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. 

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.

See also  The Art of Social Marketing
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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.