Good content must have a purpose and that purpose must be defined by clear objectives. Assign your content to your marketing funnel. In the beginning, most brands start with blog posts. If you want to venture into different formats, you can perform a content audit to evaluate the best and lowest performing content.
Then, use that information to let us know what direction you'll take next. Think of a content marketing strategy as a summary of the key needs of your business and your customers, as well as a detailed plan of how you'll use the content to address them. The content strategy focuses on the planning, creation, delivery and governance of content. The content not only includes the words on the page, but also the images and multimedia content that are used.
Ensuring that you have useful and usable content that is well structured and easy to find is vital to improving the user experience of a website. RBC, a Contently customer you'll read about later in the series, conducted a channel-wide audit before deciding where to invest in its content program. After analyzing the data, one conclusion stood out from the rest. While only 19 percent of what RBC had in the market was the upper funnel and 27 percent fell in the middle of the funnel, more than half of all content was classified as the lower funnel.
But in addition to attracting new readers and followers, content marketing should boost your business. According to the executive director of content and communications, John Fox, the marketing team made the decision to adjust the brand's point of view as they prepared for the launch. While content marketing continues to gain popularity, simply creating blogs and social media posts isn't enough to impact results. To ensure that the results stay true to your strategy, schedule the basic content you'll create during the first two or three months in a calendar that your entire team can access.
Therefore, multi-touch attribution would be more optimal when analyzing content performance and defining KPIs (key performance indicators). Now that we've explored some examples of content strategies, let's look at the types of content marketing resources you can develop. These are key questions to ask yourself to define an effective strategy, rather than simply “doing” social media and content. Identify the business objectives that your company must achieve and find out how content marketing will bring your company closer to those goals.
Do market research to find out what platforms your buyers are on and shape your content according to their expectations. In other words, content distribution consists of using several organic and paid channels to publish and promote your content. Keep in mind that your potential customers don't need your product and content as such; they seek to improve their personal or professional lives by solving their problems. This is particularly important in large organizations, as it can help keep teams isolated on the same page, minimize duplication of efforts, and ensure that everyone is working to achieve the same content goals.
It helps you move from chaotic content creation to creating an organized system with objectives, success metrics and specific processes for continuous improvement. He now spends his time delving into all aspects of performance marketing, writing all kinds of Outbrain content, at the same time, raising three children, a cat, and running his own writing business.
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