If you’ve been researching additional ways to improve your marketing efforts and have come across the term content marketing (you’re reading this blog post!), I’m sure you’ll also have come across the phrase “be the media, don’t rent it”. This highlights the fact that with today’s web based tools you can create your own content and publish that content online wherever your audience is active.
Taking a content marketing approach can offer your business massive advantages against competitors through improved results in the search engines, re-purposing content across multiple platforms, differentiating how and where you offer your services or promoting your business as a thought leader. But to achieve real success you need a content marketing plan and considering how a publisher would go about their business can provide a good insight into what you should be doing.
As part of a content marketing strategy a publisher will look maximize the ROI from each piece of content, this means you need to be focused and objective in your efforts and the points below can help guide you:
- Make a list of possible content based on your content marketing strategy
- Prioritise that list and focus on where you will get the best return
- Select your target audience (think personas)
- Understand what you want to accomplish from that piece of content e.g. the Call to Action (CTA)
- Determine the best medium for your content marketing efforts
- Plan how you can re-purpose that content across multiple platforms
- At each stage of the content development process ask yourself “Is this still in line with my initial objectives?”
Put together an editorial calendar and stick to it. The editorial calendar will help focus your effort on timings, topics, audience, keywords, personas etc and this is especially useful if others have been tasked with creating the content.
In order to ensure the content is available when required it’s a good idea to put together a production schedule which can take account of milestone dates for drafts, iterations and proofreading. Whoever is responsible for this process should also ensure that the article uses the correct “tone of voice” and meets the quality, relevance and consistency standards required. During the content creation process its worthwhile spending some time working on a strong headline as this can have a massive impact on whether the content is read or ignored.
Publish your content and measure and analyse the results. The advantage of operating in a digital world is that almost everything can be tracked and measured. Incorporate your findings into improving your content and processes in order to increase future ROI.
If you need help with your content marketing strategy, get in touch on 01803 413481.