Developing an efficient and successful content marketing strategy is not as easy as writing quality content and publishing it to your target people. A good campaign needs proper planning, research and implementation. With the appropriate strategy and content you can even go in the direction of offering your expertise to others or establishing thought leadership.
We identified at the end 10 key ingredients, including the following:
- Audience research
The larger the people you want to reach, the more costly it is and the more diffuse your message should be. It is far more effective to either deliver a single message to a highly targeted people, or to create several messages, each designed to target a specific person.
- Involve the entire company
Your content exposes your entire company. It’s the single most effective way to create traffic for your site.In addition, if you don’t involve team members from other departments while creating your content, you are seriously missing out to produce a large variety of content as well as more targeted content for specific sections of your audience.
- Roles, rules, and processes
In order to run effective content marketing campaigns, make sure that you know your team and distribute roles and responsibilities. Who will be contributing content? Who will be reviewing it? Who is your editor-in-chief? Who manages your social media accounts? Establish very basic rules, especially with regard to etiquette, response time, and handling negative comments. Make your path as clear as possible, from generating ideas to assigning tasks, from writing copy to editing and approving, and then publishing your contents.
- Set a goal and define a core message
If your content piece isn’t being deployed with a goal in mind, then what is the point of it? Don’t waste time, money or other resources on creating content (which is very time consuming and expensive) unless you know whether there is targeted audience for it.
- Be an expert
It is not possible to be an expert in everything. Be the expert in your ability what you have. Focus on something very specific to your business and be the expert there. We can’t all be good at everything, but we can each be good at something.
- Content quality
If you have decided to promote your products then explain your services, or just provide information of interest and use to your target audience, then make sure you yourself a strong writer yourself or you employ a talented copywriter(s). Poorly written articles or badly produced videos can extremely damage to you and your brand.
But what you should strive for is to find your own unique voice and to provide fresh perspectives. Moreover, highlight the spot on what makes your organization different. Finally, always be good for a surprise – be it an unconventional contest, an unusual blog post topic or an unexpected giveaway.
The days in which marketing campaigns mainly focused on brand awareness as their goal are over. Now a days marketing is no longer one-directional. It’s all about interaction with your audience. A successful content marketing strategy finds how to foster as much engagement as possible. In addition, don’t forget to make your content shareable, so that your readers can further spread your content and expand your community.
- The freshness factor
Here’s the thing about content: it needs to be fresh. You can have an amazing website with awesome and valuable copy, but if you don’t create new content on a regular basis, you can’t really spread your marketing campaigns and drive more traffic to your site. When Google updated their search algorithm last fall, placing increased priority on the “freshness factor””, it became clear even to sceptics that the “set it and forget it” approach to SEO would no longer be effective.
- Optimize and measure
Content can look, sound, or be written amazingly, but without the help of search optimization, your content may not be found by the right people, so don’t forget about SEO. Make sure to include appropriate keyword-rich anchor text links within your copy.