Content Marketing strategy : It is true that content is composed of blogs, Tweets and web pages that work together with a business’ goals, but only partially. In the grand scheme of things, content management entails much more than social outreach, branding, and quality content.
You will want to develop a clear understanding of what is required to develop a successful content marketing strategy if you are involved in any aspect of digital marketing. This article outlines some of the key areas that any content manager or strategist should have a solid understanding of in order to run a successful digital marketing campaign.
1. Develop an understanding of the sales funnel for content marketing
There are three key phases in the sales funnel: awareness, evaluation, and purchase. This is a general term that describes the buyer’s decision-making process. In order to gain a deeper understanding of how buyers move through the funnel, anyone involved in sales and marketing should pay close attention to this process.
As a part of outreach, content marketing sits at the top of the sales funnel. An outsider may think that this aspect of digital marketing is “far” from the actual money-making part of the funnel (sales).
Content marketing, according to Single Grain, consists of a fourth stage of the sales funnel that follows conversion “delight,” which essentially translates to brand loyalty. Therefore, content strategists should always keep these four stages in mind:
- Attracting new customers through outreach
- Conversion: Persuading customers to buy
- the product Closing: completing the transaction
- Retention: building brand loyalty and retaining customers
Brand awareness and lead generation are located at the top of the funnel. This is a great way to reach the broadest possible target audience and not only build your audience, but also engage with them to learn more about your entire strategy. The best content strategists or managers will understand how to engage customers through every part of the funnel and keep them cycling through it.
2. Look at your content as data
A content strategy isn’t about how many blogs should be written per month, how much time should be spent on Facebook Live, or whether or not a company should write a whitepaper. It is absolutely about quality, but all of these things are not exactly what strategy is about – they are elements, but they aren’t really what will guide your strategic approach.
In order to engage audiences at every turn, content marketers need to understand how their content is performing. You can use that information as you move to the next stage in the funnel once you know how to spin your content so that it’s effective in one phase.
Your strategy will be shaped by analytics. A strategist’s job involves monitoring, tracking, watching, and reporting on the numbers to continuously improve conversions. In other words, you need to continuously assess traffic patterns in order to determine where your customers are coming from and going to.
The only way to learn your audience’s preferences, interests, and buying behavior is to test what you’re doing consistently. To make it to the next step of the process, you need to know how well the material is performing.
Some of the basic questions you’ll want to ask constantly are:
- Is there anything that can be refined and improved?
- What platforms, tools, and apps are performing well and poorly?
- How can time and resources be best utilized in order to increase conversion (sales)?
- How are all the pieces coming together?
3. Create a plan
A successful strategy depends on creating a calendar. The content calendar can help guide your strategy throughout a given period of time, much like an editorial calendar in a traditional publication. You’ll want to include relevant dates in here, such as major holidays and industry-specific events. Leaving some “blank” spots will also allow you to incorporate unpredictable but relevant events or trending topics that you need to create content for last-minute.
You can also use this calendar to plan where you will post your content. Nowadays, a multimedia strategy is crucial, and even outreach like guest blogging and PR are important. Along the timeline of the following months, think about where different distribution channels will fit well in your sales strategy.
When considering distribution, you’ll want to keep in mind the different purposes that different types of content serve and how this can impact your marketing, as well as how you can combine content to save time and resources. Consider using guest blogging to establish authority, composing blogs in combination with email series, and using social media to build tribes and groups.
To develop a strategy based on chunks of content that can be repurposed across channels and for different purposes is completely rational and efficient. Consider how your content can be easily converted into future formats as you develop it (think multimedia).
To name a few, here are some ideas:
- Create a series of email courses based on a webinar
- Convert old blogs into PDF guides
- Use blogs to create case studies and whitepapers easily
- Convert a slide show into an infographic (or vice versa)
In addition, you can create each piece of content with a mixed-use strategy in mind. One example of this is the Tweet button. A simple way to broaden the distribution of a given post is valuable to both you and your audience.
5. Identify a specific direction for your content
Say you are a content manager or strategist, and you have a solid team of writers and content. Your strategy is in place, you know your funnel, and you have a calendar. Your general point has been established.
It is essential for businesses to have a bunch of content and a team of writers to create it, as well as an analytics platform. However, it’s crucial that strategists understand where different types of content fit into the marketing framework.
Obviously, the list below is not a concrete example; it will depend on the context. Nevertheless, a good idea is to separate content types into different funnel phases so that everyone on the team knows what the purpose of each one is.
- Reach: Facebook ads, landing pages, explainer videos, infographics
- Marketing: Social media, informational blog posts, case studies, quizzes
- Close: Email series, reviews, questionnaires
- Providing exclusive offers, whitepapers, emails, contests, and surveys to retain customers
In order to meet the deadline, you need to have this content ready and ready to go. You should also know which types of content perform well in different contexts, that is, with different audiences and across various platforms. Trends in 2018 that you can count on are video (especially ephemeral content), infographics, and AI-based applications such as voice search.
Keep a fresh perspective at all times
Being able to constantly problem-solve and learn new things is a key trait of a great content marketing strategist. Content marketing isn’t rocket science, but it requires patience, creativity, and an analytical approach. Developing an effective strategy requires analytical thinking, but it is in no way cut and dried, which leaves room for plenty of creativity and experimentation at least to a certain extent.
In addition to a clear vision of your goals, you should have at least a loose business plan. You must also have a good understanding of the most effective and current tools you have access to in the context of the business and industry you are working in.
During your analysis of the above points, you’ll want to constantly refine your strategy by considering new tools and solutions you can implement to meet new targets over time. So hope you liked this for more articles and christmas quotes 2021 visit ibc24.