By now, most companies and brands have heard about the success of content marketing, and they are ready to jump in. On the other hand, an unplanned content marketing strategy will not be much more helpful than skipping content altogether. Before you jump in with both feet, learn about what will make your strategy successful.
1. A Clear, Written Plan
A plan starts with a goal, so your first step is to figure out what you want your content marketing strategy to accomplish for your company. Then, figure out how to get to that goal using a blog, premium content, social media, and other promotional outlets. The more fleshed-out your plan is, the more likely it will be to succeed. This is because your entire organization will be able to understand the plan and how each individual can contribute to it.
2. Using Great Writers
Not everyone was born to be a writer and trying to fit a round peg into a square hole will only make everyone miserable and your content awful. If you have great writers within your organization, use them! However, do not try to force your creative team into creating 500 words of outstanding content every day if they are not that into it.
If you are struggling to get the writing done right, you can hire a full-time copywriter or make use of freelance writers who love to put together amazing blogs, ebooks, whitepapers, and other content for a variety of companies (hint, hint!). Or, if you have someone on your team who is a natural-born grammar nazi, see if you can put that to good use by having him or her become the editor for the stuff that’s created by everyone else.
3. Targeting Correctly
Getting your content in front of a huge audience sounds like a great idea, but only if that audience has some interest in your topic. When you are searching for promotional outlets for your content, you always want to start with the audience’s interests and not the popularity of the publication. It does no good to get a guest blog spot in the world’s biggest fishing blog if you are trying to educate people about business tax deductions.
The same goes for social media audiences. Instagram has amassed an impressive number of users, but they are also almost completely image based. I mean, you could try posting pics of your deductibles, but it probably won’t resonate well with the audience. Instead, you might try turning to LinkedIn or Twitter, and leave Instagram to the gardeners and fashionistas.
4. Measuring Results
Content marketing is more than just dumping words and images around the web. Measuring the effectiveness of your campaigns is an essential part of making sure you’re investing resources well. You also have to figure out which metrics to follow to make sure you’re meeting your goals. Getting a huge jump in website traffic is a great thing, but if it’s not leading to more conversions, then your overall strategy still needs work (assuming your goal is more conversions, of course).
Get Help in the Beginning
Getting a content marketing strategy off the ground can be an overwhelming task for even the most experienced marketers. Investing in a good strategist will help make your transition smooth and successful. It will also help you give your team the right tools so they can start leading more initiatives themselves instead of relying on outside help.