How to align your content strategy with your business objectives ?
Producing content without feeling like you’re going in circles can be an arduous task. Between regular publications, stories, blog articles and newsletters, it’s easy to lose sight of the main objective and create content just to create content.
This is why creating a content strategy that aligns with your business objectives is essential in order to produce quality content, and this, for your target clientele.
At Middle, we believe that every piece of content should serve a clear purpose and directly contribute to the growth of your business.
Clarify your business objectives
Before publishing on social media, ask yourself THE fundamental question: what am I really trying to accomplish?
Your objectives can be multiple: Increase your website, improve your conversion rate, strengthen your clientele’s loyalty and/or generate new leads
Each objective requires a different approach in terms of content.
Once your goals are defined, establish clear guidelines on your brand’s voice and tone. These are crucial to maintaining consistent communication across all channels.
And don’t forget your visual identity! Your content’s look and feel should immediately reflect your brand’s graphic guidelines.
Visualize the customer journey
When organizing your content strategy, it’s important to go beyond just thinking “social media.” Other formats like blogs, podcasts, newsletters, and webinars can also play a role as long as they’re relevant to your industry and objectives.
The customer journey breaks down into three key stages:
Discovery: At this stage, your potential client becomes aware of a problem or need. Your content must be educational, informative, and position your expertise.
Consideration: Your potential client evaluates different solutions. This is the moment to present your competitive advantages, your case studies, and demonstrate your added value.
Decision: Your prospect is ready to buy. Offer content that facilitates their decision-making: client testimonials, demonstrations, free trials.
The objective? Create content that attracts your target’s attention, but which above all incites them to take action.
Not sure where to start with your content strategy? Reach out, we’re here to help.
Define your editorial line
Your editorial line is your brand’s personality that expresses itself through your content. It determines the tone you adopt: are you rather close and relaxed, or professional and institutional?
Your content must carry your brand’s voice in a consistent manner. A prospect who follows you on LinkedIn, reads your blog and listens to your podcast must find the same personality at each interaction.
Transform your objectives into measurable performance indicators
A strategy without measurement is like navigating without a compass. After having identified your objectives, transform them into key performance indicators (KPI).
Your objectives must become measurable:
- Traffic: number of unique visitors, page views, time spent on the site.
- Conversion: conversion rate, client acquisition cost, client lifetime value.
- Leads: number of leads generated, quality of leads, transformation rate.
These metrics will allow you to adjust your strategy if the results don’t correspond to your expectations.
From strategy to concrete results
Aligning your content strategy with your business objectives is not a luxury, it’s a necessity. This approach transforms your content from a simple communication tool into a real growth lever.
Need help building a content strategy aligned with your goals? Contact us today.
