Content Marketing Demands Your Commitment
Content marketing is a term that has been around for a couple of years but its meaning has changed from being solely about quality blog content to becoming a key part of business marketing strategy. However, there are still many companies that do not use content marketing or have an ill-defined strategy. A recent survey by Pardot suggests that although many marketers agree that content marketing is important and will play an ever-increasing role in marketing strategy – many of these marketers still have no plan in place.
So what are the goals most businesses want to achieve through content marketing?
- Increasing SEO
- Building awareness
- Increasing perception
- Increasing traffic levels coming to a company website or landing page
- Develop leads
- Improving viewer/customer engagement
According to the survey, audience engagement ranked the highest with 52% of respondents stating it is their the primary focus and ultimate goal for their content marketing efforts.
Developing an engagement strategy begins with making an offer – a business transaction where the viewer is prepared to give their information (name, email address) in exchange for information such as a Top 10 list or an e-book. Or the exchange could involve signing up for a free sample, in which case the marketer will receive a lot more information about the prospect. The key with the offer is the more valuable it is to the viewer, the more information they will be prepared to give up to get it.
Once you have the prospect’s information, the next step is to attempt to build a rapport with them. This could be sending emails (but not too many) and also starting a conversation with them by asking a question or sharing an insight. Even though most marketers agree with this action, the issue that arises is finding the time to make this effort.
Develop a Schedule
The solution is to create schedule, or an editorial calendar, that will force your team or an individual to stay on top of these inbound marketing efforts. Focus on starting with blogging and follow-up with schedule that is reasonable, maybe twice a week. Then after a few weeks of being persistent and getting used to the practice, invite others in your office (or colleagues) to write blogs as well (maybe create an editorial staff) so you can build out more content and increase your chances of engagement while building your SEO presence.
In developing a content calendar consider the following:
Create an editorial calendar
See what is topical online by visiting the the blogs and websites that discuss marketing, advertising and digital marketing and promotion. Add your insight and then stay focused on creating content as often as you can schedule it.
Create a spreadsheet with 5 columns:
a) Date of Post (when it should be published)
c) Details (to help you remember exactly what the post is about)
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d) Resources (list any references you may want to use for your post)
e) Responsibility (assign ownership of the post).
Your next step is to write and promote these posts – get it out there on Facebook, LinkedIn and Twitter and add more social media websites.
We’ll have more to come in our subsequent posts – stay tuned!