“42% of companies have hired a designated content strategist executive.”

“78% of consumers say that personally, relevant content increases their purchase intent.” 

The need for a solid Content marketing strategy in 2019 is evident from the stats above, Our Founder takes you through the different steps to building a successful content marketing strategy. 


Video Transcript

Welcome to The Marketing Wrap. My name is Ahmad Elhawli, and today we’re discussing how to build a successful content strategy.

More often I get the same questions. Ahmad, I’m creating this content. Nobody’s engaging with it or not enough people are engaging with it. It’s not effective. We’re not converting. So on, so on. Same issue.

Okay. Then I ask them a few questions. Then I find out they’re just creating content for the sake of creating content. There’s no strategy behind the content that they’re creating. There’s no long-term goal. There’s no nurturing of the consumer through the content that they’re creating. They’re just creating content because they can say that they created content. Content needs to be created with a goal in mind, with an aim, with a journey that you’re going to take the consumer through.

Okay. Let’s start down at the very, very bottom. The first thing you need to do when building a content strategy is have a goal and objective. That’s number one.

Number two, you need to understand your audience. So, who is your audience? What kind of content are they likely to engage with? Where are they going to be located? Which platforms do they spend most time on? What kind of content would they basically want to read, want to watch, want to comment on, so on, so on.

Number three is the different forms of content. So, we mentioned that the platforms where they are going to be. Now, we have to create content that’s going to be suitable for these platforms. So, for example, YouTube is more longer form video. Facebook is more longer form video. Instagram, short form. Snapchat, short form. Snapchat, Instagram stories, short form. So, understand what kind of content are you creating.

So, now let’s get a bit deeper and discuss how we build this content strategy. Number one, really take them through this journey. What is this journey? What is this consumer journey? Now, there’s been many reports of different consumer journeys nowadays, and if your organisation has different methods, so on, so on. Google says to you that the consumer journey really is no longer a consumer journey. You have to be omnipresent and create as much content as you can and make sure you’re there when your consumer wants to be there. They’ve done a case study on this, and it’s there for you to read.

They reckon the old consumer journey that we talk about is broken. No worries.  But anyway, I’m going to tell you what works for me and what hasn’t worked for the clients that I’ve worked with in the past.

So, what we’ve done is this. We’ve built four different stages. The awareness stage, the consideration stage, the decision making stage and the promotion stage. And what we’ve done for you is this. For the awareness stage, we’ve created content that’s basically going to raise or create an alert in the consumer that hollers to them that they also have this problem, even though they weren’t thinking about it. You understand what I mean? So, the content that we’re creating is with them. They dig in deep. We’re doing root search on industry, and we’re looking for multiple issues that occur consecutively through multiple organisations and the feedback that they’ve received from the consumers.

We create their content in the awareness stage. Therefore, we’ve done deep root search. We’ve engaged with our organisations. We’ve heard back from them, and we’re creating content based on that. That triggers that alarm that you wanted to trigger because the consumer then says to you, “Okay. I’m also having this issue, and I wasn’t even thinking about it.”

Then there’s the consideration phase, which are their issues themselves. Once you get them in the awareness stage, you start to learn about your audience, the way they interact with your different pieces of content. You need to understand something. In the awareness stage, you need to create multiple pieces of content to see what kind of content they’re going to engage with. There’s no one piece fits all because here you’re trying to build an audience around your current product.

So, in the consideration phase then you know a bit more about your audience. You start creating content about their own issues, their own problems and start giving them possible solutions, different solutions from the industry.

Number three is the actual decision making. Now, we’ve gone from awareness to consideration to decision making. Here’s when we start pitching our product as the possible solution. How? I’m not saying, “Sign up for our product today, and it will solve your problems.” No. We start describing and discussing different tips, different techniques, different methods, how our products have helped different people, different case studies, different testimonials. That’s how you bring them down. Not from the very beginning. Your organization’s the one that I want to work with because it’s your organisation.” Come on now. There’s so much competition. The last ebb in the marketplace is flooded. No matter who you are, what you do. Almost every single industry’s almost flooded. You need to stand out. How do you stand out? Through this journey, through this process, understanding who you’re creating content for, having a goal, having an aim and achieving it through your content and through your journey.

Number four, promotion. Turning customer into your promoter. Make him be the one that spreads the message about your brand. Word of mouth is the most valuable piece of marketing or advertising. It goes the longest way. It comes a source that people trust, therefore people believe in it. People are always asking others for opinions.

As you can see, it’s a bit of journey. We don’t go for a cure from day one. We take our time. We nurture the customer through the journey, and we close then when the time is right. And sometimes it’s never right. Sometimes your product’s not suitable for them. But don’t expect this to happen overnight. This process will take you between three and six months for it to really work and really kick in. And you’ll be creating a lot of content, but at least you know what you’re creating content for, and you’re guided through your journey that you know, at the end of the day, that they’re more than likely going to convert.

So, that’s basically how to go about building content strategy that actually works. We send out work for organisation, organisations that have generated hundreds of millions of dollars. I went into an organisation. I finance one. Before I got there, we had no digital presence whatsoever. This was in 2014. We built this flow, and we built a content strategy that basically was pumping out multiple pieces of content every single week, three or four blog articles, different images, different engaging content day by day. In 18 months, we doubled their annual revenue. Why? We developed them as a resource for that niche, for that industry…

That’s all from me. Any further questions, leave them in the comment section below, and I’ll definitely get to them and answer them. Thank you for listening to Marketing Wrap. See you later.