content marketing
content marketing

These days, content marketing is more popular than ever, yet, with everyone putting out content, consumers have a difficult time separating reality and facts from everything else. That’s why content marketing efforts should be solely focused on providing value and factual information to the target audience. 

Content Marketing Strategy

The first step in creating and developing a marketing campaign is creating a content marketing strategy, which doesn’t mean a presentation filled with fluff. Instead, it means having a document with a lot of substance and specifics about the campaign and what it will be trying to accomplish. 

Some of the essentials for all content marketing campaign strategies include a way to analyze the findings from that campaign, the specific information on the goals of the companies trying to achieve through that campaign. Additionally, the way that the campaign is going to be measured on its performance, the channels that the company will be using to promote its content, and the type of content. 

Content Marketing Calendar

The next step in creating the content marketing campaign is to create a content marketing calendar. This is also called an editorial calendar, where the company is able to keep track of the content that will be shared with the target audience. It’s helpful as it allows companies to navigate everything without becoming lost in all the different activities that are involved in the campaign itself. 

There are plenty of project management tools that can be used for  to control and navigate the majority of marketing efforts and operations, from SEO optimization to content creation and link building. Some of the things that companies should be including in their calendars are the people who will be responsible for every activity and task and the type of content for each content piece across the calendar. Then there are the promotional efforts that will be used for those pieces, and the timeline for the promotional activities that the company will be utilizing. 

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Content Promotion

Because of the high amount of content that’s published online every day, and the lack of promotion for that content, many companies have seen that their content doesn’t get a lot of backlinks or shares across social media platforms. That’s why companies are looking to get their content, and websites noticed in the first place– to promote it across channels. 

While most content marketing efforts end once the content is published, a strong content marketing campaign should include ways to promote that content to a large number of people. That means including strategies such as influencer marketing, email outreach, paid promotion, PR outreach, and more. To put it simply, companies should always promote their content after it’s been published for the world to see. Additionally, companies can also repurpose their old content into new forms, and further extend the longevity and the interest around a previous piece of content.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.