Content marketing has become a key tactic to get a potential customer’s attention. In fact, nearly half of buyers are consuming three to five pieces of content from a company before they begin talking to a sales rep.
That means the marketing department has a lot of pressure to produce quality content on a regular basis. And to do that, you need a content strategy framework.
What is a content strategy framework?
When I say a content strategy framework, I’m not actually talking about your content calendar; I’m talking about a methodology or a process that will help you work smarter, not harder. The best way to develop the plan is to incorporate repeatable, predictable, and measurable programs and campaigns.
Here’s a practical example: you have a webinar planned to pull in new leads and raise brand awareness. Chances are you’ve outlined a campaign to promote the webinar through social media and email, and you may even have a drip campaign ready to follow up with the leads you collect.
This is a great plan, but have you considered what you’ll do with the webinar itself once it airs?
Let’s think about this. A webinar is a solid hour of content that you can use again and again.
Say what?
Yes! You can extend the value of the webinar again by having a content strategy framework that helps you reuse the content that’s already been produced.
How to create repeatable content
Option #1: Transcribe your webinar recording and use the text to create ten blog posts, each of which will inspire three to five social media posts.
Option #2: Use the webinar slide deck, to create a downloadable guide that also functions as a lead magnet.
Option #3: Use your webinar recording to offer an on-demand webinar, which also serves to collect leads.
Option #4: Edit the webinar recording to pull out one minute snippets to create video content for social media.
Option #5: Use the webinar recording as part of your nurture campaigns for prospects that came in through an alternate lead magnet.
Whoa. Did I just blow your mind?
Having a content strategy framework in place helps you use your time effectively, while allowing your content to have more impact. This is the value of having repeatable content.
Predictable and Measurable Content
Wouldn’t it be great if you could tell your boss:
“If we run this webinar, Bob from Big Company A will sign up for our Enterprise tier in exactly fifty-seven days on a three-year contract, making our ROI huge and our customer acquisition cost (CAC) pennies.”
The reality is, being able to predict people’s behavior and the outcome of a program is never that simple. But if you track and measure the right data, you will be able to do a better job predicting the outcome.
This is a key part of the content strategy framework you want to build.
Why? Because if you go through the trouble of creating a campaign, you need to determine if it succeeded. Afterall, there’s not a lot of value in a campaign that didn’t generate leads. And it’s definitely not something you want to repeat.
Taking the time to properly track and analyze a campaign helps you understand which campaigns are most successful, so that you can spend your time on the things most likely to generate revenue for the company.
Gaining a measure of predictability means that you’ll start producing consistent results, which creates trust and increases your personal value and influence within the company. Win, win!
If your team needs more help putting together a solid content strategy framework, contact me today to discuss options that will get you back on track
