5 Essential Steps To Build An Integrated Content Strategy: Attract, Engage, & Convert Consumers Into Clients Part II

Written by JESSICA ROBERTS Posted On Wednesday, 19 March 2014 09:34

State: Alabama
SOLD: 2
Old Article Id: 28014

The first part of this series, "4 Reasons Why Your Business Needs An Integrated Content Strategy: Attract, Engage, & Convert Consumers Into Clients Part I", discussed how an integrated content strategy can empower your business in 4 key areas:

Thought Leadership
Authority with Google
Social Media Presence
Brand Awareness

These 4 elements are vital to attract, engage, and convert consumers into loyal clients.

But they won’t just grow on their own!

You need a systematic process to develop these elements.

Before moving forward, it’s critical to understand that content strategy and marketing shouldn’t be treated as an “add-on”, but as an “add-in” to your existing business plan.

To “add-in” an integrated content strategy, you need a simple and effective system. Whether you are sole proprietor or heading a large corporation, this 5-point system will help build an integrated content strategy specific for your business goals and budget.

Let’s get started!

1) AUDIT:

General content performance overview.
Engagement rates with existing content.
Assess strengths and areas of opportunities.

2) PLAN:

Define the buyer persona: Who is your ideal client? What are their pain points? What kind of content will address their needs?
Budget: In-house vs. outsourcing.
Build Content Team: A team can be built using various resources to fit your needs and budget.

Managing Editor: Oversees the creation and promotion of content.
Content Creators: You, freelancers, industry influencers, coworkers.
Content Promoters: Social media experts, community managers.
Online Marketplace: Sites like Contently and Elance allow you to “shop” for content creators.

Time management: Editorial calendar

3) CREATE: Your content creation team will collaborate to produce the optimal type and form of content that integrates context, relevance, and performance.

Types of content: Original, evergreen, curated, repurposed, recycled, seasonal, newsjacking.
Forms of content: Articles, ebooks, blogs, videos, checklists, webinars, whitepapers, emails, infographics, podcasts, slideshares.

4) PROMOTE:

Social Media channels: Promote your content with a solid social media strategy.
Website: Ensure there are clear call to actions for your buyer persona.
Content discovery: Platforms like Outbrain and Percolate.
Campaigns: Influencer marketing, co-brand marketing, guest blogging, newsletters.
Other Websites You Can Control: iTunes, Visual.ly, SlideShare.
Offline: Share content on print materials. Share with other professionals and community in workshops, seminars, presentations, and conferences.

5) MEASURE:

Google Analytics
Social media metrics

Use this system as a basis for developing a customized content strategy for your business. A content strategy isn’t an option moving forward in 2014. Content will be the predominant method to connect with your audience, attract meaningful and qualified leads, and build a lasting and loyal community.

Have questions on content strategy?

Connect with me on Twitter, LinkedIn, or send an email with your questions to This email address is being protected from spambots. You need JavaScript enabled to view it.