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2020-07-16 17:54:55

如何制定内容策略

How to create a strategic content plan

Content is king! Marketers have been saying that since the early days of the web and digital marketing, and it is as true today as it was then. But it is also a bit too general to be a useful piece of advice. In this article and video we will provide you with a simple framework and a very clever tool for developing your own content in a more strategic and targeted way to attract and convert more customers.

内容为王！从数字营销的早期开始，营销人员就一直在说这句话，到今天这句话依然是正确的。但这也太笼统了，不能成为实用的建议。在本文和视频中，我们将为您提供一个简单的框架和一个非常棒的工具，帮助您以更具战略性和针对性的方式来创建内容，以吸引和转化更多的客户。

为什么我们需要内容策略

Why do we need a strategic Content Plan?

Let’s be honest. We are all guilty of talking about content strategy, but often when it comes time to actually do it, we simply do some keyword research to find popular search terms and then start writing articles that we think will rank for those terms and attract a relevant audience.

说实话，我们都对谈论内容策略感到惭愧，但是通常到了真正要使用它的时候，我们只是做一些关键词研究来找到一些搜索量高的关键词，然后开始写一些我们认为可以获得这些关键词排名并吸引相关受众的文章。

This is better than doing nothing, but it is not very strategic. It does not take into consideration all the factors that determine whether someone will buy from us.

虽然这总比什么都不做要好，但是它没有战略性。没有考虑用户是否购买的所有因素。

If we can build a more strategic content plan we are much more likely to properly address all the challenges and questions our prospects have as they move through the buying process. In other words, with a strategic content plan we’ll attract more relevant traffic and drive more conversions.

如果我们能够制定更具战略意义的内容计划，那么我们更有可能正确解决潜在客户在购买过程中遇到的所有挑战和问题。换句话说，借助战略性内容计划，我们将吸引更多相关流量并带来更多转化。

那么我们如何构建此内容计划？

Great, so how do we build this content plan?

To build a strategic content plan we first need to understand the following:

要制定内容策略，我们首先需要了解以下内容：

●Who is our customer?

谁是我们的客户？

——If we have a B2C product we probably have more than 1 type of customer. We can call these segments.

如果我们是B2C业务，则我们可能拥有不止一种类型的客户，我们可以把客户进行细分。

——If we have a B2B product or service, often there is more than one person who will influence the decision. We need to understand who these stakeholders are.

如果我们是B2B产品或服务，通常会有不止一个人会影响决策。我们需要了解这些利益相关者是谁。

●What is the goal of our customer? This is not about your product, this is about the underlying need the potential customer has.

客户的目标是什么？这与您的产品无关，而与潜在客户的需求有关。

●What is standing in the way of achieving their goal?

是什么阻碍目标的实现？

●What questions will they need to ask to overcome their challenges?

他们需要提出哪些问题来克服困难？

Once we have good answers to these questions, we also need to take into consideration the customer buying cycle, as well as different content types and channels.

一旦我们对这些问题有了明确的答案，我们还需要考虑客户的购买周期以及不同的内容类型和渠道。

This is where things can get overwhelming, and why we are happy to share our 5 step process and workbook which walks you through the process of building your own strategic content plan.

这就到了最容易让人觉得很复杂难以应对的阶段，因为我们将分享5步流程和模板，它会引导您完成构建自己的战略内容计划的过程。