Refresh your content strategy in 2023
Having a content strategy mapped out for 2023 is a great way to get marketing campaigns and big objectives aligned, and ready for success. This helps effective communication towards target audiences, builds brand awareness and image, and works to drive engagement and conversions.
Here are some key factors to consider when refreshing your content strategy for the new year:
Define goals and objectives
Knowing the ‘why’ sets the basis for the formation of a content strategy. By clearly defining goals and objectives, there is an underlying foundation that allows the flow of content to be ideated, synchronised, and generated. These defined goals and objectives could be generating leads, boosting brand awareness, increasing sales, and driving website traffic. With these in place, it is much easier to measure the success of your strategy and experiment with creative options to see what works best.
Find your audience
To create content that resonates with a certain group of people, content must be developed in a way that caters to them. Valuable content addresses their concerns, uses their language, and simply makes it possible for them to care about the content being distributed. Market research can be valuable here to understand the target market’s demographics, interests, behaviours, and pain points. Brands that succeed with their content find a way to connect with their audience and give them a reason to believe in their brand, messaging, and offering.
Quality content
It’s not easy to stand out from the crowd, especially in the modern day when there is a smaller window than ever to capture (and hold) people’s attention. Short-form content on Instagram and TikTok exemplifies the new way content is consumed, where users can switch off from things irrelevant to them and immediately move on to something they care about with the swipe of a thumb. Content is constantly being bombarded, so it is important that creativity is maximised to develop high-quality content that is informative, engaging, and visually appealing. Staying on top of what’s trendy across different channels enables content that resonates better with the target audience, and also make it easier to come up with new content. Utilising images, videos, infographics, and other easily consumable elements will maximise reach, and deliver messaging in a clear and concise manner.
Consistency
Finding consistency in a content strategy is key to building trust and credibility with an audience. This includes a set tone of voice, the frequency of content, and the types of content being developed. This is helped along by the creation of a content calendar where each of these can be identified. From there, it is all about sticking to the schedule and consistently delivering valuable content.
SEO
In 2023, search engine optimisation (SEO) will continue to be an important factor in content strategy. Ensuring that commonly searched keywords and phrases are echoed within produced content, along with optimising content for on-page SEO by using tags, alt text, and meta descriptions helps the content rank higher in search results and drive more website traffic.
Distribution
Once quality content is created, it is important that it isn’t wasted. Develop a plan for distributing and promoting content to reach the correct audience. There are endless ways to connect with people with new social media platforms rising every year, and email marketing and various other channels still being utilised.
Get started in 2023
A good content strategy in 2023 should have clear goals and objectives, be tailored to your target audience, consist of high-quality content, be consistent, optimied for SEO, and have a well-thought-out distribution plan. By following these guidelines, you'll be able to create a content strategy that drives results and helps success happen.