Build a Content Strategy in 5 Steps: Stop Wasting Your Time on Content (Unless You’ve Got a Strategy)

Masterclass de marketing de contenidos: Segunda parte

If you’ve read Part One of this Content Marketing Masterclass, you should be well aware of all the benefits of content marketing for your business.

¬ŅMuy emocionado? Ya somos dos.

However, before you start churning out content for content’s sake, you should seriously consider creating a solid content strategy.

Si te saltas este paso, te arriesgas a invertir mucho tiempo, energía y recursos a cambio de muy poco. Así que espera un segundo para escribir ese blogpost rompedor y descubre cómo crear una estrategia de contenidos paso a paso.

You’ll thank me later.

This post is Part Two in a brand spanking new Masterclass Series on Content Marketing. We believe it’s an incredibly important topic – and according to a little survey we did, you do too. Trouble is: there is so much content on content marketing out there (talk about meta) and a lot of the intel is conflicting.

Te traemos esta Masterclass en colaboraci√≥n con Anouck Meier, Chief Storytelling Officer en Ampersand. Anouck es un copywriter de conversi√≥n y un estratega de marketing de contenidos que ha trabajado con numerosas marcas, grandes y peque√Īas, para ayudarles a alcanzar sus objetivos de negocio a trav√©s de contenidos estrat√©gicos. Vamos a aclarar la historia del contenido de una vez por todas en una gu√≠a completa. ¬ŅListo para sumergirte?

- Jeroen Corthout, Cofundador Salesflare, un CRM de ventas f√°cil de usar para peque√Īas empresas B2B.

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¬ŅQu√© es la estrategia de contenidos?

“I’m so excited to talk strategy and definitions and business jargon and gobbledygook!”.
– no-one ever

Aunque aparentemente el mero tema hace que muchas personas muy inteligentes quieran sentarse en un rinc√≥n a llorar, es importante tener una idea com√ļn de lo que es una estrategia de contenidos.

A strategy defines a specific course of action that will take you from where your business is now to where you want it to be. It’s basically “where to play and how to win.”

A content strategy, specifically, guides you through the creation, publication, distribution and management of useful content. It defines how you’re going to use content to achieve your business goals and to meet your audience’s needs.

Your content needs to have a well-planned purpose and that purpose should be in line with your business objectives. From the tiniest tweet to the epic 10 part Masterclass Blog Series: if it’s not aligning with you company’s greater vision, it’s a waste of time, energy and money.

Los 5 elementos clave a tener en cuenta en tu estrategia de contenidos son:

  • Qu√© ¬Ņqu√© quiere conseguir?
  • Qui√©n ¬ŅA qui√©n se dirige? ¬ŅQui√©n es su p√ļblico?
  • What’s your unique brand story?
  • ¬ŅQu√© formatos de contenido utilizar√°?
  • Qu√© canales utilizar√°s para distribuir tus contenidos?

Estas son preguntas cruciales que debe responder antes de determinar cómo creará, publicará y distribuirá el contenido de forma coherente en su plan de marketing de contenidos.

We’ll dive deeper into each of these questions below when we get into the nitty gritty of how to create your own content strategy.

estrategia de contenidos: 5 pasos clave
No hay estrategia sin intriga.

¬ŅPor qu√© necesito una estrategia de contenidos?

If you don’t have a content strategy yet, you’re not alone. In fact, the stats show that content strategy is one of the areas marketers struggle with most (Source: Content Marketing Institute):

  • 63% of businesses haven’t got a documented content strategy
  • 64% de los profesionales del marketing necesitan ayuda para crear una mejor estrategia de contenidos
  • 60% de los profesionales del marketing tienen dificultades para producir contenidos estrat√©gicos de forma coherente

El problema es: sin una estrategia, el √©xito o el fracaso es s√≥lo cuesti√≥n de suerte – and you risk all your precious efforts going to waste. 🤯

Creating content without a plan is like hiking in the wilderness without a map or a compass: you may reach the summit and get back to civilization in the end, but chances are you’ll end up wandering around aimlessly, getting frustrated and hungry (and depending on your location, a grizzly bear might have you for lunch). 🐻

It’s no surprise that those companies who do have a strategy are most likely to feel that their content marketing efforts are successful.

Cuando se les preguntó qué factores atribuían los profesionales del marketing B2B al mayor éxito de su marketing de contenidos, 72% se refirieron al desarrollo y/o ajuste de estrategias. (Fuente: Instituto de Marketing de Contenidos)

Realmente vale la pena documentar su estrategia tambi√©n: 62% de los profesionales del marketing con m√°s √©xito tienen una estrategia de contenidos documentada. (Fuente: Instituto de Marketing de Contenidos). Seg√ļn la investigaci√≥n anual de MarketingProfs, estos profesionales del marketing:

  • son mucho m√°s propensos a considerarse eficaces en el marketing de contenidos
  • sentirse significativamente menos desafiado con cada aspecto del marketing de contenidos.
  • son capaces de justificar el gasto de un mayor porcentaje de su presupuesto de marketing en marketing de contenidos.
trazar su estrategia de contenidos
Creating content without a strategy is like hiking in the wilderness without a map (mind you: you still need to consult the map and pick the right route if you don’t want to get stranded on the edge of a cliff like this ).

Estrategia de contenidos = éxito de los contenidos

Si aborda el marketing de contenidos de forma estratégica, ayudará a su empresa a planificar fuentes fiables y rentables de tráfico web y contactos cualificados nuevos. Incluso una sola pieza de contenido perenne puede crear esa cantidad constante de tráfico orgánico, y la adición de un regalo en la mezcla ayudará a generar clientes potenciales para usted a medida que pasa el tiempo.

What’s more, your content will not only help attract leads – it will also help educate your target audience and generate awareness for your brand.

It’s no wonder that learning how to create an effective and scalable content marketing strategy is one of the greatest educational needs of marketers. (Source: Content Marketing Institute).

If you too have been wondering how to create a content strategy for your business, I’m here to help. No more throwing spaghetti against the wall: let’s dive in to learn the specifics of how to create a content strategy.


Cómo crear una excelente estrategia de contenidos en 5 pasos

This guide will walk you through 5 steps to developing and executing a content marketing plan that’ll help you grow your business without wasting time and money.

 

Step 1 – Goals: why are you creating the content you’re creating?

Lo m√°s probable es que quiera producir sus contenidos para cumplir uno de los siguientes objetivos:

  • Atraer nuevos leads de alta calidad y, finalmente, clientes de pago.
  • Realizar m√°s ventas, aumentar sus ingresos.
  • Aumentar el conocimiento de su empresa y crear expectaci√≥n sobre ella.
  • Ganar influencia y autoridad
  • Fomentar una comunidad y dar a tu tribu una raz√≥n para hablar de ti a los dem√°s.

Getting crystal clear on the exact goals you’re trying to reach, is crucial. But you also need to have a way of knowing when you have achieved them. That’s where setting key performance indicators (KPIs) for your content marketing strategy comes in.

They’ll include what you plan to achieve in terms of:

  • Ingresos
  • Ventas
  • Tr√°fico
  • SEO
  • Email marketing (list growth, open rates, click rates,…)
  • M√©tricas de las redes sociales
  • Gastos de marketing

Take note of your goals and KPIs and plan to monitor your progress towards these goals regularly. There’s nothing that will provide you with a nerdgasm quite like checking off those boxes and seeing the metrics coming out of your hard work.

 

Step 2 – Audience: who are you targeting with your content?

Parece una pregunta sencilla, ¬Ņverdad?

In reality, however, I often see companies missing the mark completely on this one. And believe me: if you fail to properly define your content’s audience and truly understand them, it’s virtually impossible to hit those ambitious content goals you had lined up in step 1.

Avoid the classic rookie trap of trying to target “anyone” or an overly broad defined audience. When it comes to content, one size does not fit all: if you’re trying to speak to everyone at the same time, no-one will truly feel like your content is written for them.

Your content strategy can only be effective if you clearly define your content’s target audience. By knowing your target audience, you can produce more relevant and valuable content that they’ll want to read and convert on.

Intenta aclarar las siguientes preguntas:

  • ¬ŅA qui√©n quiere dirigirse exactamente con sus contenidos?
  • ¬ŅCu√°les son sus preferencias?
  • ¬ŅD√≥nde est√°n?
  • ¬ŅQu√© tipos de medios de comunicaci√≥n o qu√© plataformas resuenan con ellos?
  • ¬ŅCu√°les son sus problemas?
  • ¬ŅC√≥mo puede ayudarles?

Whatever you do, don’t just assume you know the answers!

La investigaci√≥n de los clientes es vital para el √©xito de cualquier estrategia de contenidos. Se pueden recopilar datos valiosos comprobando qu√© tipos de sitios visitan sus clientes potenciales, con qu√© contenidos interact√ļan y en qu√© plataformas de redes sociales comparten contenidos.

One of the most basic forms of customer research is to engage in a dialogue with your prospects or customers. Ask them what they’re looking for, how you can help them solve problems. Conduct a simple survey or have a pop-up on your site asking them. Go and hang out with them in Facebook Groups or have a conversation on Twitter. Monitor what they’re talking about, which questions they’re asking.

Extra tip: keep a file where you gather this data and be sure to copy their exact wording – this will become an invaluable swipe file to inform your copy going forward.

¬ŅTe apetece algo m√°s avanzado? Activa Demograf√≠a e intereses de Google para comprobar los tipos de sitios que visitan los clientes potenciales. A continuaci√≥n, eche un vistazo a Google Analytics para ver el contenido con el que interact√ļan y revise qu√© plataformas sociales son populares para compartir en p√°ginas de contenido.

En Google Analytics, haga clic en Comportamiento>Contenido del sitio>Desglose de contenido para determinar qué contenido está produciendo los mejores resultados.

With all this information, you’re ready to create content that is targeted to your audience, rather than just the content you want to read. In one of the following parts of this Masterclass, we’ll dive much deeper into the subject of generating content ideas.

Finally, don’t forget to revisit your audience parameters regularly by conducting customer research.

estrategia de contenidos: ¿a quién se dirige?
Do you have a clear picture of who you’re talking to? – Photo by William Moreland on Unsplash

 

Step 3 – Formats: What type(s) of content will you create?

Lo siguiente es determinar qué tipos de contenidos/formatos crear.

Existe una plétora de opciones. Estos son algunos de los formatos de contenido más populares que crean los profesionales del marketing:

  • Entradas de blog
  • Vlogs
  • Podcasts
  • Libros electr√≥nicos
  • Infograf√≠a
  • Historias
  • Publicaciones en redes sociales
  • Seminarios en l√≠nea

Recomiendo encarecidamente tener un n√ļcleo central de contenido publicado en su propio sitio web que luego puede ser reutilizado y compartido en otros sitios o plataformas. Aseg√ļrate de que este contenido central sea valioso, procesable y compartible.

A word of warning: when you’re just getting started, it’s easy to get excited and start creating a whole range of different content types.

Whatever you decide to pick, don’t overdo it: if you want to establish authority and become seen as a thought leader you’ll want to put out content consistently.

Especially when your resources are limited, it’s far better to concentrate your efforts on a limited number of formats (even just one) rather than spreading yourself thin. A deserted blog or YouTube channel is not doing anyone any favors.

Antes de tomar una decisi√≥n definitiva, preg√ļntese: ¬Ņqu√© puedo hacer una y otra vez?

 

Step 4 – Channels: where are you going to spread the word?

Odio tener que decírtelo, pero si un blog, vlog o podcast va a ser el eje central de tu estrategia de contenidos, tu trabajo no termina después de pulsar el botón de publicar. Atrás han quedado los días en los que la gente se limitaba a venir a ver si tenías un nuevo post en el blog (y sí, he sido testigo de la existencia de esa época).

How is your content going to be found, accessed and shared after you’ve published it? Where are you going to promote and distribute all that juicy good stuff?

Your best bet to get eyeballs on your content is to serve it up where your audience is already hanging out. It’s much easier to meet them there, than to try and tempt them to visit a place they don’t usually go to. Focus your efforts on the platforms your audience already uses, or where you already have a successful presence. You can always expand later.

¬ŅNo est√° seguro de d√≥nde clavar una estaca en el suelo virtual? Eche otro vistazo a los an√°lisis de su sitio web. En Google Analytics, vaya a Adquisici√≥n>Social>Overview para ver los principales medios sociales en los que se est√° compartiendo su contenido. Buzzsumo te permite encontrar datos similares a trav√©s de su herramienta de An√°lisis de Contenido.

Otro canal que es simplemente perfecto para distribuir su contenido es el correo electrónico. Los suscriptores de su lista de email ya han mostrado interés en su empresa o productos, por lo que enviarles contenido relevante de forma regular y animarles suavemente a visitar su sitio web es una gran idea. Una nueva y relevante entrada de blog es la excusa perfecta para enviarlos a tu sitio.

 

Step 5 – Brand Story –  Who Are You?

Before you can truly understand your customers, you have to understand yourself. If you don’t want to take my word for it, take content marketing evangelist Joe Pulizzi’s.  According to Pulizzi, it’s vital to create a separate and unique identity. To develop an enduring and memorable brand that will set you apart from all the others in the crowded marketplace you’re competing on.

D√≠game, ¬Ņtiene una respuesta clara a estas preguntas?

  • What’s unique about you and your company?
  • What’s your point of view? Your perspective?
  • ¬ŅQu√© representa su empresa?
  • ¬ŅC√≥mo suena?
  • ¬ŅQu√© le diferencia de sus competidores m√°s cercanos?

In this day and age it’s incredibly difficult to create a product or service which is really unique in and of itself. Which means your potential customers need to know exactamente qu√© hace diferente al tuyo. 

Your audience wants to know who you are and what you stand for. You need to move past what your product or services offer, which is where content comes in. In order to prove why your company is worth buying from, you need to prove why you’re worth listening to first.

Make sure you spend some time getting clear on your mission, your positioning and purpose. Define your most important brand benefits. And finally, map out your brand’s personality, voice and tone.  They are the expression and embodiment of your company’s personality, beliefs and values.


Do you have a clear content strategy? Or are you taking the spaghetti-against-the-wall approach?  Let us know in the comments!

And don’t forget to check back next week for Part Three of our Content Marketing Masterclass about generating ideas for your content!

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Esperamos que te haya gustado este post. Si es as√≠, ¬°dif√ļndelo!

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Anouck Meier