Content Marketing Strategies to Implement Today
by Mica Olinghouse
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In today’s multi-media driven world, it’s imperative for any growth-seeking organization to implement an effective content marketing strategy. But with so many communication tools available, how does one maintain a strategy without wasting valuable time and resources?
Sure, a multi-million dollar organization can afford a whole team of writers and designers, but what about the smaller organizations with limited budgets? What about the non-profits that are carefully stewarding their resources and don’t want to spend large donor amounts on communications? Can they still impact an audience online?
The answer is YES! No matter the size or budget of your organization, you can and should have a lasting impact on your global online audience. You don’t have to spend thousands a month with a national agency to engage with others through blogging, social media, or email marketing. With proper planning and careful consideration to your overall purpose, you can easily create an effective content marketing strategy without breaking the bank.
What most people don’t understand about content marketing is the simple thought process and strategy behind communication. Do you remember the old cliché “a penny for your thoughts”? Well, the mental process of creating an effective content marketing strategy costs nothing--not even a penny for your creative thoughts!
So how do you get started with a fabulous content marketing plan that engages your followers, ministers to others, communicates your message to your audience, and grows Kingdom influence—all on a small budget? I’m glad you asked, because I have 5 simple steps to help you implement an effective content marketing strategy today. And the best part? It won’t cost you a thing!
Are you ready? Let’s go!
1. know your purpose
The first and most important step in building your strategy is knowing your purpose. This simple rule of thumb is the guiding principle in any content creation, whether it’s for digital or print, social media or a book. If you don’t know your purpose, you have no track to run on, no instrument to gage your success, and no boundaries to keep you disciplined. You must know your purpose before you ever begin writing.
For example, the purpose of content marketing for a local church may be to connect with current church members, keeping them informed of the week’s events and services or creating community among the believers. The purpose could also be more evangelistic in nature by providing a vehicle of witnessing to non-believers in the region.
Whatever your purpose is in using online platforms, know it. Use it. Don’t deflect from it. Stay true to your course, and continue on fully committed to your communication purpose.
2. CLARIFY YOUR MESSAGE
Once you’ve identified your purpose, you need to clarify your message. For example, If your purpose is discipleship, what specific message do you want to amplify? Another thought to consider is the vision of your ministry. What’s the mission of your church and how can you relay that to your members through social media, blogs, or videos? When you can clearly and consistently communicate your message, you are one step closer to implementing an online strategy that impacts your tribe every day.
3. IDENTIFY YOUR AUDIENCE
Closely related to your purpose and message is your audience. Are you talking to partners, church members, unchurched people, readers, donors? How old are they? Are they mainly men or women? What nationality are they? Are they primarily stay-at-home mothers, high-level executives, or college-age students? Clearly identifying your audience and their specific needs and characteristics will help you in understanding your particular communication approach.
When thinking about your online strategy, ask yourself, “What is my purpose for communicating, what is the message I am communicating, and to whom am I communicating this message?” The more you keep yourself aligned with your purpose, message, and audience, the more effective all your content components will be.
4. CHOOSE YOUR COMMUNICATION METHOD
Once you’ve cut through the basics of communication as described above, now you need to think in terms of communication methods. Will your online marketing strategy consist of written content, graphics, pictures, videos, live feeds? What is your most comfortable vehicle of communication? What tool is most accessible for you or your team? What is your audience’s preferred method of receiving communication?
You may find that utilizing a combination of communication tools may be the most effective in reaching your given audience. But here’s a secret: Don’t feel pressured to use ALL of the communication vehicles ALL the time. Just pick one or two that you feel the most comfortable with and focus on becoming excellent with that format. People aren’t looking for impressive media—they simply want to know you’re authentic, accessible, and engaged.
5. PARE DOWN YOUR PLATFORMS
Another point of pressure many people face is trying to champion all online platform media channels all at once. They get on Facebook, Twitter, Snapchat, Instagram, Pinterest, Youtube, Wordpress blog, and the list goes on. Before the week’s out, they’ve vested all their energies on this hamster wheel of social media and haven’t made any true impact anywhere at all.
So my advice to you is this: If you’re just starting out, stick to one or two platforms and do them well. Connect with your audience, be consistent in your postings, and move on with your life. Don’t let the pull of fame pull you away from your true purpose…Keep it simple and aim for excellence. You’ll have a much more powerful impact communicating with your target audience on a regular basis through one or two primary channels than to a handful of strangers randomly on six different platforms.
So if you desire to launch an awesome content marketing strategy, why waste any more time? You can start the process today, even if you don’t yet have a communications budget. Simply grab a cup of coffee, your notebook, and a pen. Start thinking about your purpose, message, audience, methods, and platforms. Write it down, make a plan, and implement it today!
Do you need help strategizing your content distribution?
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