Do you really need a content strategy to elevate your brand? (And no, we’re not going to tell you ‘content is king’)
May 19, 2023
There’s planning, research, execution, optimisation…the list goes on. So, can’t you just wing it? Can’t you just create your IG tiles on the fly in Canva when you have a spare minute and post them a few times a week? Can’t you just set aside an hour or two every Friday to write a blog post about what your brand has to offer?
The answer is YES! You CAN wing it. You can DIY it. You CAN make things up as you go along.
The drawbacks? If you make a batch of cookies without looking at a recipe, there’s only a small chance of them turning out a Nigella-ry level of yum. There’s a higher chance they won’t look good, taste good – or even be edible meaning you’ll have wasted time, effort, money, and ingredients (and your reputation as a cookie-maker) in the process.
Enough about cookies – what IS content strategy?
Content strategy focuses on creating and distributing relevant content for a clearly-defined target audience. Strategic content should align with your brand’s overall messaging and goals, and speak directly to your target audience. In simpler terms it means telling your audience important things in a planned way about your brand and your products or services. This should be done in ways that are meaningful and informative and that will resonate with them enough to build loyalty to your brand.
At Taylor & Grace, we use the following types of content to help our clients elevate their online presence (to name but a few):
- Brand voice, tone, and key messages
- Blog posts
- Case studies
- Thought leadership articles
- Website copy
- Ad copy (print & digital)
- Social media
What are the benefits of strategic content?
A massive 83% of marketers believe creating higher quality content less often is more effective. That’s right. It’s not what you do, it’s how you do it (aka strategy).
Intentional, strategic content marketing means ensuring whatever you put out into the world doesn’t just fly away into the breeze. It increases your brand awareness, delivers a measurable return on your investment and positions you as an authority in your industry. What’s not to love?
A strategic approach to content marketing will make sure all your content is consistent in tone, messaging and design and will help create a cohesive brand identity. This consistency makes it easier for your audience to recognise your brand and build trust, which is key to establishing a long-term relationship with them (yay).
How to develop a killer content strategy
It’s all about marketing goals. Back to the cookie thing: if you don’t have a recipe for your baked goods, you’re unlikely to make something delicious.
Here’s how to get started with your content strategy:
- Identify the types of content that will resonate with your audience and the channels you’ll use
- Conduct research on your industry and competitors to identify gaps and opportunities
- Develop a content calendar to ensure you’re consistently publishing high-quality content
- Define metrics for measuring the success of your content strategy, and use those metrics to make data-driven decisions to optimize and improve your strategy over time
- Manage your content creation and distribution process
Strategy is king 🙃
An expertly-crafted content strategy is essential for any brand looking to establish a strong online presence and achieve long-term growth. The content of course has to be relevant and high quality, but what it’s about, when it’s published, where, and why it exists are just as critical! At Taylor & Grace, our team can help you develop a content strategy that aligns with your business goals and resonates with your audience. Contact us to start your strategic content marketing journey today.