Trying to reach a new audience, or just feeling uninspired by your current content mix? Refreshing your content strategy can open doors for your brand.

Is your content strategy missing the mark? It’s a good idea to revisit your content strategy plan to tighten it up and make sure it’s up-to-date, innovative, and engaging for your customers and prospects.

Having a content strategy is important because it ensures your brand has an impact and your business can continue to grow. A well-thought-out strategy comprises audio, visual, and written content that helps a business to achieve its goals.

A successful content strategy attracts the right audience at every stage of the sales process – from awareness through to interest, evaluation, engagement and purchase. That’s why it’s critical that you develop a good content strategy to compete in your industry.

To make your content plan excel, make sure you have identified your goals and apply these five top tips to help you achieve them:

1. Create unique content

Customers are always looking for something new and exciting. Unique content can help your SMB thrive in a noisy and crowded digital world. Content marketing is there to differentiate your business from your competitors. Something new and original will keep your readers interested.

If you want to re-purpose successful content, which marketers regularly do, make sure that you bring a new and interesting angle to it. For example, you could repurpose an article by using it to create a YouTube video or a podcast episode You could also break the content down into bite-sized posts for social media.

2. Write attention grabbing headlines

Every element of compelling copy has just one purpose — to get the next sentence read. That starts with the headline, which is really the most important part of article writing. It’s the first thing that can grab the attention of the customer or visitor.

A good title can determine the effectiveness of the entire piece. Don’t try to sell to your reader; rather draw them into reading the rest of the article.

Writing great headlines is not easy. It’s important to keep headlines short and use emotive language that will talk to your prospective customer’s pain points or desire to get something of value. Where appropriate, you can make use of puns or humour to give the headline some extra power. Posing a question piques curiosity and can be a great way to get a reader onboard.

3. Add visual elements

Using visual elements can be helpful in capturing the reader’s attention and simultaneously communicating your key message, often turning a basic piece of content into something excellent. Images also break up text and provide more interest on the page.

The image is the first thing people will see when you share the content on social media, so make sure it provides a snapshot of what they can expect to find when they click through.

Make sure your visual imagery adds to and amplifies the context of your content. Images can strengthen search engine optimisation (SEO) if the images are labelled with keywords so that the content can more easily be picked up by search engines.

4. Plan your content strategy

Your content strategy will outline your key business and customer needs and include a detailed plan for how you will use content to address them. Planning content is vital for your brand’s success.

Create a content calendar that includes when and where you plan to publish upcoming content. This may mean meeting with your team once a week and brainstorming to identify the topics and trends that your brand should be talking about. Remember to include the platforms you will use for each story, what your criteria, processes, and objectives are for each one, and how you will connect them to develop a cohesive brand conversation. This will help you create an emotion that can build over time with each interaction your customers have with your business.

5. Use analytics
You will not know if your content is serving your business goals without good content measurement. And if you don’t know if what you’re doing is working, you are wasting time and money.

Making use of analytics will help your business understand which content is working well – and which isn’t – and give you actionable insights that align with your communication objectives. This can improve your team’s ability to understand and create content that your audience actually wants to see. Given that data drives decisions, it makes sense to learn what data can reveal about how your customers interact with your content – and your brand.