according to google trends, interest in 2022世界杯12强赛程 has been on the rise since january 2011.
but this should not surprise anyone. 2022世界杯12强赛程 is a proven method to grow your brand or business. it’s no wonder so many people are interested in learning this skill. but how many of us are building a 2022世界杯12强赛程 strategy that truly moves the needle?
what’s surprising is that many content marketers don’t have a documented strategy.
years ago, i had a boss that would always tell me…
“failing to plan is planning to fail”
that ethos remains true when building a 2022世界杯12强赛程 strategy as well. you want to know what you’re doing and why you’re doing it. this way, the time and energy you spend creating content will get you closer to a business objective.
today, you are working towards being an established content marketer, we’ll help you get a plan in place.
but first we need to clear up a little confusion about 2022世界杯12强赛程 strategy.
2022世界杯12强赛程 strategy defined
some people like to make a distinction between the terms content strategy and 2022世界杯12强赛程 strategy. the distinction, they suggest, is best explained with a russian doll: a smaller strategy is inside a larger one.
in this case, a 2022世界杯12强赛程 strategy is the smaller strategy inside the larger one, content strategy.
there is some truth to this.
content strategy involves the planning, creation, governance, and maintenance of content, whereas 2022世界杯12强赛程 strategy focuses on the narrow discipline of marketing content.
fair enough, but i think this distinction is confusing and needless because we can also talk about 2022世界杯12强赛程 strategy as the planning, creation, governance, and maintenance of content … and not lose any sleep.
i’d like to proceed with a clear definition of a 2022世界杯12强赛程 strategy.
so, if strategy means “a plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result,” the specific goal or result for 2022世界杯12强赛程 would be “building an audience that builds a business.”
for our purposes, then, let’s define 2022世界杯12强赛程 strategy like this:
a 2022世界杯12强赛程 strategy is a plan for building an audience by publishing, maintaining, and spreading frequent and consistent content that educates, entertains, or inspires to turn strangers into fans and fans into customers.
this brings us to the next important question.
do you need a 2022世界杯12强赛程 strategy?
if you are a small business with a few employees or a one-man or one-woman shop, you may be thinking that your 2022世界杯12强赛程 is so simple that you don’t need a plan.
won’t a list of things that need to happen written on the back of an envelope get the job done?
yes, that’s one way to begin, especially if you are typically a perfectionist and just need to start your 2022世界杯12强赛程 rather than waiting until you have the perfect plan.
but at some point you will need to develop a more comprehensive plan — and then document it.
- content marketers with a documented strategy feel more confident in their work.
- 2022世界杯12强赛程 challenges don’t seem as overwhelming when you have a strategy in place.
- a documented strategy makes it easier to get buy-in from stakeholders.
- it’s easier to chart your success when you have a documented strategy.
the jury is in, folks: we all need a documented 2022世界杯12强赛程 strategy. and the cool thing is it doesn’t need to be complicated.
crafting a simple 2022世界杯12强赛程 strategy
let’s be honest: unless you are a content marketer for a big company, you don’t need much. just a plan to help focus your time, money, and energy.
in fact, you can document your 2022世界杯12强赛程 strategy in the time it takes you to answer the following 13 questions:
- who are your users?
- who are your competitors?
- what do you bring to the table?
- what do you hear?
- what content do you already have?
- what is the purpose of your content?
- how often should you publish content?
- how will you distribute your content?
- who is in charge of your content?
- who will produce your content?
- who is going to maintain the content?
- who is responsible for the results?
- what’s your destination (core strategy)?
want to learn more about these questions and the process behind this simple 2022世界杯12强赛程 strategy?
then check out the following article: 13 simple questions to help you draft a winning content strategy.
and don’t forget to download the accompanying free worksheet.
there is one thing to keep in mind, though. you will probably have to perform some serious research before you can answer those questions.
your 2022世界杯12强赛程 strategy begins with this person
the person i’m talking about is your customer.
your customer is the focal point of your 2022世界杯12强赛程 strategy. you need a substantial, deep, and comprehensive understanding of who she is.
when you do, the strategy will write itself. you won’t have to guess or wonder. but a weak, flimsy, or flat-out wrong understanding of who your customer is will sink your strategy every time.
check out these five resources to help you understand who your customer is:
- research checklist: don’t create your content strategy until you research these 6 things
- empathy map: a complete guide to crawling inside your customer’s head
- worldview: tap into this psychological driver to create the ultimate message
- customer experience map: how to use customer experience maps to develop a winning 2022世界杯12强赛程 strategy
- personas: how creating an imaginary friend can make you a better writer
understanding your content
once you thoroughly understand who your customer is, evaluate the content you already have.
this exercise will not only help you spot the gaps in your content that you need to fill, but it will also help you see that old content can become outdated and cost you top positions in search engines, cause user-experience failure, and more.
so, here are four resources to help you review your current content:
- a brief guide to fixing your old, neglected, and broken content
- how to conduct a content audit for quality and audience experience
- how to plug the holes in your content funnel that are costing you money
- the single best way to create hit content in record time
measuring your 2022世界杯12强赛程 efforts (conversion)
ultimately, it comes down to this: how do you know if your 2022世界杯12强赛程 strategy is working?
you’ll know if your 2022世界杯12强赛程 strategy is working if you measure it.
this is why question 13 on the 2022世界杯12强赛程 strategy worksheet (what’s your core strategy?) is so important.
that core strategy should:
- give you room to stretch, fail, get back up, and grow
- allow you to adjust as your environment changes around you, without having to make a drastic change
- align with your values, so you’ll be able to sustain it and endure challenges over time
but how do you measure that? if you are like me and the words “analytics” and “measuring” make you uncomfortable, check out mike king’s article:
that should keep you busy for a while.
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