
How can our company satisfy them? And what is the added value that should lead a user to choose our solution, rather than that of a competitor?
