How to Add Clarity to Your Content Strategy

Posted by Cucumber Helen |

Clarity adds purpose to your content marketing strategy. Without clarity, you’ll be spinning your wheels but not going anywhere! This can lead to frustration with your marketing efforts and a false belief that marketing doesn’t work. 

Well, we’re here to tell you that marketing is vital to achieving your business goals. Whether you’re just starting out or you’re an established multinational company, our marketing agency can help you grow! But this can only happen when your content marketing strategy has clarity and purpose. 

Our marketing agency helps clarify your content marketing strategy by asking the following two questions. 

What do you want to achieve? 

Before our marketing agency builds your content strategy, we need to know what you want to achieve. Are you a new company looking to gain exposure? Do you want to increase your brand’s reach and explore new markets? 

If this is the case, we will create content that emphasizes impressions, reach, and brand recognition, among other branding strategies.

Or, are you a well known company that’s ready to drive sales through the roof? Then the content we create will emphasize sales calls-to-action (CTAs). Our marketing agency will also use demographic data to target the consumers who are most likely to make purchases and deliver specific content to them. 

It’s important to keep in mind that creating content for content’s sake only adds clutter to an already messy digital landscape. And at worst, it could even turn away potential customers. 

Your content needs to be purposeful. Knowing what you want to achieve adds clarity to your marketing strategy. 

What are your goals?

Goals are specific targets you want to achieve by a certain time. You’ve probably heard of SMART goals before, but if you haven’t here’s a quick recap. 

SMART is an acronym to help set achievable goals. Through a list of specific criteria, it adds clarity to your content marketing strategy. SMART stands for:

  • Specific – goals must target a specific area for improvement.
  • Measurable – you must know how you will measure success.
  • Attainable – goals must be attainable with the resources you have on hand.
  • Relevant – you must ensure the goal will help your company grow. 
  • Time-related – goals must have an end date. 

To break it down for you,  let’s say you want to increase sales. A SMART goal could be something like: “Increase sales by 20% by the end of the year. We can accomplish this by increasing the revenue from our e-commerce platform by creating purposeful blog content on special dates (Christmas, Valentine’s Day, etc.) to capture 40% more leads.”

How clear is that!? 

Adding Clarity to Your Content Marketing Strategy

Based on your answers to the above questions, our marketing agency creates your content marketing strategy. We develop a monthly editorial calendar (EC), which includes all the pieces of content that will be published along with their publishing dates. Included on the EC are:

  • Blogs and their topics
  • Social media visuals and copy
  • Newsletter items
  • Infographics
  • Videos
  • Other relevant content for your industry

The content contained in the EC is strategically aligned with your goals. Once you take a look and approve it, we start creating all the content for the month. 

Writing Blogs to Support Your Goals

Let’s say that we’re working with the goal of increasing sales. In this case, the blogs in the EC would focus on consumers further down the marketing funnel. These blogs would also include CTAs to promote purchases and/or contacting your company for the purpose of lead generation. 

Some blog topics that help our clients achieve sales goals are:

  • Customer reviews – look at how many people love and recommend us! 
  • Ultimate guides – your one-stop shop for everything you need to know about X.  
  • FAQs – let’s add some clarity by answering questions you may have about X.
  • Solving customer pain points – has this ever happened to you? Here’s your fix!
  • Case studies – here is proof that X works, and here’s what it can do for you. 

All other aspects of your content strategy, from social copy to your monthly newsletters, are also created with clarity and purpose. This is the value that our marketing agency provides to our clients: purposeful content to help them achieve their goals and ultimately grow their business. If you want to learn more about working with us, or how we can help your company grow, contact our marketing agency today.  

Did this article provide a fresh perspective? 

Did this article strike a chord with what’s going on in your organization? Give us a shout at 604.559.7509 and set up a discovery meeting. We would love to see if we can help.
Or, stop by our marketing agency in Vancouver⏤we always have chocolate!