Content strategy
In recent years, most brands have made digital content their hobbyhorse. Ever-increasing budgets and ever-increasing hours of work mean that content is one of the most important pillars of communication strategies.
A content strategy enables you to plan the steps you need to take to reach your target audience as effectively as possible. This roadmap enables you to create appropriate content efficiently. Each publication serves a specific purpose and reinforces brand image in the eyes of the public.
A classic content strategy will include:
- The general objectives (KPIs)
- The target
- The type of content (video, tutorial, test, article, photo, podcast, etc.).
- The objectives
- Tone of voice (how to best represent our brand)
- The promotion
Building on the content strategy, content marketing puts into practice what has been decided downstream. This includes:
- The organisation
- The planning (content plan)
- The creation
- The publication
- The promotion
- The analysis (reporting)
At Spike, we recommend that you update your content strategy every year. Firstly, because we need to draw conclusions from the work carried out and adapt the content so that it has even more impact. And because this type of marketing is still in its infancy, digital platforms and technologies are regularly shaking up the way we consume content.
So, do you have a content strategy for your business? Are you satisfied with the results? When was the last time you challenged this strategy? If you’re on this page, it’s probably a sign that it’s time to do so!