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.
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.