New year, new content marketing strategy: defining an effective theme for your business

With the postponement of the calendar, many people take a moment to re-examine their lives and make changes in the form of New Year’s resolutions. While some common resolutions are about personal health and well-being, they don’t necessarily have to be. strictly personal. The New Year can be an effective time to reassess what has worked and what hasn’t worked for your business over the past year. If you haven’t hit the goals you hoped to achieve, maybe it’s time to reconsider your business’s content marketing strategy.

But before you start on your marketing vision board for 2022, it’s important to recognize some of the pitfalls that come with resolutions. After all, an overwhelming number of such statements end in failure. In this article, I go over the best practices for creating lasting changes over the coming year, both for yourself and for your business.

Building the scaffolding for an effective content marketing strategy

When it comes to setting your goals, it’s especially important to have accountability controls in place. It can be helpful to consider the changes you want to make to your content marketing strategy like the construction of a building. Before you start installing floors and walls, you must first have a plan for what you want to achieve.

Set yourself up for success by establishing a solid foundation for a content creation strategy with your 2022 theme.

It can be tempting to start with the end goal. Maybe you want to grow your audience, sell a certain amount of product, or sign a specific number of customers. But to follow the construction metaphor, it’s like putting wiring before you put your foundation in place. Goals are an important part of making big changes in your business, but those same goals need a framework to build on. If you want to create an effective content marketing strategy, my suggestion is to do away with traditional resolution altogether.

Instead, it might be worth considering a New Years theme. This idea was popularized by YouTube creator and podcaster CGP Gray. A useful video describing the topic can be found here. To sum up, a theme can act like a compass, pointing you in the direction you want your business to take. Unlike a resolution, as long as you keep moving along with your theme, you haven’t failed. This can be helpful because marketing for your business is a process that takes time. In fact, you can go months without seeing results. However, with a one year theme to guide you, you can be sure that you are still making progress.

So what are some marketing themes that might work for your business?

  1. Year of Less – This theme can be especially useful for identifying areas of your content marketing strategy that aren’t working. Maybe that means taking a look at the platforms you use for your content creation. For example, Instagram, which is younger in terms of demographics, may not reach your audience in their 30s to 40s.
  2. Year of Consistency – One of the best ways to support the growth of your business through your content marketing strategy is to provide consistent and reliable content. This theme is useful because it can scale to fit a content creation schedule that is right for your business. While some businesses may benefit from creating two posts per day, your business may not. This theme is for experimenting with what works for you. If you find that your initial estimate of two posts per day isn’t working for you, you haven’t failed. You kept moving forward towards your theme of creating a consistent timeline for your content.
  3. Year of Optimization – Similar to Year Down, this theme can help you determine how your content marketing strategy is working and not working for your business. If throughout the year one of your strategies is not effective, acquiring this knowledge will still move you in the direction of your theme. As long as you continue to grow and learn from the results of your content creation, you are on the right track.

But what if these three marketing themes aren’t right for your business? Here are some questions you can ask yourself to help you find your own theme.

  1. What worked for you over the past year?
  2. What went wrong for you last year?
  3. What content marketing strategies have your competitors used?
  4. What demographics would you like your business content to reach that it isn’t currently?
  5. What would you like your business to look like by the end of the year?

Even if you have a clear idea of ​​what your theme will be for the next year, taking the time to answer these questions can go a long way in shaping your content marketing strategy.

Now that we’ve established a solid foundation on which to grow your business, we can move on to the topic of goals.

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What changes are you targeting with your content creation?

Develop effective goals for your Content Marketing Strategy

I do not think in any way that the lenses should be removed completely. If constructed in a conscious manner, they can be effective tools for accessing motivation and recognizing personal accomplishments. When marketing your business, an objective can also form the basis and specify what might otherwise appear to be a general theme.

However, not all goals are created the same. To ensure that your goals are serving your content marketing strategy, it’s important that you are SMART about it based on Indeed. SMART stands for:

  • Specific – When choosing goals, it is important that they are narrow. The steps to reach your goals should be clear and understandable.
  • Measurable – How will you know when you have reached your goal? Whether it’s how many subscribers you’ll gain or how many blog posts you’ll create each month, having a metric you can look at to mark your progress and know when you’ve hit your goal is essential.
  • Achievable – One of the most common barriers to achieving a goal is reach. When setting your goals, be sure to evaluate the steps required to reach your goal.
  • Relevant – This is where your theme is particularly useful. As you create goals, ask yourself how that goal will point you towards your chosen theme for the New Year. For example, if you choose to make 2022 the Year at least, now is probably not the time to set the goal of adding a new content creation platform.
  • Time Based – When Do You Plan To Achieve Your Goal? Take a moment to assess how long the process may take. When it comes to growing your audience, for example, it might not be reasonable to expect your audience to grow from 300 subscribers to 3,000 subscribers in a month.

With this acronym to help guide your goals, you are much more likely to achieve them. Now that you have your theme and goals, it’s time to get started!

Three Strategies For Your Content Marketing Strategy Theme

Online content creation for businesses.  Focused young woman in eyeglasses sits at home office engaged in computer work, read information on laptop screen.  Thoughtful millennial woman chatting in corporate network type email text on computer

Meet your audience where they are with your content creation and you will see results.

Meet your audience where they are with your content creation and you will see results. Whichever theme you choose for 2022, here are some strategies to keep in mind to help make this the most successful year yet.

  1. Keep your audience in mind throughout the content creation process.

The types of content that will work for one audience may not work for another. As you go through the content creation process, ask yourself if the content you create is something your audience will want to engage with. It can be helpful to follow the creators of content that your audience is following. Immerse yourself in the topics and language your potential audience uses.

  1. Create content in a timely and consistent manner.

Even if your theme is not consistency, your content marketing strategy should include a consistent time during which you will publish your content. Having a regular schedule not only trains your potential audience when to expect content, but also helps with search engine optimization and drive more traffic to your business.

  1. Engage with your audience.

Part of building a successful social media account is showing your audience that you care. At the end of the day, people don’t come to social media to make a purchase. People come to social media to pass the time, have fun, and interact with like-minded people. If you want people to engage with the content you’ve created, you need to show them you’re there. When people engage with your posts, take the time to respond. Show them that you are more than a business.


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