Four Simple Steps to Successful Content Marketing
“According to the Content Marketing Institute, 91% of B2B marketers now use content marketing; over 70% of whom can demonstrate its success in boosting stats.”
The best brands in the field of content marketing would set a definitive strategy and execute it, to ensure maximum visibility and engagement from their prospects and customers.”
Content marketing does not differ from any other form of marketing out there considering the same key ingredients for success – clarity of vision, and the resources to execute it. A new hurdle faced by marketers today is the sheer bulk of ‘noise’ that they must break through, to reach their target audience. There is no dearth of independent bloggers and entrepreneurs in this digital age. Irrespective of the quality of the content, it is still in the rat-race for visibility. In this article, we will discuss the four steps to help your content marketing organization stay at the top of your game:
Figure out your goals and objectives
Having a content marketing approach is almost indispensable if a company wants to remain relevant in a world over-saturated with content. It is very important for every Creative to have clear-set goals and objectives to give structure to their content and identify their target audience. It is important for companies to understand that an engaged group of followers is much more valuable than hollow numbers. Companies must ensure that the content they distribute is relevant and consistent- across platforms- to boost brand awareness and subsequently, engagement.
Research, Analyze, Optimize and Deliver
It is important to take stock of the company’s internal capabilities and have a comprehensive understanding of your customers – their areas of concern, their buying behaviour, etc. This is an important step as it helps you zero in on areas where you need to focus your time and strategizing.
You should conduct an internal audit to introspect on previous products and its reception and analyse whether you have adequate resources to consistently create engaging content. Meanwhile, stay up-to-date with your competitors’ marketing strategy. Hence, follow your competitors on social media and draw inspiration from their work – analyze their strengths and pitfalls, and bridge that gap in your own content marketing strategy.
You must determine your key demographics and the demographics you are trying to crack, to streamline the content you are creating and the associated message being put out. To ace content marketing, the key is to isolate your targets and then power through with the appropriate content.
Budget and Resource Allocation
Once you have figured out your goals and done your research, the next step is to put together a tentative budget. Great content marketing combines aspects of storytelling, account-based marketing, and targeting, all at once- thus being both time-intensive and requiring a sizeable budget. At this stage, you should also designate the required internal resources for content creation- from the key creative who would create the actual content to the marketing team, technical experts and other valuable human resources.
Content Creation and Execution Calendar
Once you have the research and resources in place – the final step is to publish your brand’s content and do so consistently. Here is when the importance of a schedule comes in. Set attainable goals when it comes to the ‘what’, ‘when’, and ‘how’ of the content creation- and you must make good on it. Within your existing content creation and execution calendar, you must account for short-notice content in response to upcoming trends or breaking news stories which may develop over the year. Ideally, you should have a watertight eight-week schedule with all the specifics planned and then go with the flow.
At Contenu, we have a team of experts to deliver turnkey content marketing solutions to ease the process for you. Write to us at firstname.lastname@example.org or drop in an inquiry to get the conversation started.