Here's how you can strategically decide in content marketing.

En el marketing de contenidos, es fundamental para definir objetivos claros y conocer a fondo a tu audiencia para crear contenido relevante. Selecciona los canales adecuados para llegar a tu público y asegúrate de que tu contenido sea de alta calidad y esté optimizado para SEO. Analiza regularmente el rendimiento de tu contenido y allí verá con claridad que es lo que más le interesa a tu público. Estos pasos te ayudarán a tomar decisiones estratégicas efectivas y a maximizar el impacto de tu marketing de contenidos. Recuerda que tus conocimientos me ayudan, así como los míos pueden ayudarte.

Natürlich solltest du deine Ziele für das Content-Marketing kennen und entsprechend eine Strategie ableiten. Häufig ist das Ziel „ lead generation“ und entsprechend wird zu saleslastiger und langweiliger Content erstellt. Es ist wichtig, auch wenn das Ziel die Generierung von Leads ist, dass du den ganzen Content-Funnel (Awareness - Consideration - Conversion) bedienst und nicht nur bei Conversion bist. So baust du Vertrauen auf und muss bereit sein wertvollen Content, der auch keine Leads einsammelt, zu produzieren.

As part of determining your goals, it's important to also understand the customer journey and how it intersects with these goals. Recognizing that different types of content serve different purposes at various stages of this journey can add another layer of strategy to your content creation. For example, while informational blog posts might be effective at attracting attention and building brand awareness in the early stages, detailed guides or testimonials could be more impactful for converting interest into action in the later stages. Integrating this understanding with your business goals allows you to craft content that not only aims at achieving specific outcomes, but also enhances the overall experience of your audience.

I focus on understanding the audience deeply – what do they need, enjoy, or lack? This is the compass. Then, I align the content with our business goals. Is the aim to increase brand awareness or drive sales? Each goal calls for a different route. Next, I look at what’s worked in the past and what hasn’t – using data, not just gut feelings. This helps in avoiding past pitfalls. Lastly, flexibility is key. The digital world changes rapidly, so being ready to adjust sails when necessary keeps the journey on course. It’s all about blending thoughtful planning with the agility to adapt.

Start with the end in mind. If your goal is brand visibility, think of stories and emotions that resonate widely. For leads, focus on content that solves problems, inviting readers to learn more. It’s not just about content types but about crafting each piece with a purpose that ties back to your ultimate business objectives. Before creating anything, ask, "What's our aim?"

Forget generic demographics. Dive into what your audience loves to do on weekends, their biggest work headaches, or what memes they share. It’s the quirky, real-life details that help you create content that feels like it’s speaking directly to them, not at them. Imagine your content as the bridge between their problem and your solution. Speak directly to their needs, and you'll see engagement soar.

You can conduct a content audit by 2 steps: 1.Content Categorization:Analyze existing content and sort it into three categories -Keep:High-performing content aligned with goals and audience preferences -Kill:Outdated or underperforming content that no longer adds value. - Adapt:Content with potential that can be updated or repurposed for better results 2. Strategic Decision-Making:Based on the categorization,make strategic choices -Keep:Promote and expand successful content to maximize its impact -Kill:Remove irrelevant content to enhance user experience and quality -Adapt:Allocate resources to improve and leverage content with untapped potential This approach ensures your content marketing remains effective and aligned with your objectives

Catalogue your content, scrutinize its performance, and check if it aligns with your goals. This not only spots gaps for new content or updates but ensures every piece has a clear role in your content strategy. Think of a content audit as a treasure hunt. You're not just checking what’s there; you're uncovering hidden gems that could be repolished or finding gaps where the map to your treasure—your business goals—needs filling. This isn’t mere inventory; it’s strategic exploration.

A content audit isn't something you do just once; it's an ongoing process of making improvements. By doing these audits regularly, you make sure your content keeps up with what your audience likes and wants, keeping everything you put out there both interesting and useful. This ongoing effort helps your content stay fresh and ensures your marketing moves can quickly adapt to new trends or changes. This way, not only does your content get better over time, but it also plays a big part in helping you reach your bigger goals down the road.

Don’t fall into the trap of doing everything all at once with the aim to ‘go viral’. Pick one thing and do it well. Evaluate your options critically and go with what works best for the following parameters: Platform TG Content Budget Measurable Impact. Clarity on the above will allow you to be strategic in your content marketing efforts.

Whilst knowing your ideal client, setting objectives, audits and measurement are all important when taking a strategic approach to content marketing, in my experience, there's one BIG factor that contributes to whether your content is purposeful and powerful. And that's a vision. I'm not talking about a wishy-washy feeling or a ten word formula that you make your screen saver. What I'm talking about is that deep inner connection to something bigger. That may be a company's vision if you're an employee or your own vision if you're self employed. Start with knowing your vision and every single decision you make will be the right one. Because it's getting you one step closer to making the vision a reality.