You probably already know (but at Staenk, we like to repeat ourselves to get the message across) that an editorial strategy cannot be improvised. It requires financial and human resources. It should also be remembered that this strategy must be based on one or even several objectives and requires a good knowledge of the target.
Knowing your target audience and your goals is a great start to building a editorial planning and gather all your topic ideas and identify different editorial formats.
And that's where the blesse bat! Because many companies still fail to identify which formats to choose and some of them often let themselves be influenced by purely mercantiles issues!
In this article, we propose to set up new strategies and test new approaches in order to vary editorial formats. When it comes to content, the containers are just as important as the content itself. !
Strategy number 1: Adapt the content to the journey of your target's purchase
We will keep repeating how important it is to know your audience, so that you can adapt your content strategy to your target audience.
In addition to defining your target, it is also important to be able to build personna. These are files of typical characters of your target. Ideally, the persona should allow you to answer the questions below:
- how old is your typical client? His gender? His socio-professional category? His city of résidence ? etc.
- What are his or her interests? What are his or her motivations for buying your products or services? What are the obstacles to achat de your offer?
This list is obviously not exhaustive and do not hesitate to include new elements that will allow you to enrich your knowledge of your audience.
These character (or personna) sheets will also allow you to understand your target's buying path in order to create appropriate content. We have identified 3 main phases of the buying process:
- The identification of a problem to be solved by your target. If we take a practical case of one of our clients who is a publisher of software in vocational trainingDuring this phase, the client (small training organization or independent trainer) needs to spend less time managing administrative tasks and more time creating training content. Our client's goal is to produce different types of content such as blog articles or white papers. Furthermore, in terms of natural referencing, it is also time to draw up a complete list of all the keywords used by the target audience. We can't advise you too much to make a complete list of all the keywords used by your target audience. an SEO audit of your site in order to determine which key words and expressions to position yourself. In order to maximize the effectiveness of this content, we recommend that you use an approach called " lead nurturing " whose objective is to promote the conversion of your prospects into customers and to build loyalty.
- The search for solutions to this problem. During this 2e step, your prospects are looking for solutions. That's when they start to search for information about your product or service. The content will be used to help your audience get to know your product better and understand how it works. When it comes to content, you can write blog articles, shopping guides, explanatory videos about your product for example. Demonstration webinars are also excellent content to focus on to help you convert your prospects into customers. Indeed, a prospect who registers for a webinar shows that he is interested in your product or service and that he hopes it will help him solve a given problem.
- The final stage is one in which your prospect will take action and choose a product/service or service provider. It is during this phase that he will make his final decision. As far as the content to be produced is concerned, you must support him in his choice. In addition to knowing how to differentiate yourself from your competitors, you need to show them the added value of your product or service. A good content strategy aims precisely at creating content that will reassure him such as customer testimonials or case studies, video tutorials, etc. (These are all proofs that your product or service has many advantages and will solve his or her problem.
It is not because the prospect chooses your product or service that you should stop producing content adapted to his besoin ! Indeed, afterwards, you will have to make efforts to retain your audience and this is where inbound marketing comes into play. It is this approach that we will discuss in the 2e part of this article.
Strategy number 2: use inboud marketing to adapt your content
This second strategy will allow you to better understand all the stages of your prospects' buying journey and to create efficient and effective content for each of them.
The inbound marketing strategy is based on 4 key phases that are important to follow:
- Building loyalty
We are going to analyse all these elements in detail ensemble !
It's a matter of defining typical profiles of your consumers: who are ils ? Where do they live - ils ? What are their habits at consommation ? How do they search for information? If you have already defined your personas, you will not have to do this action a second time.
To attract them, you will need to write relevant content. But it's not just about creating just any content, it has to address their issues and provide them with added value.
Feel free to include calls to action or call-to-action on all content created in order to that prospects perform a desired action that corresponds to a given objective (for example: subscribe to a software package, purchase one of your products or services, request an appointment, etc.).
To convert leads, you owe them " donner " something and give them gifts..
Everybody likes to receive gifts, and if you regularly give them to your family and friends, there is nothing to stop you from giving them to your prospects as well! For example, if you The content you offer can be downloaded so that your leads can reuse it and use it whenever they need it. Attention, however, the uploaded documents must be gratuits !
For example, for a SaaS publisher of training management software, we offered prospects the opportunity to download training agreement templates and training certificates free of charge. These documents are essential for all training organizations and independent trainers. We chose this strategy for this client because we knew that their customers were not yet ready to subscribe to software, but were looking for sample documents. It is therefore essential to determine which are the needs of your target.
In return for this download, you must include forms to ask your prospects to give you information such as first and last names and email address. Once this data is collected, feel free to reuse it to create other content or sponsored campaigns.
To go further: you can design strategies of " lead nurturing " it is clearly a question of feeding the customer with quality content. You will need to identify in advance the topics that are that might be of interest to him and create email sequences that you can will help develop these topics.
Once your prospect has performed the desired action and is officially one of your customers, you will need to entrust the continuation of operations to a sales team who will be able to recontact customers and finalize sales.
That's why the sales teams must be involved in your marketing strategy.
The prospect has become a customer and has performed an action that you wanted him to perform. He is the need to maintain some kind of connection with him.
Several strategies are available to you: you can continue to offer more personalized content and help him/her in his/her daily, for example, by sending video tutorials or content that can help him cope with his daily difficulties. You can also ask him for his opinion and send him satisfaction questionnaires by setting a precise deadline.
Strategy 3: Matrices for choosing editorial formats
Some tools can also help you to choose editorial formats adapted to your audience and their buying path.
For this 3e strategy, we relied on the tool " The Content Marketing Matrix " and the source we used was Smart Insight - Marketing Intelligence. Thus, this matrix has two main axes:
- A discovery/purchasing agreement corresponding to the customer journey and the evolution of his buying intention, from the discovery of the (audience acquisition phase, building awareness of your brand) to the final decision.
- An emotional/rational axis describing behaviour of your target.
Different formats will be positioned on these two axes editorials according to the behaviour of your audience and your objective:
So, if your prospects are looking for entertainment, you can offer different types of content such as video and viral content, games and quizzes. Entertaining content most often correspond to a product discovery phase, or of service and at a high emotional level.
Inspiring content that can be of different forms (forums, social networks, customer comments or Stories about the social networks) correspond to a more mature phase of the purchasing decision. and at a high emotional level.
Educational content (such as books, magazines, etc.) white papers, shopping guides, computer graphics articles) corresponding to a phase of product discovery and at a more important " rationnel " level.
Content to convince a prospect to buy a product are intended to demonstrate the efficacy of the product or the service. In this particular example, presentation webinars, videos interactive should be favoured. This content corresponds to a phase of solution research and purchasing act. Your prospect does more appeals to his reason as well as his emotions.
What are the benefits of outil ?
We offer you a non-exhaustive list of advantages of this tool:
- Adapt your content according to the behaviour of your target and their needs. The more your content matches to the expectations of your audience and the more you are able to convert more easily your prospects into customers.
- Identifying each step of the journey of your prospects.
- Find new media to publish your content and editorial formats adapted to your audience.
- Drawing up a precise diagnosis of the contents already existing. As we will see below, it is imperative that you can take stock of your current content in order to make it evolve and integrate new features both in terms of content and form.
- Find new content ideas at broadcast.
A concrete example
A software publisher specialising in vocational training wants to convince training organisations and independent trainers to use new software for the administrative management of their activity. This target, not very inclined to change their habits, has to replace a previous tool (Excel) by a new one. The company therefore decides to launch video demonstration webinars to show all the advantages of the product and persuade the target that this tool has more advantages than the one currently in use.
How to use this outil ?
- Dresser an assessment of your current editorial strategy You can ask yourself about the content most shared by your Internet users and those that have provoked the most reactions. To do this, do not hesitate to analyse certain indicators (for example on social networks: number of shares or likes or on the site, time spent on the article or the number of comments or the number of unique visitors or the most visited pages on your site).
- What content is the most difficult at produire ? This will allow you toIdentify your strengths and weaknesses (e.g. a white paper is high value-added content that requires significant drafting resources).
- Position existing editorial formats on the matrix according to the behaviour of your target audience and the objectives of your editorial strategy.
- Achieve a competitive benchmark by analysing the content already published by your competitors. This way, you can draw up a list of the most read articles, the most shared articles and the most used editorial formats. In addition, don't hesitate to study the keywords on which your competitors have positioned themselves. This information is easy to obtain (for example, you can examine the Title or Description Tags of your competitors or use Google Adwords).
- Brainstorm with your editorial team to determine new topics to be produced and new editorial formats to be included in your editorial strategy.
- Position your contents on the matrix again.
Choosing an editorial format based on ROI
There is a version of the Matrix tool whose purpose is to analyze ROI and conversion volume based on content produced. Good obviously, the objective is to minimize your costs while maximizing your conversions.
On this two-dimensional model are positioned in ordinate the return on investment [ROI] and, in abscissa, the leads and sales generated. It There are 4 categories of content:
- " Low volume & High ROI " that correspond to content with a high ROI, but which generates few leads and few sales. Organic publications on LinkedIn or Instagram fall into this first category.
- " High volume & High ROI " which are high ROI content that generate leads and sales. These are the elements that should be prioritised for your editorial strategy. Not surprisingly, it is a question of content optimized for SEO and long tail blog posts.
- " Low volume & Low ROI " which are contents that do not generate ROI and do not allow you to obtain qualified leads and increase your sales volume. They should therefore be excluded, as they are too expensive and do not bring in much revenue. The matrix includes sponsored publications on Facebook in this category.
- " High Volume & Low ROI ", These contents will certainly allow you to generate quality leads and increase your sales, but they will be very expensive. This category includes public relations, for example.
In this article, we have presented 3 strategies to you allowing you to identify editorial formats based on behavior of your prospects and their expectations. Do not hesitate to use them and to adapt according to your budget and your objectives.