Content strategy: 5 tips for successful delivery

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Coming up with the ideas, creating the content and getting it published is only part of the job.

Content marketing doesn’t really work without a strategy supporting it.

Here are 5 tips to help build a successful content strategy.

1. Identify your target audience

If your content isn’t created with a specific audience in mind, it won’t land. Simple as that.

Content needs to resonate, which means it needs to be relevant. And being relevant is much easier if you know who you want to talk to before you create the content.

Trying to appeal to lots of different groups will inevitably lead to your content appealing to no one.

2. Value for your audience vs the sell

You know what you want your content to deliver something. But content marketing isn’t advertising, it’s not a direct sell. (How many ads do you read?)

Plan your content around building a relationship, positive association and trust with your target audience.

Think about how your audience benefits from reading/watching/listening to your content without you getting anything in return.

Yes, you can have a call to action, but if you are always trying to sell or segue into a sell, it’s obvious and a turn-off.

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Writing LinkedIn posts: 3 different styles of opening lines

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The first two lines of your LinkedIn post are critical for stopping the scroll and drawing readers in.

If it’s boring and doesn’t grab attention or intrigue, people will scroll on by.

There are many ways to write an attention-grabbing opening line on a LinkedIn post. Here are three examples using this post I wrote about the dangers of relying too heavily on one social platform.

1. My original opening line

What would you do if you couldn’t post to one or more of your social media platforms?

It happened to me recently.

I started with a question that would (hopefully) give pause for thought and intrigue – ‘What would I do?’ ‘How does my strategy compare?’ etc.

Followed by the start of a personal anecdote to add to the intrigue and make it relatable.

2. Less direct/conversational

I could have gone for something that didn’t involve ‘you’, which I know makes some B2B content creators a bit itchy because it’s more conversational and direct:

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Adding value to B2B business news updates on LinkedIn

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LinkedIn recently changed its algorithm to shift the balance from ‘clickbait’ content to more meaningful posts.

This article gives a good explanation, but to boil it down, it seems the algorithm is looking for relevancy and meaning through knowledge and advice.

Now you should never write purely for the algorithm (that way, madness lies). But this change is a good reminder to ensure your content, whether on LinkedIn or elsewhere, offers value to your target audience.

If you use LinkedIn to post news and business updates, it’s an opportunity to enhance those stories to make them stand out.

Here are some value-add ideas using B2B built environment businesses as the reference point:

Leasing deal announcement

Content value-add ideas:

  • What does the deal say about current market conditions?
  • If it fits or bucks a particular occupier trend
  • Anything you learned working on the deal or any surprises

Development milestones (planning, topping out, completion etc)

Content value-add ideas:

  • Talk about what the particular milestone means
  • How does this development fit into the broader market/what does it represent
  • Any lessons learned from the process so far
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How to avoid B2B content creation overwhelm and be strategic

With so many different types of content and so many channels, how do you decide where to put your content marketing time and energy?

This was the topic of a LinkedIn live stream and webinar discussion comms pro Ayo Abbas and I had.

We covered a lot (and answered a lot of audience questions) but here’s are some edited highlights. There’s a link to the replay of the full discussion at the end.

How do you decide what type of content to create?

Ayo Abbas You’ve got to make sure that you move away from perfection. Sometimes getting it done and getting it done to a decent standard is better than nothing at all.

When it comes to what type of content I want to create, I think about what the story is I want to tell and what content works for the story.

Or what have I not done for a while? Sometimes people aren’t posting certain types of content, so maybe doing that makes you stand out from the crowd.

Me I think it’s important to focus on where your audience is. Is your audience watching 15-second videos on TikTok? Then that’s probably what [your content] should be.

But if they’re not, then maybe that isn’t the type of content you should create.

[Caveat] Don’t forget new audiences. It’s very easy to get stuck into doing one type of content, but is there a new audience you want to reach, and are they consuming different types of content rather than the type you’re creating?

AA I interviewed an architect from BVDs. And he talked about finding the channels that you really enjoy. He loves talking, as does his partner, so they do podcasts.

Is it OK to stick to one type of content?

Me Yes and no. Yes, because it’s better to do one thing and do it well rather than trying to do lots of different things and not do anything particularly well.

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Video: Post-event content strategy – are you making the most?

Watch for examples of a post-event content strategy

I’m no stranger to events having been moderating panels and round tables for more than a decade (and doing event write-ups).

But there is one thing that organisers regularly miscalculate with their post-event content strategy:

How much content the discussion will generate.

Why is a write-up from a panel event or round table valuable?

💡 Bigger audience – content can extend your event’s reach beyond the people there.

💡 Longevity – your event lives on in your content beyond the ‘thanks for coming’.

💡Promotion – A good write-up can help build interest in your next event, maybe a bit of FOMO.

💡 Time-saving – It’s relatively easy content you don’t have to write from scratch.

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