It’s 2017 – Time To Update Your Content Strategy


As digital marketing trends change and develop, your content strategy needs to evolve with it. If you want to create a marketing plan for the coming year, you need all the most up to date tools and strategies.

Here’s our top tips

Repurpose your content

This is a great way to update your strategy without having to start from scratch. Some of the benefits include boosting your SEO, reaching new audiences, reinforcing your message and gaining authority. But best of all you can save time in your content creation process.

Start by identifying your best content. It could be evergreen content that stands the test of time or your most popular posts. Update statistics and dates, tweak it and publish it on another website. Try combining a series blogs on the same topic to create an ebook or whitepaper. Inversely pick out some statistics, quotes and tips for posts on social media. You can avoid the negative impact on SEO of duplicate content by turning a blog into a video or podcast. The possibilities are endless.

For more information, read our complete guide to repurposing content.

Boost local website traffic

Digital marketing is an essential part of every successful business. If you have a local business then you may feel that it’s impossible to go toe-to-toe with the big companies when it comes to content. Especially as they can pay for a team of experts to create guides, case studies, white papers and blogs.

The good news is that Google and other search engines aim to serve users with the most relevant and useful information. This presents smaller businesses with the opportunity to become regarded as trusted local experts. To do this you should think about what questions your customers have and provide the answers.

Implement a strategy to use your blog to answer the most common questions. This is good for Google as it demonstrates that you’re updating your website with new content on a regular basis.

Use local keywords such as locations and nearby businesses to increase the likelihood of appearing in search results.  Online reviews are one of the most trusted methods for people to check if your business is reliable. Ask for reviews and testimonials that you can use to build trust and increase your rankings.

Mastering these techniques can allow you to compete and implement a content strategy that will set you apart from the competition and has a measurable impact on your business.

Data-driven decision making

Many managers are relying less on intuition and more on data to make strategic decisions due to increasing opportunities to collect and leverage digital information. Data should be at the very core of strategic decisions for every business no matter what size, from colossal multinationals to local family run businesses.

Rather than beginning with what data you should be collecting, start with the strategywhat your business is looking to achieve. The metrics that are most important for your business will vary depending on your goals and industry, but a good starting point is to focus on cost, performance and engagement.

Monitor the data to ascertain what’s working or if your strategy needs a change of course. Collect and measure data that actually matters to the success of your brand. Analysing your data will provide you with insights; insights that can guide your decisions and actions.

Think about your audience

The best strategy for creating content is to begin with the customer. Who is your target audience? What are the problems they’re trying to solve? How can you provide them with a solution? What channels do they prefer? What keywords do they use to search? Consider the customer journey and think about the various touch points where you customers interact with your business.

Are you looking for guidance with your content strategy? Then look no further. Atelier is a digital marketing agency in Hampshire. Why not speak to our team today