The internet is packed with ways for savvy businesses to get their message out, whether you’re writing for your website or posting on social media sites, blogging or Tweeting, and so forth.

Central to any successful campaign is a stream of quality, well directed content, devised as part of a workable content strategy. While it may be tempting to launch a marketing assault the absence of a viable strategy will ultimately spell failure.

And for the inexperienced, understanding where to start can prove an overwhelming – if not near impossible – task.

Here are some tips to help you.

1. Start with a Content Strategy
   Your content strategy can be as simple or as complicated as you decide – but to be successful a good strategy should nonetheless adhere to a set of key principals.
   
   In this article, we’ll examine some of these core principals in greater detail.


2. Define your purpose
   One of the easiest mistakes to make when starting out with a blank (web) page is to set to the task with eager abandon, paying little heed to what a potential customer might be interested in.
   
   Start with a clear statement of intent:
   • What message do you want to put across?
   • What might a potential customer want to hear?
   • What are the key selling points of your product or service?

Your content may be a cleverly worded literary masterpiece, but without a clear sense of purpose or direction it will be worthless.

Remember - it’s not about you, it’s about what your customers want.

3. Plan ahead
   A solid content strategy is built around long-term goals, organised into one, cohesive whole.
   
   Produce an editorial timetable which incorporates all aspects of your plan, and then stick to it!
   
   Whatever you are planning, consistency is critical to success. Don’t let your marketing efforts take a back seat to the everyday demands of work.


4. Use a great copywriter
   No matter how much faith you have in your product or service, without the ability to get your message across clearly, dooms your efforts to failure from the outset.
   
   Many start-ups assume that their DIY ethic will see them through all aspects of establishing an online business at little or no cost. Rarely does this happen. You get what you pays for!
   
   An experienced copywriter will not only increase your chances of success, but they can often lend an objective perspective to determining your true value proposition (why people should buy from you and not the other guy) and that will help you to convey your core message into the future.
   
   If you are planning a broad content strategy, then try and secure the services of a writer who has experience across the various web platforms, as this will help ensure consistency across your marketing collateral.


5. Avoid common mistakes
   If a job’s worth doing, it’s worth doing well.
   
   Avoid content that deviates from your message or is overly long.
   
   Keep it punchy and concise and give readers just enough to convert the visit into an enquiry or (better still) a sale.

Takeaway

At the end of the day, your business needs customers - and the clearer your message the more sales you can expect.

If you would like assistance with creating fresh content for your web presence, social media, blog or newsletter, please contact us to find out more or email sem@e-xanthos.co.uk