8 Tips on Strategic Content Management

Anne Sophie Madsen
Digital Marketing Manager

Strategic content management is at the heart of most successful digital campaigns. Back in the days, content was mostly used as a way to set yourself apart from competitors. Today, content management has become a necessity for any modern brand. Every great brand has a focus on creating valuable and relevant content that connects with their audience.
Consider these 8 compelling tips on strategic content management, and get a better understanding of why content needs to be a part of your business tactic.

1. Make Content Support Your Marketing Strategy

Marketers usually create the problem statement. Content strategists shape the solution statement.
A marketer’s main goal is to share the right message, to the right customer, at the right moment in the customer journey. They need to pinpoint problems to solve and areas to grow. On the other hand, content strategist focus on shaping the messaging and dig deep to frame solutions.
When marketers and content strategist collaborate, it adds up to a holistic perspective. It ensures that the organization’s bases are covered in terms of reaching audiences with both relevant and helpful information in the right moment. And this is the beauty of strategic content management.

2. Create a Strong Content Strategy

Before you start building a content strategy, you have to define your business:

  • Who are we and what do we do?
  • Why do we do it?
  • What customer pains are we trying to solve?
  • What are our short- and long-term goals?
  • How will content marketing help us?

If you can properly answer these questions, you will have a solid foundation for creating a strong content strategy. Start brainstorming!

3. Find Your Own Voice

Have you ever thought about how many similar products you can find? Well it’s a lot! Since there is probably loads of relevant content out there, brands have to find a way to make their content original, valuable and helpful to users. And more importantly, how to differentiate from the rest.
In today’s digital world, we know that authenticity works! Start by connecting to the authentic heart of your brand. Don’t be afraid to share your unique knowledge and perspective.
Find your voice today and stand out from the crowd!

4. Know Your Audience

Content is meant to be consumed and inspire.
You need to have a clear understanding of whom you are creating it for. Define your target audiences by answering the following questions:

  • What are their interests?
  • Do they have specific problems?
  • How do they spend time online?

The best way to answer these questions is to research – a lot! This will get you to know your audience. Next, create a generalized customer type that you want to target, also known as ‘buyer personas’. Now start producing content with your buyer personas in mind.
This will keep you on track and produce content that is valuable and relevant to your customers.

5. Perform a Keyword Research

A keyword research gives valuable insights into the search behavior of your audience. The keywords help identify what information people search for related to your product or services. Furthermore, they pinpoint at what stage in the buyer’s journey they are at. Tools like Google Keyword Planner and Answer the Public can help you getting the right insights.
You should also consider reviewing data such as: customer service topics, locally popular items and competitor’s offerings.
By including data and insights from your keyword research with your buyer personas, you will be on the right track in creating a strong content management strategy.

6. Create a Local Content Calendar

Whether you are part of a local or an international business, it is absolutely crucial that you have a content strategy. A local calendar keeps track on the holidays and special events.
Such as:

  • Shopping seasons (e.g. Black Friday, January Sale)
  • Vacation seasons
  • Public Holidays (e.g. Easter, Christmas)
  • Festivals
  • School Calendars

Every country has unique travel seasons and gift giving. If your business provides services or products that are seasonal, a local content calendar has to be part of the push-pull plan. That way you can create a solid content strategy for what content needs to be promoted in what season and on what country website.

7. Choose Your Channels

Just as content can be created in different formats, you also need a plan for which channels to publish it on.
These channels can include owned properties (your website and blog) and social media (such as Facebook, Instagram, Twitter or LinkedIn).

8. Measure Your Content’s Performance

A content strategy has to be measureable; otherwise, you cannot draw any conclusions on what has worked and what has not. But first, you have to define your KPI’s, so you have clear content goals.
Content marketing metrics are typically divided into the following categories: Consumption, lead generation, sharing and sales.
Analytical tools can help track the success of your content, and give you a deeper understanding of how it’s performing – see it as feedback to your content. Use the metrics to modify your strategy and reach your goals.

One last point about strategic content management…

The best way to begin with content management is to start with the resources you already have. Always commit to a high level of quality as well as a focused and coherent brand message – across all your channels.
Keep growing your content strategy as you learn more about your customers. Remember to engage with them and build the bridge between your brand and the people your brand exists for.