Marketers have more outlets for their content than ever before, from SoundCloud to Snapchat. To be successful, though, you can’t push out content “spray and pray” style, hoping at least one piece hits its target audience in just the right way.
You need a strategy. “At a high level, the goal of a content strategy should be to help your business build an audience for your products and/or services,” says Dave Charest, director of content marketing for email marketing software platform Constant Contact. “More specifically, an early goal could be to increase traffic to your website, increase engagement, increase social shares, or drive specific customer actions.”