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From Zero to 60 in 5 days: Setting Up a Robust Content Marketing Strategy in 120 Hours

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In some ways, developing a content marketing strategy is a never-ending task – thanks to the dynamic nature of content marketing, you’ll be forever altering your approach based on new trends and new data. But that doesn’t mean setting up a content marketing strategy is a gargantuan task. In fact, you can set up a robust, strong strategy in just 120 hours. Below, we’ll go over the key issues that you and your team should focus on when developing a content strategy in a limited time frame. 

Identify Your Target Audience 

Start by identifying your target audience. Who do you want to reach with your content? What is your average customer like? Who reads your content now? What are they concerned about? 

Using these basic ideas, develop personas of your audience. Personas are a comprehensive picture of the reader, including factors such as their day-to-day activities, their age, their occupation, their passions. Personas allow you to target your content to a more humanized idea of your audience. 

Identify Key Subjects 

As you start thinking about your audience and developing personas, you’ll be better equipped to identify some subjects to tackle. As yourself – what problems does your target audience face that you can solve? What are common questions and concerns raised by your current customers? 

For example, a company that provides pool installation and service in Fresno may build topics based on common questions their customers ask, such as: 

  • What are the advantages and disadvantages of above ground vs. below ground pools?
  • How often should I have my pool serviced?
  • How should I care for my pool during each season?
  • What are the latest trends in pool design?
  • How should I choose a pool installation service?
  • How long will the process take?
  • How much will the type of pool I’m looking for cost? 

The pool company can then build its content marketing strategy by creating numerous blog posts and other pieces of content around these subjects. A single idea can generate numerous pieces of content, which means that identifying just a few key subjects is more than enough in the early stages of developing a content marketing strategy. 

Identify Keywords 

As your content starts to take shape, you should also start thinking about search engine optimization. SEO is complex, but one of the key components are keywords, which are search terms that lead users to your site. What is your target audience Googling that’s related to your business or industry? 

Based on this information, you can create some keywords to use in your SEO, targeted to your local area. Our pool company may identify keywords such as “Fresno pools,” “top Fresno pool installation,” and “Central Valley pool service.” Draw up a list of 10-15 commonly used search terms. Google Adwords’ Keyword Planner can help you identify keywords. 

Identify Outlets 

Your content marketing strategy should include some key outlets for your content marketing. You don’t have to start with every possible outlet all at once – instead, focus on a few key outlets where you’ll be able to build an audience, promote your content, and get your content marketing machine going. 

For example, you don’t need to be on every social media site, but social media is essential. Instead, choose one or two platforms that your target audience is likely to use. In the beginning, focus on large sites like Facebook, LinkedIn, and Twitter. 

Set a Timeline 

The final step in your 5 day content marketing strategy development is to set a timeline. What are some key goals you’d like to achieve with your content marketing? Make a list of clear, measurable goals. 

Although you can get an effective content marketing strategy in motion in just 5 days, it will take time for the strategy to start producing fruit and to take hold as an essential part of your business. Your timeline should include weekly and monthly benchmarks, as well as 3, 6, and 12 month plans. Make sure that your timeline goals are focused specific, and can be achieved using your content marketing methods. 

What do you think of these steps for developing a content strategy? Share in the comments!

 

 

About Jon wuebben

Jon Wuebben is the CEO of Content Launch, which offers the first content marketing software built for small and medium sized businesses (SMB’s) and digital agencies. Content Launch also provides content writing and content strategy services for hundreds of companies and digital agencies. His book, "Content is Currency: Developing Powerful Content for Web & Mobile", helps businesses learn how to plan, create, distribute and manage content. "Content is Currency" has been published in six countries worldwide.


Jon has spoken at Content Marketing World, Online Marketing Summit, South by Southwest (SXSW), Marketing Profs B2B Forum, Search Marketing Expo (SMX), Social Media Marketing World, New Media Expo, Intelligent Content Conference, Content Marketing Retreat, Lavacon, ADMA (Australia), BIA Kelsey Small Business Forum, the Media Relations Summit and for many organizations, including Hubspot, Intuit, the American Marketing Association and Shop.org as well as industry groups in the areas of content marketing, mobile marketing and entrepreneurship. He has been listed as a thought leader in the content marketing space by countless publications since 2008.


Jon has an MBA in International Marketing from Thunderbird, The American Graduate School of International Management. He is also the author of "Content Rich: Writing Your Way to Wealth on the Web". In the political world, he has worked for Senator John McCain, Vice President Dan Quayle and the Republican National Convention. A prolific songwriter, Jon is releasing his first album of pop songs, "The NightBird" in 2016.


Find out more at contentlaunch.com and contentiscurrrency.com

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