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Best practices for building a content strategy

Define Your Goals.

Great content is created for a specific purpose, and this purpose needs to be defined. Ask yourself if you are creating content to boost brand awareness, generate leads, convert users, attract past customers, improve search ranking results, or something else altogether.

Once you have clearly defined your goals, you need to determine if a content strategy is in fact the best way to achieve them. Don’t assume content is the best option in every situation. For instance, content might be of little use in converting users at the bottom of the sales funnel; however, it could be invaluable in boosting brand awareness and lead generation.

Different segments of the sales funnel warrant different types of content. So, you will need to decide what content is most appropriate for a person to receive at a given time. That way, you will have the right conversation with the right person at the right time.


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