Content marketing is one of the most important channels businesses can use in order to connect with their clients and customers. It can be used to funnel new business, new revenue and more sales, or simply to establish your business within the industry.
Content marketing campaigns shouldn’t be taken lightly; they should be a product of careful planning and consideration. Having a comprehensive strategy is crucial in this regard. It will allow you to utilize the strengths of your content and to make sure it reaches the users that your business is actually targeting.
The first thing to consider is who the target of your campaign is. By knowing as much as possible about the potential reader before creating any content, you can make it better suited to their needs and preferences. This doesn’t mean that you should only focus on one particular demographic. The strategy should also cover the audience that you want to have.
The profile of your reader should go far beyond their pay grade and shopping habits. In fact, it’s desirable to go much further than that and create a detailed profile of their interests and aesthetic preferences.
The strategy should have a clearly defined goal. This may seem obvious, but it can actually be quite difficult to determine the goal of your content campaign. Generally, all marketing efforts should be used to make your business better known, more appreciated, and, in the end, more lucrative.
However, there are a lot of different paths you can take in this regard. For instance, a campaign may focus on increasing your sales, or bringing more traffic to your website letting that do the boost. Some campaigns are also oriented towards the industry you’re working in and not the clients. In any case, remember that without a goal, you can’t score.
The content you’re creating needs to be easy to share and distribute. This doesn’t necessarily mean that all of your posts must be viral, but you should promote customer interaction and the use of social media purposefully. It should be a part of your strategy.
Decide on how you intend to spread your posts among the audience. There’s a difference between posts that are noticed because of advertising on social media and those that are shared by influencers. By deciding on an amplification plan, you’re deciding on how your company will be perceived online.
Once the content is out there, it generates a lot of feedback from readers (or at least it should; if it doesn’t, you’re doing something wrong). This feedback should be used to change the campaign on the way and to have a better understanding of what kind of content does well with your audience.
A system for media monitoring should be a part of your strategy. The choice is both technical and creative, since it’s your decision what constitutes positive feedback.
The Creative Process
This is probably the most difficult part to organize, but it’s important for the strategy to address it. In the most basic terms, your marketing team needs to be divided based on the type of content they produce, as well as on the quality of content.
That way you’ll be able to always produce content of different types and different quality. Having enough of this kind of filler content is crucial because not every post you create can be of the same quality and importance. The creative team should be structured in a way that promotes both creativity and output.
In the end, the strategy needs to address the budgeting of the content marketing campaign as well. As in the case of any other budget, it should outline the cost of creating such a campaign and try to predict the revenue that it would produce.
Keep in mind that there are two types of expenses to deal with. Some are pretty much constant, like they paychecks of the content creators, and others are prone to changes, like the cost of promoting the content. This makes planning difficult.
A good content marketing strategy is an important part of your marketing endeavors. It allows you to make your content as useful and as impactful as possible.