Finding the Right Content Strategy
Different strokes for different folks – this expression especially rings true when it’s time to find the right content strategy for your clients. We’ve previously discussed the importance of thought leadership and evergreen content, but those are just pieces to the larger content strategy puzzle. What works for one company might not work for another, and it’s essential that you help your clients find the ideal strategy for their overarching company goals.
But how do you know which strategy to choose? SEO-driven blog posts might be ideal for one organization, but what if a company wants to create or develop a relationship with the media? Check out our key tips for pinpointing the right approach to content, ensuring that the right story is told in a meaningful way.
What do you want to do?
First, it’s important to know what your client wants to accomplish. Do they want to establish an executive as a thought leader? Are they trying to rank higher in Google search? Maybe they have new products and want to get the news out there. Or, maybe they’re looking for some combination of these goals.
Depending on the goal, the approach may vary. For example, thought leadership programs will likely entail contributed articles, showing that the executive understands a topic or problem and can effectively communicate real-world answers. This could also include writing long-form articles on LinkedIn, which helps grow relationships with other C-suite executives in the same industry.
But if the goal is Google page rankings, working on SEO-driven content on the company blog is the way to go. This is a prime opportunity to efficiently use keywords and establish your client as a top player in their field.
Know your audience
It’s also essential to know: who is your client’s target audience? Tailor the topics and tone of your content accordingly. Is your client trying to garner the attention of consumers or businesses? In the case of healthcare vendors, do they want physicians to read and react to their content, or are they looking for hospital C-suite executives? This will impact potential media outlets for contributed content and even on which social channels you should be posting.
Learning more about your audience can also provide helpful insights when planning your content calendar. For example, if you’re just starting a blog, try posting on different days and compare the results. Maybe you’ll learn that there are more clicks and higher readership on Tuesdays, compared to Thursdays.
Mix it up
Finally, remember that there’s nothing wrong with opting for multiple aspects of a content program. Just ensure you’re matching the right approach for the right desired outcome.
You can create SEO-focused blog posts to help raise your client’s rank in Google search, while also working on contributed content for a thought leadership program. There are also no hard and fast rules on sticking to one approach indefinitely. Be open to changing up the approach as your client’s goals and company strategy evolve.