Content creation and content marketing has become a crucial element to any digital marketing effort. The transition from big brand only tactic to common place for all online marketers has and will continually expand. Using content for search engine placement and optimization, social network exposure and traffic is quickly becoming a must have component in any online marketing strategy.
While there are certainly many components to effective content marketing, here are three buckets that really require attention and preparation.
Content Creation -
In order to conduct content marketing effectively, you have to create content for your target audience that has relevant value.
- Who – Do you know who your target audience is? Be very clear about exactly who you are trying to reach with the content you create.
- What – Do you know the challenges your target audience is facing and/or the type of content that drives their interests online? Create compelling content that addresses their challenges and connects to their interests. Create content that speaks to them, not always about you.
- When – How consistently and frequently are you creating content?
It’s one thing to create content, it’s wholly something different to promote it and get traffic to it.
- Channels – Know the online channels where your audience spends most of their time. Be highly active in those channels with consistent, relevant, selfless content that is not yours. By providing relevant, curated content consistently, you will earn the right to promote your created content.
- Community – The more consistently and frequently you create content, the larger and faster your community will grow. That includes your social following, subscribers to your blog and organic search reach.
- Tools – If you are active in all the right channels, providing selfless value to your audience and therefore built a large and loyal community, you need to ensure that you have an effective tool stack that helps you distribute your content to friends, followers and advocates.
Our tool stack incorporates Hootsuite, Bundle Post, Bundlet, Triberr and our email newsletter system. You want to be sure that the tool stack you are using is highly efficient and effective. Be sure that the tools allow you to promote your new content when it’s published, but can also manage that content for addition postings into social media easily and with strategy. You’ll definitely want the ability to seamlessly track when you shared the content last and schedule it repeatedly moving forward to ensure the optimum reach, traffic and exposure long-term. Social Content Management Is Important!!
Experienced content marketers know why they are creating the content they produce. They understand their objectives, processes and they track it to ensure the goals are being achieved. If they are not, they make changes to the process and do it again. Are you doing this?
- Objective – Do you know the goal and objective for your content? Have you planned, developed and tested what happens to the traffic your drive to your content?
- Process – Do you have a well thought out process and supporting mechanics to convert the traffic to your content into leads, customers, inquiries or subscribers?
- Tracking – Are you tracking the traffic to your content and measuring important metrics to determine what is working and what isn’t?
Although content marketing and content creation do not rise to the level of rocket science, they are both highly specialized components of today’s digital marketing requirements.
What are additional components that you utilize within your online marketing efforts?