Webeesocial.com : Content marketing has become an intrinsic part of digitalmarketing, as it has helped businesses in customer acquisition, brand building
& awareness, and improved interactions with existing customers and other
stakeholders. However, at the other end
of the spectrum, we also see businesses that have either remained clueless
about their content marketing strategy or have been unable to create the right
ones. Such businesses can do a lot better with their digital marketing initiatives
if they focus on devising workable and effective content marketing strategies.
Here's a step-by-step approach for content marketers to create winning
strategies for their brands.
Research: You
will have to find out the topics that may be relevant to your brand or
industry. You need to scan through industry magazines, books, etc. to better
understand the current and emerging trends in the industry. You can also look
at the content marketing strategies being deployed by your competitors. It's
not about following on your competitor’s footsteps, but an effort to give
something more useful and interesting to your target audience. You can also
look at keywords that your target audience is commonly querying on search
engines. This will allow you to create content that is in line with the needs
and requirements of the target audience.
Generate ideas:
Once you have collected relevant stuff through research, start generating some
ideas that may be presentable and interesting to users. You can invite the team
for a brainstorming session, so that the best ideas can be generated and
evaluated. You can shortlist the most effective ideas and use them for your
content marketing initiatives.
Choose the type of
content: You have to define the type of content you are looking for. Some types
of content, like news stories, have a short shelf life, but they can provide a
quick burst of traffic. You can also create long-term content that would
continue to get traffic over longer durations. Your choice will depend on the
ideas that you have shortlisted and what your target audience would prefer.
Create an editorial
calendar: To ensure a professional approach to your content marketing initiatives,
you need to have an editorial calendar. If you are just memorizing your content
marketing plans or jotting down ideas in random sheets of paper, it can create a
lot of confusion. You can lose track of the content marketing goals and
strategies that you may have defined. An editorial calendar will provide a
clear roadmap that you need to follow to achieve your goals. Making changes to
your plans and strategies,and corroborating with other team members will also
become easier with an editorial calendar.
Regularly monitor the outcomes of your content marketing
initiatives, so that you can track your progress and make changes, if required.
Also, avoid knee-jerk reactions since some content marketing strategies may
take longer to bloom and deliver the desired results.
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