Content marketing is a conversation with your target audience. It humanizes your brand, adds authority to your market perception and provides business intelligence you can act on.

MARKETING IS IMPOSSIBLE WITHOUT GREAT CONTENT

Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:

  • Social media marketing: Content marketing strategy comes before your social media strategy.
  • SEO: Search engines reward businesses that publish quality, consistent content.
  • PR: Successful PR strategies address issues readers care about, not their business.
  • PPC: For PPC to work, you need great content behind it.
  • Inbound marketing: Content is key to driving inbound traffic and leads.
  • Content strategy: Content strategy is part of most content marketing strategies.

Content marketing grants businesses in every industry the opportunity to own high-value media sources. Websites, social media feeds, email newsletters and branded digital campaigns are platforms on which to tell your story, control your narrative and generate interest in your products and services.

Through the publication and distribution of authentic, informative marketing assets like blogs, videos, white papers or infographics, you multiply digital touchpoints across every stage of the buyer journey: If someone has a question, they come to you.

That’s why content marketing exists – to serve prospects and customers the most relevant and memorable experience they can find on the web.

50 Marketing will help you craft a content marketing strategy that both humans and search engines will love.

Content Marketing Strategy

At its core, your content marketing strategy is your “why.” Why you are creating content, who you are helping, and how you will help them in a way no one else can. Organizations typically use content marketing to build an audience and to achieve at least one of these profitable results: increased revenue, lower costs, or better customers.

Do I really need to create a content marketing strategy?

Yes! Not only do you need a strategy, you also need to document it. Those with a documented content marketing strategy:

  • Are far more likely to consider themselves effective at content marketing
  • Feel significantly less challenged with every aspect of content marketing
  • Generally, consider themselves more effective in their use of all content marketing tactics and social media channels
  • Were able to justify spending a higher percentage of their marketing budget on content marketing

What should my content marketing strategy include?

Think of a content marketing strategy as an outline of your key business and customer needs, plus a detailed plan for how you will use content to address them.

While there are no definitive “templates” for building a content marketing strategy — each one will be unique to the business that creates it — there are five components that they commonly include:

  • Your business case for innovating with content marketing
  • Your business plan for content marketing
  • Your audience personas and content maps
  • Your brand story
  • Your channel plan

How often should I update my content marketing strategy?

Some parts of your strategy should stay consistent even as your content marketing program grows and evolves — namely, your mission and business goals. In fact, these two things are so key that you may want to put them on a Post-it note so you can keep them in view whenever you are working on your content.

However, other aspects of your content marketing strategy will likely benefit from being reviewed and updated periodically. To ensure that your content marketing program remains on target, consider revisiting your channel strategy, core topics, and team processes on an annual basis — or more often if you are just getting started.

Benefits of Content Marketing

There are many content marketing benefits regardless of whether you are marketing to businesses (B2B) or consumers (B2C). Content marketing:

Increases visibility of your brand

Creates loyalty and trust, with both your current customers and prospects

Generates traffic to your site to improve lead generation

Develops lasting relationships with your audience

Helps you to build authority and credibility

Opens a channel of communication through social shares and comments

Provides value with no strings attached

Improves brand awareness and recognition

Positions your business as an expert in your industry

Helps your customer move through the purchase decision more quickly

Content Marketing Channels

Channel distribution is paramount. Promoting and amplifying your content far and wide is thus part and parcel of strategic content marketing – it’s never set it and forget it. You must consistently adhere to schedule and structure of getting your content out there in the world. The channels available to you are plenty, including:

Website:

This is where organic and direct web traffic will find all they need to know about your brand.

Email:

Automating your email newsletter publications and sending daily or weekly content to your subscribers keeps them informed on your brand and opens the door for dedicated lead-nurturing campaigns.

Social:

Facebook, Twitter, LinkedIn, Instagram – the list goes on. Focusing not just on follower counts but follower engagement is the key to optimizing your social media presence.

Influencers:

Letting others speak for you is sometimes more valuable than tooting your own horn, and audiences may find it more authentic as well. Creating a rapport with prominent industry influencers and having them share your content through their own social feeds streams your content to potentially thousands or millions of new followers. That means more brand ambassadors than you could have ever organically created.

User-Generated Content:

Soliciting reviews, comments and content from avid online users and social followers cycles fresh ideas into your content production schedule and presents a more genuine relationship between your brand and the public. UGC allows followers to speak on behalf of your brand through digital vehicles like contests, giveaways, hashtag campaigns, video stories and other visual means.

Industry Forums:

Posting content on respected industry forums adds a level of authority and brand reach your company may not have had before. Sites like Business Insider or Forbes are ideal for a more general business management audience, but niche publications that are exclusive to your industry can be even better channels through which to target your core audience.

Syndication:

Republishing content on third-party sites increases readership and primes your domain for link-building opportunities. Free syndication platforms include Medium, LinkedIn Pulse, Quora, Business 2 Community, and Facebook Instant Articles, among others.

YouTube:

While YouTube technically falls under the umbrella of social media, it stands alone in its format of engaging audiences. Roughly 80 percent of all internet traffic comes from video, so reformatting some of your blog posts into informative videos and publishing via YouTube can be a great way to meet the growing demand for visual content.

Email Marketing

Visual Content

Video

Case Studies

White Papers

Infographics

Ebooks

Interviews

Checklists

Lists

How-to

Testimonials

Quotes

Demos

Product Review

Company News

Industry News

Facts and Stats

Guides

Worksheets

Templates

Podcasts

Animated Gifs

Courses

Certificate Programs

Feature Pages

Microsites

News Releases

Pitch Packets

Press Releases

Awards

Polls

Surveys

Contests

Virtual Events

Conferences And Workshops

Live Streaming Video (coming soon)

Presentations

Live Chats

Blogs 

Vlog

FAQ's

Social Media

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