5 Can’t-Miss Content Strategy Articles Jennifer Taylor March 18th, 2016 Every week we select and summarize five content marketing articles for easy skimming.This week we bring you five articles on the importance of content strategy and some actionable tips on how to improve your content plan.1. Developing a Content Marketing Strategy [Content Marketing Institute]A content marketing strategy is not the same as a content strategy. Content marketers develop a larger story that engages the audience using content to drive profitable behaviors (while a content strategy is used to delve deeper and produce useful content).To build a content marketing, start by communicating your reasons for creating content, the risks involved, and your vision of what success will look like.Then, outline a business plan that covers the goals of your program, the unique value you want to provide through content, and any obstacles and opportunities you might encounter along the way.Put together a map of the audience(s) you aim to target with this content. Outline their needs and understand what their content engagement cycle might look like.Characterize your content marketing in terms of what ideas and messages you want to communicate, how those messages differ from your competitors, and how you see the landscape evolving. Next, determine which platforms you’ll use to tell your story, and how each channel will connect to create a cohesive brand conversation.2. Why Content Strategy Isn’t Enough [MOZ]Marketers can’t just insert themselves into every channel available and expect a return on investment. People are already numb to this approach. Striving to become the next unicorn pushes companies to place value on the wrong metrics and lose sight of what’s really important - putting time into earning trust from customers and building a business worth investing time in and being connected to.Abandon the “more is better” mentality. Prioritize real and relatable content that will make your business or brand so compelling and human that they transcend technology. Identify your meaning beyond money and what mark you want to make on the world. Create an authentic experience through content - 63% of consumers would rather buy from a company they consider to be authentic over the competition.Marketers are wondering where to spend marketing dollars. Put them into areas where your experience falters - make sure you’re authentic, the quality of your customer service is great, and your customer is getting the most value from your product possible.3. Content Strategy: A Development Guide [Kissmetrics]Don’t just churn out content for content’s sake. Strategize so that you can engage your audience and boost rankings at the same time. “Churning out content without analyzing your user feedback is akin to having a conversation on mute.”Use Google Analytics’ Content Drilldown to assess Average Time on Page, Bounce Rate, and Pageviews. Use this info to plan the right content for your audience. Look at social sharing metrics in Google Analytics to assess what‘s being shared, who is sharing, which platforms are being used, and what content is converting. Content needs to be tailored to the specific audience at each segment of the sales funnel - monitor your lead metrics and identify areas where your content could be improved to stop users from dropping out of the sales funnel. Data analysis only gives you black and white figures on a spectrum that encompasses a lot of subtleties. Make sure that you’re simultaneously listening to your customers and asking for feedback and suggestions to improve their experience.4. Why You Need Data To Improve Your Content Strategy [ScribbleLive]Analytic tools can help you fine-tune your content strategy with data science.Use data to determine who is at the forefront of your industry and which influencers you should connect with. Once you know who’s driving the conversation you can start developing a relationship and eventually have them contribute to your blog with a guest post.Use data to determine what kind of content you should be creating, and to better understand which content formats are gaining the most traction with your audience. Use data to determine which channels your audience is most active on, and what time of the week and day they’re most likely to interact with your content. Use data to create personalized interactions, omnichannel experiences, and rich storytelling opportunities. The line between in-store and online shopping is blurring so location data and browsing history can be used to customize and add value to the user’s experience.5. What Wearables Mean For Your Content Marketing Strategy [Visually]When it comes to adoption and strategy, there are three schools of thought towards building a content strategy for wearables. #1: Adopt rapidly for contextual delivery. Over 20% of consumers already own a wearable device so it’s crucial for marketers to start thinking outside of the box and consider opportunities to play in this space. Getting in at the beginning will position your brand as an innovator. #2: Plan ahead to budget for micro-consumption. Find creative yet simple ways to create engaging content that is responsive to facial expressions, behavioral characteristics, and voices. Deliver bite-sized content that is appropriate for the device.#3: Proceed with caution. People are more aware of how much data they are providing and who is accessing it. Many also Adoption isn’t universal and will require a learning curve for content marketers and professionals.