content marketing 2

Content marketing is an ever-changing industry that’s not likely going to be slowing down anytime soon, which is why companies are constantly adapting to the industry’s constant disruptions.

Between getting on board with the latest platforms, and experimenting with new content formats such as AR/AR or NFTs, there are plenty of content marketing options that companies can consider.

The most impressive part of content marketing is that companies are utilizing the latest platforms and formats without any additional team support or resources, and have still achieved plenty of success.

That means companies are doing a lot more in content marketing with a lot less, and in the next few months, that perspective is going to be shifting.

Content Marketing Strategy

Developing a content marketing strategy takes a lot of time and effort, and there aren’t any shortcuts. Most companies, when developing their strategy, tend to detail three different elements.

The first of those elements is the reasons why a business is creating content as part of its marketing strategy, instead of any other marketing effort.

Then, there’s the target audience for the content, who they are, what they’re looking for, and their buying journey. Lastly, there’s the element that sets the content and the business apart from its competitors.

It’s always best to begin with a simple content marketing strategy that gets refined over a long period of time.

The first step in creating a strategy is to figure out its biggest priority, which can be done by defining which business needs a company is struggling to achieve with its current marketing efforts, the size of that need, and how it can help drive business goals once it’s achieved, the differentiating value of that need, and the ideal outcome of the strategy.

To guide the content of the strategy, companies can start by defining the audience, the thing the audience should be accomplishing, their buying journey, and the reason they should care about the business or its products.

Content Operators

Most of the time, the process of content creation is rather complex, which is why many companies have decided to build their own frameworks to simplify that process. This type of framework starts by defining the purpose of the content, and the reason the content marketing team is creating it.

Then, the framework should define its content mission and the end goal of its content marketing strategy. After that, it’s time to set several core objectives and key results, and to continuously monitor them.

Companies can also create a more efficient workflow for the content marketing team to closely follow from start to finish.

Different workflows work for different companies, but having one established ensures a company’s content operations will be following the goals, standards, and objectives that have been defined at the beginning.

There’s no need for companies to work overtime to truly make an impact with audiences through content marketing.

There are plenty of ways that businesses can work smarter instead of harder, and still accomplish their goals.

Ronn Torossian is the CEO and Founder of 5W Public Relations. Torossian is also the author of leading PR Book ‘For Immediate Release’.

Previous articleBrand Narrative
Next articleThe new brand voice of Victoria’s Secret
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.