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How to create a content strategy for 2022

Although we’ve started a whole new year, some things haven’t changed. For example, an engaging content strategy is still paramount in building your brand, engaging your target audience, and driving sales.

Whether you’re building a content strategy from scratch or looking to revive a strategy that has been on life support, we’ve got some tips for getting the year off to a good start.

Do the groundwork

First things first: before you start creating content, it’s important to have a clear idea of ​​what you’re trying to accomplish. We recommend that you spend time auditing your current assets, checking out your competition, and thinking about where you want your content to take you.

Some specific considerations include:

  • Set your goals. One way to guide your content strategy is to set clear, measurable, and specific goals. It can be as simple as deciding that you want to grow your email list by 50 percent or that you want to hit a particular benchmark for website traffic or time on page.
  • Define your audience. Who are you addressing with your content? Who are you hoping to bring to your business website? Research customers and create a buyer persona set, helping you focus on a target audience.
  • Create a list of keywords. Keywords reflect terms and phrases that consumers use when looking for information about your products or services. You can find keyword ideas in your Google Ads or Google Analytics dashboards, or even by playing with Google’s autocomplete.
  • Audit your existing content. Spend time reviewing the content of your website and business blog, as well as any other assets you have. Check the quality, but also check the metrics to see what type of content seems to be working well for you (and which assets did not perform well at all).
  • Make a set of categories. We also recommend that you develop a list of categories based on your previous / existing content. For example, if you own a plumbing business, you might have a category for preventative maintenance, a category for DIY tips, a category for energy efficiency, etc. These categories can help you find new content ideas. And, they help you see if there are any areas that you have focused too much on or areas that you are neglecting.

Produce content

Once you’ve laid the groundwork, the next step is to take seriously producing content that aligns with your strategy. Some recommendations:

  • Develop an approach to content ideation. You will need to regularly generate new content ideas. Schedule regular brainstorming sessions with your team members, perhaps using your keyword and category lists to facilitate discussion. Also make a habit of consuming content from your competitors or industry authorities; you never know when inspiration will strike!
  • Create a list of topics. As new topics appear, add them to a shared spreadsheet. Include a working title, a one- or two-sentence summary, a proposed call to action, and a list of relevant keywords to use in the content. You can also include inspirational / research articles as appropriate. Also, be sure to include any landing pages or other elements that you want the content to link to.
  • Make a calendar. In conjunction with your list of topics, develop a steady writing pace. You can use your topic list to assign a due date or to assign different writers for each topic (if you’re lucky enough to have a team of writers collaborating with you).
  • Check the quality. Make sure your process includes quality control. An editor or proofreader should review all content for grammar and typos, and also confirm that it meets your overall goals. A plagiarism check can also be useful.
  • Vet for SEO. Also, make sure the content is reviewed by someone with SEO knowledge, who can advise you on things like links, metadata, and keyword usage.

Once you’ve developed and published new content, you’ll want to make sure you promote it to all the right channels as well.

  • Compile topics for newsletters. Hope you have a regular email newsletter where you can share the latest blog posts, videos etc.
  • Share on social networks. Also, make sure you have a team member who is responsible for sharing content with all of your branded social media accounts.
  • Consider a paid promotion. For content that you really believe in, promoting through paid ads can prove to be successful.