How do I develop a digital content strategy?

Stop writing online content just for content’s sake! You need a plan if you want to succeed.

Google has been clear that it is looking for online content that is:

  • Useful and informative.
  • More valuable than the content on other sites.
  • Credible and high quality.
  • Engaging for readers.

If you aren’t hitting the mark with your online content, then your search rankings will suffer. The good news is that you can avoid problems by planning a content strategy to help you better provide exactly what Google and your online audience want. Then, add an organized calendar that keeps you on track toward your content marketing goals. That’s it! You’re ready to create more effective content for the Web.

What Is a Content Strategy?

A content strategy is simply a plan for how and why your content will be created and managed.

It may seem like a daunting task, but it doesn’t have to be as hard as it sounds. We like to break it down into a few simple steps so you can start laying the groundwork for your content strategy right away:

  • Identify your perfect client. What kinds of clients and cases are you trying to attract? Who is your target audience? If you aren’t sure who you’re writing for, you can’t create an effective strategy to attract them. Want to get started? Find out how to identify your perfect client.
  • Define your goals. Why are you creating content? What do you want to achieve? Some examples of common content goals include brand awareness, increasing traffic, generating leads, converting leads into clients, improving client retention, or driving new referrals. Putting a laser focus on your goals and your perfect client are the two most important things you can do for your marketing.
  • Develop list of topics. The topics that you write about should be important to you and your perfect client. Think about common questions and things you’d like your potential clients to know before they meet with you. Not sure where to get ideas? Find out how to find topics for online content.
  • Document your strategy. Write down your goals, topic ideas, and vision of your perfect client or clients. Keep an ongoing content calendar—we’ll walk you through that below—to help keep you on track. Check your progress by gathering and analyzing hard data on content performance. As you continue to plan ahead and adjust your content strategy, this kind of documentation will be worth its weight in gold.

Once you know what you want to achieve and why, it’s time to create a content calendar to make it all happen.

How to Create a Content Calendar to Support Your Digital Content Strategy

We recommend that you start by developing a three-month content strategy and creating a content calendar that contains all this information in one place. To help you get started, here’s an example content calendar for a personal injury attorney:

A content calendar allows you to plan your content strategy for months ahead

Having a pre-planned content calendar lets everyone on your team know what’s happening and when. It helps keep you organized and focused, and it streamlines the content creation process. The bonus is that it’s also easy to go back and see what you’ve covered in the past and what you need to do in the future.

You content calendar should include:

  • Monthly topic themes. Choose one or more general or “big picture” topics to focus on for each month of the plan, which you’ll support with more focused individual pieces. You should also choose an appropriate call to action to use throughout the month to help encourage your readers to take the next step.
  • A list of individual content pieces to support monthly topics. Variety is the spice of your online content marketing. Keep your readers engaged by creating different types of content that support your monthly theme. Decide how many pieces of content you’d like to create each month, and come up with detailed topics for each one. Along with your blog posts and website articles, you should also include a plan for any other content you plan to create during the month, such as email or print newsletters, drip campaigns, email blasts, and guest posts.
  • Planned publish dates. Decide on publication dates for each piece of your content. We recommend that you schedule content evenly throughout the month so that you are consistently releasing new content and encouraging repeat visits. This is also the time to determine if and when your content will be shared on social media sites.

Once you have a strategy and calendar in place, it’s time to start writing. Be sure that you always aim to write original, interesting content that you’d want to read if you were in your potential clients’ shoes. Don’t forget to proofread and edit your content before publishing to the Web!

Do you need help planning or creating online content that will wow your perfect client and boost your success? Start by signing up for a free marketing analysis that will help you identify what’s working, what’s not, and how to create a better strategy for the future.

Lindsey Daher
Director of Content Operations at Foster Web Marketing

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