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How to create a more cohesive content strategy

We’ve all been guilty of it: random acts of content. Sometimes it happens because content marketers are up to their ears with content. Other times, they simply don’t have a clear pulse on their audience’s needs. Propolis Hive Ambassador for Brand and Content Strategy, Scott Stockwell, spoke with Kavita Singh about ways in which content marketers can start creating a more aligned content plan.

1. Get in the right content mindset

A Hubspot study showed that 70% of marketers are actively investing in content marketing. However, content marketers usually make the mistake of getting into the wrong mindset, which leads to the wrong type of content, and which can then be detrimental to your company.

As they are often more ‘doers’ than strategists, it’s important for content marketers to take a know the purpose of the content. Scott says marketers often make the mistake of forgetting their content’s purpose,when, in actuality, they should be asking these questions before  writing anything.

  1. Who is reading it?
  2. What is the purpose of it?
  3. How is it relevant to what we do?

One way to answer these questions is to create a content brief before actually writing something.

Scott says: “Content should have a brief so marketers can answer ‘what’s the content?’, ‘what’s its purpose’ and ‘what are we measuring here?’ You should write the brief before you write the content. It’s a little like post-purchase rationalisation, where you buy a fashionable pair of shoes and you rationalise that, saying: ‘yes, they make my feet bleed, but they look fantastic.’ Think about the purpose before you go shopping.”

From the brief, you can start to devise the content type. Another common pitfall is assuming that one size fits all when it comes to your customer. You might love infographics, but if someone lives on Instagram and TikTok, then maybe that’s not the right avenue to explore.

Once your content is actually out there, you need to think about KPIs. Scott stresses the importance of content hygiene, which requires marketers to review and tweak low performing content. If it’s not going to work, be sure to figure out how to get rid of it.

He says: “How will you know what is working? What to change? What to keep? It’s what I call the Whitney Houston moment: How will I know? Think Whitney!”