We talked previously about what you need to know in order to create a robust content strategy. You may think the hard work is done, but don’t forget – getting people to change their habits can prove difficult. Today we’ll discuss some of the challenges you might face when implementing your content strategy.
By now, you should have mountains of information about your branding, about your customers and about your goals. You’ve created a strategy for the company to follow. The next step is to make all this informational actionable. You could have long presentations about your new strategy, but we recommend keeping it simple.
To get started, create templates for print communication, online communication and other media communication. Provide detailed timetables for all writers, editors and distributors. Once a system is in place, it will be easier to maintain.
Engaging Your Employees
The next step is to communicate your long-term strategy to all relevant employees at your company. Present your long-term goals and benchmarks and consult everyone on ideas to achieve them. By giving them input, they are more likely to support your program in the future, and will often supply usable ideas.
More importantly, keeping everyone aware of long-term goals reduces the likelihood that someone will “go rogue” or leak information prematurely.
Don’t be discouraged
You’ve spent time, money and effort on developing a strategy and convincing your employees to follow it, so it’s only natural that you’d want to see results. Unfortunately, very few companies hit home runs their first time to bat.
The lesson here is patience and experimentation. Once you’ve built up a well of content, use analytics to find out which pieces are connecting with your target audience. Find out why: is it the content, is it the style, is it the time of day you’re releasing the content? There are many variables, and you can only test them by putting your content strategy in action.
Still not getting the traffic you want?
Ok. So you’re confident that you have great content, that it’s connecting with the right audience, but not enough of them. That means you need to be creative about driving traffic. Here are a few easy ways to achieve that:
– Send email newsletters – make it easy to subscribe. If you have solid content, you should see immediate results.
– Connect with social media – Let others do the marketing for you. Make sure there are share buttons on every piece of content you make public. Try different networks too, as Facebook may be the best for some, Twitter the best for others, and so on.
– Don’t forget offline channels – Put your website on your business card. Tell people about it at parties. Go to networking events and sell your content. Sometimes, people will be more likely to remember your site if they remember your face.
Remember, patience is a virtue. You should see some returns fairly quickly, but recognize that you will learn as you go along.