开发您的通信内容策略的六个步骤
Step 4. Develop content ideas and align them with “triggers” in your business plan.
好吧，您有一个愿景，目标，关键观众，以及为您的内容确定的出版物场地。这些是您内容策略的高级方面。现在是时候让你的手肮脏并发展与你的组织愿景一致的惊人内容想法。这是您内容策略的核心。
以下是开发内容的一些策略：
从内容审核开始：
Analyze the rhetoric and information on your current website by conducting a content audit, or an overarching analysis that details the content currently up on your site. By seeing what you already have in place, you can strategically build upon your previous writing or take things in a new direction.
评估竞争：
Now that you understand your own content and its effectiveness, it’s time to invent new ideas by conducting a competitor analysis. Research sites similar to yours and identify what is working on those sites. What draws you in? What are the common keywords they deploy? What tone and style do they use? Do you like it? How do they build engagement?
研究关键词：
当您写作甚至事先 - 知道常见的关键字人员将搜索才能访问像您的内容的智能。虽然您可能使用特定语言来描述您的工作行，但您希望到达他们所在的人。有创意，但确保你的创造力不会混淆谷歌SEO“蜘蛛”。例如，人们更有可能搜索“商业写作课程”一词而不是“商业写作研讨会”，因此我们随着时间的推移改变了消息传递，以便与最有可能将人们带到我们网站的关键字对齐。
Develop Content in “Series”:
随机帖子后不要写帖子。创建内容“系列”讨论给定主题中的多个点或概念。这种方法很大于三个原因：1）它在不压倒读者的“咀嚼”块中保持博客内容;2）它侧重于与您更大的愿景保持一致的主题;3）通过在多个页面上传播内容来增强SEO，驾驶读者接合。
允许内容开发解锁组织成就：
你想接触新客户线索或market an existing product? One strategy for doing so is to create blog posts or white papers that discuss different aspects of your products, services, organizational culture, or unique approaches to doing business. When content aligns perfectly with one of your strategic goals–like reaching a new customer audience–you can use that content to market your services or products in unique ways. So don’t just start emailing potential clients or customers. Instead, develop a robust suite of content that can meet one of their needs and engage with your audiences on a human-level first. Then reward yourself for all your hard work by allowing yourself to share that content–and your service and product descriptions–with your leads. Allow content development to “unlock achievements” in your business by building creative outreach strategies around the great content you develop. As Claire Pelletreau and Val Heisler say onThe Get Paid Podcast，“对人荒谬有用。”
生成内容的想法合作与您的受众：
无论您是否在与您领域的专家中加入对手或加入在线对话，都会通过参与来产生思路。通过与他人联系，您就会了解对影响您领域的问题的认识，并且您还会学会阐明您对该主题的独特立场和透视。作为一个额外的奖金，您在网上建立了别人，其他人将习惯于听力，并希望遵守 - 以便您的联系将增加，您的声音将会增加。
这些策略在一起工作得很好。例如，也许您希望将公司的药物信息应用程序推向药房学生的受众。通过与Twitter上的药房学生和不同的药房句柄学院接触，您可以了解对考试的学习导致您的目标受众造成很多焦虑。要营销您的应用，您首先通过写作和宣传学习习惯以及如何记住药物类型和副作用的博客系列来与您的受众融合。通过分享免费，专家内容首先，您可以使用您的观众引导他们的产品或服务，以方向令人讨厌。