Your posts no longer work. Does that sound too harsh? Maybe. In 2024, your content risks going unnoticed if you don't change your approach.

In the article, we'll tell you how to create a working strategy.

Signs of Effective Marketing

High-quality content helps customers solve their problems—simply promoting the product is not enough. In other words, advertising should be native. Promoting healthy food delivery? Write an article on how an athlete can create a diet, and mention your company at the end.

Good content marketing accompanies the customer at every stage: awareness, consideration, and decision. In the first stage, focus on the subscriber's pain. At the last one, highlight the product's advantages.

Content should maintain a consistent style and tone. From the first lines, the reader should understand which brand they are interacting with. To achieve this, a project Tone of Voice and brand book are needed.

Effective content considers seasonal needs and interests. A typical example is a selection of New Year's gifts, into which a store inserts its product.

Writing a Strategy in 11 Steps

Define Goals

A mission is needed. It follows from three points: who your audience is; what content you offer them; what benefit the audience receives. Define the main goal: for example, increase sales, improve conversion, or build reputation.

Set KPIs

Choose metrics. For example, track revenue growth, organic traffic, and the number of social media interactions. Just don't confuse KPIs with ROI: KPIs are results on the path to the goal; ROI is the final result.

Define Your Target Audience

Create a buyer persona—collect demographic data:

• age,
• gender,
• location,
• income.

Google Analytics and "Yandex.Metrica" can help with this.

Conduct a Content Audit

Gather all formats and look at the statistics. What performs better: posts or articles? Clips or full videos? Which topics are closer to the readers? Highlight the formats that the audience responds to.

Choose Platforms

Focus on social networks used by your target audience. And emphasize platforms where you already receive high responses.

Summarize a memo with the nuances of each platform: which formats work better, with what queries users come.

Choose a Content Management System (CMS)

CMS platforms structure the work process. They allow you to manage pages and provide analytical tools.

Use Keywords

Keywords are a way to create content that precisely matches the audience's interests. Meaning: the page will be opened by those who are interested in it.

Keywords also help find topics relevant to your target audience.

Insert Hyperlinks

Hyperlinks lead from one page of your site to another. This is necessary for SEO optimization and user retention. Add links in anchor text and keywords.

For example, you are a travel blogger and writing an article about finding a hotel. "Wordstat" for such a query gives a similar one: "tour selection." Add a hyperlink to your old material on the topic.

Create Content

Based on the previous steps, create a content plan and start working on posts. Consider the interests of the audience and the formats popular with them. Maintain a consistent style and brand voice everywhere.

Connect with Influencers

Thanks to bloggers, it is possible to reach a wide audience. Create a list of influencers in your niche and propose collaboration. Remember: some agree to barter, others need payment.

Track Results

Remember the chosen KPIs? Use them to assess the results. If some metric is lagging, return to the previous steps and find the weak spot.

Don't be afraid to experiment and try new things—it's the only way to stay in trend.