Are you looking to develop the skills to create a marketing copy? Well here is a great blog post to indulge in teach you content marketing. Content helps create an authentic view on a business or individual when they provide valuable resources to help with specific solutions. By creating content, a business can build its brand awareness and brand presence within a specific market. When a business continues to provide useful information, there is a greater chance of being reached by more viewers. These viewers will start to recognize the authenticity which will build a relationship of loyalty and trust.
Defining Content Marketing
Content marketing is creating valuable, effective, and consistent content directed to a targeted audience. It’s a strategic way of marketing to bring in visitors to drive engagement and profitable within your business. An online website for a business can allow for users to engage with your content through different platforms and channels. This creates a variety of touch-points which you can interact with your views and potential customers. There are several qualifications that need to be taken into consideration when creating content such as: understanding your audience, have a goal or purpose to achieve, keep in mind the evergreen market, provide relevant content, and make sure to tell a story or narrative that’s engaging.
Creating a Foundation for Content Marketing
Creating the proper foundation for all your content needs and creation is a critical part of your business. To start you will need to form a team involving a managing editor, associate editor, internal employees, and external employees. The managing editor is the one who is in charge and takes on the role of coordinating each team’s role and developing an editorial calendar in the content project. The associate editor creates content, manages and coordinates within a team, and develops content for the company blog.
As for the internal (employees within the company) and external (independent contractors and freelancers), they all take part in helping create the content within a given project from the managing editor. Because content marketing is a new thing, there is many of problems structuring the content. A strategic way to get started with the creation of content is developing a road map that allows for you to scale the area of business you are in. It’s proper to ensures that there’s a consistent message and voice throughout the content you’re creating. This helps develop demand for your business and shows who your brand is as a business. This is essential for your content marketing as it leads to an effective and efficient foundation. It allows a business to create buyer personas.
Personas are the people you connect with each day, who are attracted by your marketing activities. The customers journey is developed when the content created leads viewers through the buying stages to the purchase decision. Once there is a continuous flow of sales, a business can learn and research exactly where the touch-point is and who the buyers are. Understanding the personalities of your buyers will allow you to create content that is engaging to them and will bring in more like-minded customers.
In order for your content marketing to be successful you will need to set the appropriate goals. The first step is to meet with all the managers within the organization and determine the design and promotion of the content. Second step is to determine short-term and long-term goals. Third step is defining the qualitative goals such as brand recognition, leadership, social engagement, and relationship building. Lastly, designing quantitative goals which would be number of shares, number of downloads, or setting a sales target. Binding all these steps together will help creating the foundation for your content marketing strategy.
Creating Your Content Plan
When creating content, you must understand where you’re going and how you’re going to get there. Having a documented plan for your content sets you up for content marketing success. The first step in your plan is to define your goals and business priorities. This is a very important aspect as it justifies your efforts needed to achieve the end results. You want to make sure that you are on the forefront on your industries trends.
While creating content around your industry it’s great to keep in mind search engine optimization and your competitors content. Once you’ve figured out the topics you will be writing about its time to create your content arcs. Content arcs are “are monthly, quarterly, bi-yearly, or yearly content themes that you can write about” (Rothman, 2015). When writing your content with content arcs in place it makes it easier for you to determine and select what to prioritize. Now that you have the content themes and topics together, you will need to connect your content to your sales funnel. By creating a sales funnel, consumers will view your content and then be directed to a product or service.
There are a variety of options out there for you to create content around. This is where you will determine the types of content you want to create. Some of the best content formats are: blog posts, eBooks, videos or webinars, podcasts, and postings on social media platforms. Once you have a good idea of what types of content you will be creating, you must plan your editorial calendar. An editorial is a very useful tool to use and helps you increase visibility across your organization. This helps in a way so that people in your company know of the content being created. Having your editorial calendar setup at its best it should: be organized, provide the tasks, specific due dates, and include your content strategy throughout it.
Content marketing is a great way to get people interested in your products and services. The goal is to create content while involving and directing it towards your audience. Writing content can be hard work and time consuming if you don’t have the right process. Some steps to making sure that the content created is engaging and brand consistent involve find a subject-matter expert, create an outline, write your first draft, always review, and then write a second draft. Make sure that all your content has been reviewed by your stakeholders and that it is corrected and signed off for approval.
Within creating your content comes design. This is where you will focus on the attention-grabbing visualizations. A few design guidelines to follow is to make sure your logo and icons are correct, and typography and fonts are inline with your brand. Also provide proper brand colors and photography that are engaging and visual to your viewers. Remember to stay inline with your brands voice and personality. But when editing your design throughout the platforms chosen, be sure to watch for page layout, typography, and photo usage.
Sometimes you may have trouble creating all content you need. A great way to work around this issue is curating your own content. Content curation is “content written by others, which you then organize and share with your own audience” (Rothman, 2015). Curating content isn’t copyrighting if you provide references or a supply link from the content that you curated. This way you are providing the original source and you aren’t labeling the content as your own. Content curated is a better route to go if you have a small budget or team that you can’t pay to keep creating content. Although curating content may seem like a good idea there is a problem it my encounter with search engines such as Google or Bing.
Promoting Your Content
Before promoting your content, you should consider create a sign-up form or pop-up form. This is to help with lead generation to gain information of the viewer looking at your content. There is a variety of ways you can get the user to input their personal information. Having the content downloadable gives you the ability to then you can get the name and email which you can deliver the content to. This is the most common practice of lead generation. Before you promote your content, you need to outline your promotion strategy. Once your content is published online you need to start to promote it through various channels.
When you have determined your target audience you should decide what message you are trying to get across to them with your marketing efforts. You should use a promotional strategy to reach the largest number of customers in your target market. Meeting with your promotional teams to go over goals and promotion suggestions is a great way to start the promotional strategy.
One of the most important aspects of promoting your content is merchandising your content on your website. Merchandising content is basically laying out content that describes products for the viewer visiting your site. Website owners do this to attract viewers to click if interested and potential buy the product. Gregg Freishtat states, “It’s important to merchandise by keeping your site fresh, sustaining an intuitive navigation, using high quality images, and possibly the ability to highlight reviews to drive more clicks and sales” (2012). The best places to put your merchandising content on your site is the homepage or resource section.
Other great ways to promote your content is through social media, email, and your blog. To expand your reach across your blog you can promote it through content syndication. Content syndication is “sponsored, paid for content that appears in conjunction with the site’s organic content on the bottom of the homepage” (Rothman, 2015). There is a variety of online promotional advertising agencies that pay you to be a top advertiser of their sponsored content. The main thing to remember when syndicating content within your blog is that the content sponsored is relevant to your audience.
A unique way to promote your blog is to use influencers, this is called influencer marketing. This is becoming a very popular way of promoting content. Influencer marketing involves working with someone who promotes your content across their network. This network may consist of an email list, social media profile, or a blog. For instance, you will hire an influencer marketer relevant to the theme of your content. He or she will share it to their audience to help with engaging and promoting your websites content and products.
Another paid option to promoting your content is using PPC (Paid Per Click) ads. These ads are spread out across almost every platform out there that allows you to promote. Basically, for search engines you will use a PPC ad to target clicks against a searched keyword related to your website or product. As for social media platforms like Facebook, you will target an interest which you will then pay for each click that ad receives. PPC ads are a great way to gain attraction to your site fast but involves having a bigger budget to pay for all the clicks the ads will get.
Measuring Your Content
Once the content has been created and promoted, it’s time to measure your content. These metrics must be measured with your goals and budget in mind. Content can be measured by website traffic, social engagement such as likes and shares, lead generation, brand awareness, and sales. Understanding these measuring analytics when creating your content will prove if it’s performing or not. Defining your measurement goals comes tracking with early stage metrics.
Early-stage metrics involve brand awareness and engagement. If your social media sites are getting likes and shares and your blog is receiving shares and comments, then your metrics will reflect that. In order to track the revenue impact that your content has on your business, you need to track mid- and late-stage metrics. These stages consist of tracking lead generation, opportunity generation, revenue generation, and paid program performance.
Lead generation will track how many people are generated from the content you are creating. As for opportunity generation it tracks the potential customers that continue in the sales funnel past the originating content. Revenue generation is the total amount of revenue that your content has created over time and paid performance is the analytics received from PPC ads, content syndication, and other advertising campaigns. Tracking each specific stage within the metrics allows you to understand which content is working and creating growth for your business.
Overall Thought of Content Marketing & Experience
Content marketing has become a crucial component of any marketing strategy today. Using content, marketers can develop lead generation by attracting customers to their website and create a positive brand image. This quote says it best, “By creating valuable, educational, and engaging thought leadership, you can create the type of relationship with potential buyers to move them through your sales funnel, to ultimately become loyal customers” (Rothman, 2015).
An applied example that I feel I could implement is content syndication. Being a blog owner, I’ve done affiliate marketing but never thought about content syndication. Now with that in mind it makes me want to team up with other bloggers that could sponsor my content and promote it within their blog space. A company I found called Taboola could be used as a vendor that could resolve my issue with content syndication.
I would love to hear your feedback or your own insights on this topic. Feel free to drop a comment or email me at firstname.lastname@example.org. Thanks for reading!
Rothman, D. (2015). Content Marketing Foundations. Retrieved from https://www.lynda.com/Marketing-Lead-Generation-tutorials/Content-Marketing-Fundamentals-2015/369044-2.html
Freishtat, G. (2012). What is Content Merchandising Anyway? Retrieved from https://www.business2community.com/content-marketing/what-is-content-merchandising-anyway-0273782