Content Marketing Strategy
Content Marketing is the heart of any digital Marketing campaign. In a recent insight poll, it was rated the top Digital Marketing Technique, giving the most commercial benefit in 2014. Almost 30% rating was given to Content Marketing, which is considerably higher than any than any technique in the digital marketing world so far. It is not just writing blogs, articles or e-books, it is much more than that. Content Marketing fits a broader integrated marketing strategy and in fact, it requires a strategy of its own.
The need for Content Marketing Strategy
Good Content Marketing Strategy answers the three most basic questions:
- Why do we need content?
- What kind of Content a company needs for its Brand?
- How a company can achieve its desired goal through Content?
Content Marketing Strategy doesn’t create itself. It is the result of clear intentions, careful planning and focused execution. Here are the 8 Golden rules for a successful Content Marketing Campaign.
Set objectives for Content Marketing Strategy
The first step of a generic marketing campaign is to set objectives, similarly, for content marketing we need to do the same. Define the 4W’s and 1H. Objectives can be for example, to create awareness, generate leads, retain old customers and attract more traffic to its own site. Once this list is populated, it needs to be prioritised. The objectives should always be kept SMART. KPI’s should be established to monitor the objectives.
Define the target audience of Content Marketing Strategy
Many companies often make the mistake of being everywhere and try do do everything when it comes to social media. This approach takes the company on one of the least effective platforms and reaches a small target audience, which does not serve the purpose. Focused objectives are important to define the company’s target audience. The company should understand the target audience like their own kin. This can be done by making buyer personas.
Research the target audience
A sensible strategy should identify what a target audience needs using the information gathered from Buyer Personas and organise those needs to create a map of necessary content. The company should understand the requirements and biggest ‘desire’ of their target audience. Understand the hurdles the target audience faces in fulfilling their desires and most importantly if and how much they would pay to do away with these hurdles or achieve their goals. This will eventually be useful when you do your keyword research and planning
The company must establish where their audience is already going for the information. This will help understand and tap the necessary resources beforehand.
Build a plan that shows what content needs to be created daily, weekly, monthly and quarterly. In other words, make a content marketing calendar. Share the plan with team. Delegate assignments to the team. There should not be any element of surprise.
Watch Competitor’s Content Marketing Strategy
It is ‘good’ to know what a company’s target audience wants but it is ‘great’ to know what and how their competitors are fulfilling it. When it comes to content marketing it must always be noted that the competitors are also competing for the same target audience. It begins with discovering the competitor’s best keywords.
6.Make a content Map
A content map helps to stay focused on the goals and objectives initially set by a company. It is no small task to list all which should include both onsite and offsite.
Onsite includes – Keywords planning and research, Social blog, Landing page, information Pages etc. whereas offsite includes – Mailing List, Guest posts etc.
SEO is the essence and backbone of any content marketing campaign. Optimisation of Content is very important. So that the content can reach to the company’s target audience. SEO and Content marketing compliments each other.
8. Evaluating the new content and fixing the old content
Decrease costs and increasing profits margins are the foremost principles of any business which can be achieved with increase in sales and exploiting economies of scale. Content marketing can do the both. Evaluation is must to keep track. Setting KPIs can help the company to evaluate whether they have achieved the goals and objectives.
Conclusion: Content Marketing Strategy
A good Content Strategy helps the company to establishes long term and trusted relationship with existing clientele as well as with new customers. Content Marketing Strategy helps to deliver, on regular basis, relevant and valuable information to the target audience.