The Content Success Chain
In my last blog I considered the importance of content marketing strategies in response to findings that they are a rarity in the legal marketing world. A fair assumption to make in light of these findings is that there is a sense of reservation around the idea of content strategies, yet we know that they can bring real results to engagement rates. So how can we allay these fears?
It is important to remember that creating a content strategy does not necessarily mean starting from scratch. Instead, recognising three familiar tenants of the content success chain can set any frazzled marketer on the right path.
- Internal engagement
Each segment is important in its own right. But, when considered together, this trio of factors can ensure content strategy success. So what does each section actually mean?
Audience: You must know your audience and understands their needs and interests. After all, you aren’t creating all this content for yourself. You must keep the audience in mind.
Internal engagement: Do you have a perfect content strategy? It won’t be perfect unless your team acknowledges it. A content strategy cannot balance on the shoulders of one person. It must be supported and executed by many.
Reporting: Content strategies should be dynamic. You need to be able to see if it’s working or not and make appropriate changes. If not, you won’t be able to make the improvements you’re really capable of.
If you remove one part of the chain, the strategy will not be effective. For instance, take away reporting and you won’t know if what you’ve implemented is actually working or not. You will not be able to understand your audience and it will be harder to find internal support for your strategy.
So how do you implement the content success chain into your current process? There is no one size fits all solution and all firms are at different stages when it comes to their content strategy. Set goals and KPIs based on what is attainable in your circumstances and use the chain to help achieve them. You need not to target engagement rates right away. Perhaps, your first goals are to achieve consistency with content output and regular reporting. As you achieve these goals, you can build on them. Steady improvement will bring in much better results over time.
When you have decided on your goals, you can look at any available means to achieve them. Who needs to be involved and what can be done to make the processes more efficient? Automated systems can be put in place to save time and energy. As you build on your goals taking into account every part of the content success chain, results will come through providing the impetus to improve audience understanding, reporting and internal engagement even more.
Content strategy does not need to be scary. By breaking it down with the content success chain, you can compartmentalise each area that you need to work on and gain a real hold on client engagement.