We’ve said it before, and we’ll say it again: Content marketing isn’t about creating content. It’s about creating the right type of content–content that grabs attention, connects with people, and keeps them coming back for more. To be successful, you need to serve quality content consistently and give people what they need at every stage of the customer journey. In short, you need to produce the privilege content marketing concoction. But how do you figure out what that is? Good thing you’ve come to the right place.
Good Content Marketing= Good Content Strategy
As much as we wish there were one single formula for the right marketing mix, it really depends on a specific brand’s needs. The difficulty is that many brands don’t have a solid content marketing plan–or even goals–and so they struggle to create content that is truly effective.
This is evident in the Content Marketing Institute’s 2021 B2B Content Marketing: Benchmarks, Budgets, and Trend report , where marketers quoted the top two biggest challenges that hindered their success 😛 TAGEND
Content creation challenges Strategy challenges
Without the right strategy, establishing the right content is incredibly difficult. Hence, we take a strategy-first approach to creating the privilege content mix.
How to Curate the Right Marketing Mix
The stairs we’ve outlined here will help you craft an editorial plan to reach the right audience across all channels–and evade some of the common pitfalls in content creation. Naturally, the ideas you come up with will be unique to your brand, but following these steps will ensure you’re creating a well-rounded editorial calendar from the jump.
1) Understand what content your audience needs at each stage of the customer journey.
Look, a long-time brand loyalist doesn’t need to hear the same messaging that someone who’s never encountered your label before does. Take a look at your content procedure as a whole, and make sure you’re addressing clients across the journey: awareness, circumstance, analysis, buy, and patriotism. For instance, you may be putting all your vigour toward awareness content when you should create a little more consideration or analysis content. Look for the content gaps in your jaunt, and brainstorm minds to fill them.
2) Experiment with various formats.
The marketing world is constantly evolving. Trend vary, distribution platforms vary, and consumer savours change. This is especially true when it comes to content formats. You probably know firsthand that simply because one type of content was popular a few years ago doesn’t mean it is likely to be popular forever( hi, BuzzFeed quizzes !). If you want to be successful in content marketing, you need to deliver the privilege message via the right package.
There are so many formats that can help you involve your audience, from infographics and ebooks to motion graphics and videos. As you brainstorm suggestions, imagine critically about the most effective way to present them.( This is especially important depending on the distribution channels you’re employing. Things like video are better for certain platforms over others .)
This is by no means a comprehensive list, and some formats can fit well into other stages, but here is a general example of how different formats can help you connect at different stages of the customer journey 😛 TAGEND
Awareness: Infographics, whitepapers, e-books Consideration: Blog posts, social posts, online articles Analysis: Webinars, demos, explainer videos Purchase: Case studies, testaments, free experiments Loyalty: Newsletters, special offers, follow-up consultations
3) Choose a sustainable publishing cadence.
To publish the privilege content marketing concoction, you need to serve the right content systematically. This is where editorial planning, human resources management, and project coordinating are now in. The keys to making this happen 😛 TAGEND
Publishing frequency: This is where many brands get tripped up. If you’re overscheduling content but undersupported in creating that content, your publishing presence will be inconsistent. It’s better begins with a sustainable cadence, then scale from there. What would the sweet place be for publishing on your blog? Newsletter? Social media? What various kinds of posts do people is expecting regularly, semi-regularly, and simply every once in a while? This should inform your marketing mix. Scheduling: According to the CMI B2B report, 30% of marketers don’t even use an editorial calendar–yikes. The more organized you are, the easier it will be to publish content systematically, establish a presence, and foster the privilege audience.
4) Establish a make process to maximize content creation efficiency.
You may have grand plant to create a documentary series, custom-built whitepapers, or a comprehensive how-to guide for your service. But if you don’t have the time, funds, or people ability to produce it, it doesn’t belong in your marketing mingle. If you want to create good content, you have three options 😛 TAGEND
In-house: To do this, you need to cultivate a solid infrastructure and process to create content–no matter the medium. All the members of the your squad should have the knowledge and resources to produce that type of content. Freelancer: They are often easy to get on board, but they construct lack the expertise and ability to scale. Agency: Successful agencies have expert crews on hand to produce a wide range of content. They are most helpful if you’re looking to create and execute a large content strategy.
5) Measure and study what worked.
Guesswork has no place in content marketing. Knowing your goal and chosen by the metrics to measure your success is crucial. Whereas many labels places great importance on pushing out more and more content, understanding what content is worth putting out is much more important.
For example, for our own marketing, we’ve sunk weeks of work into interactive content that is beautiful and thorough yet less successful than our simple template toolkits. If we didn’t take an analytical look at the results–or were too stubborn to acknowledge that it didn’t resonate the space we hoped it would–we would continue to drop day, energy, and resources into projects that don’t give us the ROI we want. Instead, we’ve chosen to work smarter , not harder on the content we create.
Tip: Find out how to choose the privilege metrics for your content strategy to track your success effectively, and maintained regular post-mortems to review the content you’ve made. Ask yourself 😛 TAGEND
What fragments of content were most successful? What platforms did they live on, and where were they promoted? On what day and day were they published? What induced them run? What can you learn lessons from this?
Once you start to deconstruct what does work, it “il be easier” to brainstorm your best ideas.
Always Put Strategy First
Finding the perfect content marketing mix is both an art and a science. Ultimately, it takes both critical thinking and courage to try something new. If you’re not sure what your next move should be, focus on the basics 😛 TAGEND
What are your goals? What does your audience need? What content would best deliver what they need?
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