“Content Strategy is getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.” – Content Strategy Alliance
At some point, most pet businesses will eventually find itself in the middle of a “content mess.” Is that you?
You knew you were supposed to be on social media and have a blog on your website. But maybe you weren’t sure what you were doing and went forward without a plan in place.
Or maybe you spread the tasks out among a bunch of people without a good system of communication in place.
What you ended up with was a content mix that had no cohesiveness, wasn’t branded, wasn’t formatted for readability, and didn’t achieve goals like creating a strong relationship with your customers or driving sales.
Now is the time to bring that all together. You need to get clear on how all the pieces fit together and develop a plan for moving forward that will help you be more efficient and your content effective.
I’m here to help you come up with a plan. Below are the four primary focus areas of my content strategies.
Content Audit
If you haven’t started a blog yet, you can skip this step.
If you have more than a few articles on your blog but you feel like they aren’t helping you achieve your goal, you may want to START here.
Why reinvent the wheel when you can just use the wheel you have and make it better?
I can perform a blog content audit to identify opportunities, strengths, and weaknesses of your content.
I will:
- Create an inventory of your existing content.
- Evaluate how and if they pieces of content fit in with your brand.
- Identify gaps in content along the customer journey and make suggestions for new blog content.
- Identify which pieces of content could be improved to bring in more organic search (SEO) or social media traffic.
- Plus more!
Content Marketing Plan
A content strategy is the foundation of all online business communications. It’s part art and part science.
It’s a “steering document” that helps to give structure to your communications in a way that speaks to your target customer, engages them, and inspires action.
Think of it as a big umbrella that covers all of the other components below and ties them together.
You can also think of it as a lens through which you see all of your content.
I will work with you to create a plan that gives you or your staff purpose, direction, and a clear path forward.
Content Calendar Planning
Once you have your overall content strategy nailed down, you need a content plan.
Without a plan, you may always feel like you are in crisis mode – that you need to just get something, anything, out.
You won’t be telling a cohesive story about your brand and it will be hard to create and share meaningful original content.
I can work with you to create a custom content calendar framework that will help you produce content with a consistent message and brand.
The bonus is, with a few tweaks each year, a content calendar framework can help you efficiently create and share content for years to come.
Optimizing Content
Anyone can put some words on a page and hit publish; the best content has a consistent voice, tone, visual design, header formatting, and more.
The most important “more” is search engine optimization (SEO).
In short, SEO helps search engines like Google determine exactly what your content is answering so it can match you up with the people asking the questions. The more optimized your content is, the more likely it is your target customer will find you and the higher your article could appear on the list of answers (rank higher in search).
I’ll help you set up a structure and workflow so your brand produces quality, optimized content on a consistent basis that, ultimately, is discoverable by the people you’re trying to reach.
Social Media Strategy
Once you’ve published content on your website, you need it to get seen. That’s where having a social media strategy comes in.
A clear strategy helps you determine how you will share what to where and make sure you stay consistent – consistent to the voice of each channel, sharing content where it’s likely to do best, and consistently resharing content to get more traffic to your website.
I realize that one size does not fit all and my clients may be in different stages of this process. I work hard to fulfill “outside of the box” custom requests so please contact me even if this to-do list doesn’t seem to fit your situation exactly.
