Your content marketing efforts will be only as good as the strategy that underpins them. Here are five things to consider that will help you avoid making strategy mistakes:
Make sure you understand your business model. If you don't truly know how your business makes money, you are jeopardizing its growth. Take the time to understand your business model and develop the content that supports your goals.
Be clear about your company's mission. You may think that mission statements are a waste of time. That's true only if you create one that doesn't inspire your employees and tells your customers about your values. Mission statements help you explain to your customers why you come to work each day.
Don't ignore your loyal customers. It's easy to get distracted by all the work that goes into finding new customers. But in reality, your loyal customers are the ones who are the most valuable to you over the lifetime of your business. According to Frederic Reichheld of Bain and Company, acquiring a new customer costs five times more than keeping an existing one. Don't neglect the customers who are loyal to your business.
Don't avoid the use of personas. Creating customer personas is imperative if you want to focus on the needs of your ideal customers. You don't want to get side-tracked providing content to people who aren't interested in doing business with you.
Remember to collect the right data. If you don't collect data on a regular basis about how your content is doing, you risk spinning your wheels. After you know which content resonates with your audience, you can confidently spend money to promote it.