Coaching
Content Marketing : You Need A Strategy
By Thrity Engineer-Mbuthia
What is so difficult about creating content ? Point and shoot ? Type up a 500 word blog post ? Many marketing professionals might take this completely for granted . In fact , as a marketer you may even think this is the role of a copywriter or a videographer .
Would you go ahead and price your products without a strategy ? Would you identify distribution models without an analysis first ? No , I didn ’ t think so . Therefore , your content also requires a strategy or at the very least , a wellstructured plan .
According to the Content Management Institute , successful marketers working with content , require to have a threepronged strategy . This strategy focuses on why , who and how .
The Why
This is all about the reason behind creating the content . The business has specific objectives it wants to achieve . As a marketer , you have made a conscious decision to use content to help you achieve these goals . What kind of goals might these be ? If you plan to introduce a new product into the market , it could be creating awareness of the brand . You have made a decision to curate content in order to increase awareness .
You can do this either as one specific activity or you can combine it with other tools of promotion that allow you to advertise , use the power of public relations or even mix it with personal selling . The final choice will depend on factors like
The Gen Z movement , sometimes called a revolution , may have been leaderless and tribeless , but there were plenty of instances where marketing principles were applied quite accurately , thereby driving the results in increasing campaign awareness , uptake of the campaign calls to attend rallies both on the ground and also in digital barazas . your budget . But before you get to restrict your activities due to limited budgets , it is good to think through all the possible activities or tactics you can apply to increase awareness .
Kenya as a country is going through immense change . Citizens are rising up to voice their displeasure on corruption , misuse of public resources and lack of public services . Watching the content unfolding on various social media platforms , one cannot help but think about the why . Why would you use the strategy of content creation to share the message ?
There could be several reasons . Content creation is a way to express a message , a story or a brand . Lots of people today are tapping into creativity to do this . One is able to see content in the form of music . Songs like Anguka Nayo have become an anthem for Kenyans who are looking forward to seeing more and more policies change . Every time high-flying politicians fall from the so-called pedestals , the citizens pushing for change celebrate one more step in the fight for justice .
The curation of content that is reflecting the mood in the country is a relatively low-cost approach , as compared to taking out print or TV ads . It has seen an eruption in numbers of nano influencers who have come up with memes , jokes , digital posters and satire to express their thoughts . A nano influencer is someone who typically has around 1000 followers .
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