Website and social media content creation is your business’s superpower. Today’s we are in ecommerce edge .

Your business website and social media pages has to be well crafted with all the right content to reach your audience, providing the information they need to become a loyal customer. It’s guaranteed that if consumers can’t find the content they’re looking for on your business website, there will move to alternatives that can answer their questions and earn their business. Invest in your content and you’ll see clear business growth benefits.

what is the content strategy and content marketing

content strategy is the unified approach you will take to generate and distribute content
in a number of different channels to accomplish a marketing objective.
content marketing isabout creating content that people not only love it but also
helps customers along their journey.
a content strategy and a content marketing are almost the same.

content is:
your message which educates your readers, and persuades them to purchase your products and services over your competition. In fact, providing high quality content is one of the most important things you can do to attract clients and create interest in your business. content can takes many format ( blog posts, photos, videos, webinars, infographics, ebooks.....etc).

a content marketing has four steps:

1. planning
2. creating
3. marketing
4. analyzing

1/ content planning

The words you use should be so much more than just a sales pitch. In most cases you want to avoid phrases about how great you are. Instead, explain how you can meet the needs of your customer or solve a problem they have. By framing it in terms of what you can do to help customers, your content will be much more engaging, not to mention more helpful, explain concepts in everyday language.

There are four main steps for planning any marketing campaign

1/list marketing objective:

your marketing objectives should follow SMART technique which stand for:
S...specific : not a general objectives like "increase sales". specific objectives like selling 200 piece from new collection.
M...measureable : A quan­ti­ta­tive mea­sure might be​“200 piece from new collection ”
A...attainable : all objectives must make a progress and can acheive it
R...realistic : not unusual like sell all inventory withen 2 dayes it is far from realistice and it will not achieve
T...time bound :objectives must have start and end date

2/studying your uniqe selling point (usp ).

3/define a buyer persona:

buyer personas who you are trying to reach, who you're creating content to attract them
what are thier gender, age, goals, chalenges, country, Financial condition,educational level and
What kind of content do they prefer the most.
there are many tools you can use to define Customer favorite content on your industry :
this is the case study of puyer persona of one of dresses store, it can inspire you to how you can draft your business puyer persona

4/define buyer's journey:

is the stages go through leading up to and after taking an action with you the five stages are:

1. Awareness Where the audiences get to know you and your business.
2. Interest where customers begin to have an interest in your industry and want to know more about it.
3. Desire where customers begin to browse your previous products, offers, services, and projects.
4. Action where customers begin to contact you and ask about the details of your services, products,
   prices, payment and receipt methods.
5. Post Action Where customers are actually buying your products and services.

this photo define wich content format is suitable with each customer journy stage

2/content creating

Tools that help with Content creation

1/ use keywords planner and trend content related to your industry here are useful links and tools to make that :

• google keyword planner tools keyword research _ what you want to rank for
• Smart Brief is one of a popular industry news websites
• FAQs
• sales team support
• google trend a free tool that allows you to get a glimpse into what is trending in the search engine.
• Answer the public is a website that provides a visual map of the questions people ask in search engines.
• social media trends

2/use the follow content elements and techniques:

• personalization : most people pay attention to content that relates to them and their proplems and needs
• lenght : don't wast your audience's time so give them a brief and useful content about your services and products
• language : use the same language that your audiences use in many B2B business you need to use more formal language ,while in B2C business context slang might be okay use possitive language despite of negative language like use "you can" despite of "you can't"
• voice and tone : voice is who is crafting the content and their personality. tone is how a voice is in the different situation. don't tray a fack voice ,don't use emojis as mush as you can use a voice that is authentic to your company
• memorable,emotional and motivating content : memorable, a human have an innate ability to remember things specialy so use a context with sensory detailes and imagery and colourful wayes emotional,researches showes that happiness can prompt people to share, sadness can prompt people to empathize , fear can prompt people to bond whith others , anger can prompt people to action motivating, use needs of audiences to motivate them to buy your product such as " we know that you are hungry know ,we deliver to you the most delicious and cheap meals ,do you want one?"
• telling a story : the world is become more and more sensetive about marketing and advertising . so how can you stand a part? tell stories ,you can use SCQA framework to creat an engaging story which stand for:
  Situation,is the state of affairs.
  Complication,is the chang of circumstances that makes things harder .
  Question,is the question raised by S and C .
  Answer,is the answer to Q .
  like "During the corona crisis, we all became sitting at home and children began to spend all their time at home as well, but how can we focus and work from home in the midst of chaos and screaming children Here's the solution! With Montessori games your kids can spend hours playing useful games , order games now"

  Tell a story to help connect with your visitors. Things like testimonials or videos starring satisfied customers whose problem you solved, or letting people write reviews about your products and services directly on your pages can really help.

3/ use aproppriate content format:

3/content marketing

the keyword is

put the right content front of the right customer in the right time on the right place :

in the previous stages (planning and creating ) We explained to you in detail how you can define the right content and the right customer

in this stage you will learn how you can choose the right channel to put your content front of your audiences

there are many online channels and wayes you can distribute your contant there think about, where potential customers might be spending their time?

online ....it is right We will show you all the available online channels

whether you use a website, local business listings, social media, mobile apps, or all of the above, the trick is
to decide what you want customers to do, then create a home that accomplishes those goals. Together, these things work as your digital storefront: your space to interact with customers online.

4/content Analyzing

Let’s dive in: Key Performance Indicators, or KPIs, are quantifiable measurements used to focus attention on the metrics most important to meet business goals. They are also useful in helping a team understand how progress will be tracked and measured.

CARLS owns a chain of fitness centres called ‘Fit Gym’. He needs to make sure that he has enough customers to keep the business growing. To do this, Carl wants to sign up at least 50 new members per gym a month. This would be his goal. To help achieve this goal, Carl now needs to set KPIs that will measure the efforts his staff make towards meeting this target.
The sales team should:
KPI 1: reach out to 20 prospective customers per day.
KPI 2: respond to all online queries on social media and email within 15 minutes of receiving them during working hours.
KPI 3: renew or upsell 8 existing gym memberships per month.
Analysing results against these KPIs will accurately assess which employees meet the expected standard, and help identify who needs additional sales training.

read more about how do you know what your KPIs should be, and how do you measure them?
KPIs should be specific, measurable, attainable, relevant and time-bound. By creating them this way, you can ensure they will be clear and achievable. Try creating your own KPIs and see if you can answer the following:

1. Is this KPI specific enough? 2. Can it be measured? 3. Can employees attain this? 4. How relevant is it to the wider business objective? e. And lastly, when is it due to be delivered or carried out?

A crucial part of any online plan is to measure what you’re doing and make sure it’s working. This is called ‘analytics,’ and it can show you how people are finding your website and social media pages
and what they do when they get there. For example, in your hair salon, you don’t just want people to find your homepage, you might want them to do lots of things like: watch your clever how-to videos, make appointments, get driving directions to your shop,
or actually buy something. Tracking what people do on your site can help you to understand what’s working and what’s not, so you can make changes and continually improve what you’re doing

. A final point to mention: remember that the online world is constantly changing. New tools, technologies and tactics pop up pretty much daily. So a good plan combines the basic concepts that don’t change that often,
with forward-thinking to keep up with the latest and greatest.Similarly, when things change in your industry, make sure your online world is kept up to date. ask yourself: Are you offering the latest hot trends in hairstyling? If hair dyes become the next big thing, you can quickly update your adverts to show customers what you can do.

so, how to get these analytics? every digital marketing channels have it's analytics tool such as facebook, twitter, youtube have their own analytics tools that show you how your content is performing
for your web site you can use Google Analytics to track how many people visit your website,whether a vsitor scrolled down
a blog post, played video, or clicked through gallery images.
are people who read your blog more likely to buy?

you can get even more detailed content engagement metrices by using third-party tools like
SAI tools help writers understand which a piece of content
get the most attention from a user and where the more engaged users come from they also examine
the time a user spends looking at the content rather than just the clicks
now that you have tools and data. now,what do you measure?
in general , you'll look to measure

• Traffic: how much traffic did a piece of content generate visitors to your website ?
• Engagement: how engaged your audience was thisdefined by the time a visitor spends on a page ?
  and the number of pages visited.
• social shares: how many times a piece of content was shared ?
• conversions: what content led to conversions audiences to leads or leads to customers

when evaluating these metrics you want to look for trends and build on those content pieces that are doing well.
Also,be sure to look for gaps sometimes the content need is the content you're missing
next use these insights and results to repeat the whole process but with changes to your content
from the message of content to the format to the distribution.

with Google Analytics you can track whether your marketing activity helped you achieve your goal.
Since Google Analytics can use UTM codes to categorize the traffic that comes into your site from different sources and different campaigns,
you can use Google Analytics to assess the following:
which social platforms delivered traffic to my site and did that traffic convert to my goals?
which content/campaigns delivered traffic?
which content/campaigns in which social platforms delivered traffic?
This can give you a high level view on whether your investments in different platforms are paying off.
And, you get a high level sense of the pieces of content that helped most.

While the different social media platforms have slightly unique metrics and terminology,
you will find that there are roughly 2 categories of metrics when it comes to content you shared in these platforms:

1. Audience Reach
All platforms give you a number of views for a specific post. Your number of ‘followers’,
or people who follow what you have to say will have a big influence on the number of views for your specific pieces of content.
2. Audience Engagement (how many people interacted with your post)
Audience engagement can mean different things in different platforms, but engagement in social platforms relates to users interacting with your content.
That interaction could be: liking your content, sharing (or reposting) your content or commenting on your content.

Note that each platform also provides insights on your audience, like their demographics and in some cases behavioral insights
(e.g. how much time is my audience typically on instagram?).
Snapchat currently does not have an insights platform. But, you can still get some insights on engagement on a post by post basis.

Jobs in Content marketing

Now that you have content marketing skills under your belt, let’s look at what you can do with these skills in the marketplace. As you learned, the need for content is great. People who can plan, create, and implement content are in high demand. Some content marketing jobs are more junior and some more senior. There are jobs that are super focused on only content marketing and jobs that include content as one of several marketing tasks.

• Content strategist
• Content marketing strategist
• Content marketing editor
• Content marketing manager
• Content manager
• Content specialist
• Content analyst
• Content associate
• Content coordinator
• Content designer
• Content developer
• Content editor

Responsibilities of a content marketing job typically include:

• Plan and implement a content strategy for each campaign from creat ideas and assets to drafting and publishing .
• Create content in a variety of forms, including contributed articles, press releases, Q&As, blog posts, white papers, webinars, videos, case studies, infographics, and social media posts.
• Set expectations around content sharing practices,
• repurpose and repackage existing content, update all digital channels.
• Build and manage a content/editorial calendar aligned with the customer journey to engage target audiences.
• Partner with the user experience team, analytics, and project managers to constantly improve delivery of content and the user experience.