Content Marketing: Define Content Marketing Strategy
Content marketing fits in a broader integrated marketing strategy and it requires a strategy of its own.
Content marketing is much more than about creating, distributing and sharing content in order to engage with the audience, generate leads or improving branding.
For whatever reasons marketing goals you want to serve, you can do it with content marketing.
To begin with, content marketing is taking in any type of content, whether digitally or physically, and purposefully sending it your audience.
By adding a strategy to this, means that you have thought about your goals, audiences and distribution channels.
Common Question on Creating the Best Content Marketing Strategies
The typical question about content marketing strategy plan will answer the below questions:
- Who is your audience? There are usually based on market segments and certain types of content will target specific segments.
- What channels will you use?
- What metrics will you use to measure the success and ROI?
- What resources do you have?
- What pain point you want to solve?
Why Do You Need To Building Content Marketing Strategy?
Yes! You need to build your own content marketing strategy.
You not only need a proper strategy, but you also need to document it as well.
Those with a documented content marketing strategy:
- Are far more likely to consider more effective at content marketing.
- Feel significantly less challenged with every aspect of content marketing.
- Generally, consider themselves more effective in their use of all content marketing tactics and social media channels.
- Were able to justify spending a higher percentage of their marketing budget on content marketing.
Content Marketing Strategy Framework
For the basic requirement for successful, scalable content marketing operations can be divided into the five core elements.
Here are the 5 core elements in Content Framework:
1. Your Goals and Purpose
The ‘why’- you need to understand the ‘why’ or purpose in reaching your final goal.
Why you are creating such content and what value you expect it to provide.
2. Your target audience.
The ‘who’ – the one category of consumers your content can benefit most and what is in it for them.
3. Your brand story.
The ‘what’ – what specific, unique and valuable idea you will build your content assets around.
This also includes your overarching content mission, as well as the topical areas you will focus on in pursuit of that mission.
4. Your Process.
The ‘how’ – how will you structure and manage your operations, as well as how you will enable, activate and apply specific content tactics in pursuit of your goals.
5. Your Measurement.
The “how much” – how you will gauge your content’s performance, evaluate its business impacts and identify opportunities for improvement.
Types of Content Marketing Strategies
Definitely, there are a variety of options out there for content you can create.
Here are some of the most popular content formats marketers are creating, tools and templates to get you started.
1. Blog Posts
Whether you are noticing or not, you are currently perusing a blog post.
Blog posts on a website should be published regularly in order to attract new visitors.
Your blog posts should be able to provide valuable content for your audience that makes them inclined to share the posts on the social media and across other websites.
The ideal words length for the blog posts would be between 1,000 to 2,000 words.
You could try to experiment to see whether your audience prefers longer or shorter reads, and cater to the major preference.
EBooks are lead-generation tools which potential customers can download after submitting a lead form about their contact information.
EBook is usually longer, more in-depth, and published less frequently than blog posts, which are written to attract more visitors to the website.
Basically, EBooks are the next step in the inbound marketing process.
For instance, after reading this blog post, you might want more information about it.
This is where calls-to-action (CTA) play its part, by directing the people to a landing page.
Then, you are required to submit the contact information before downloading the EBook to learn more valuable information for the business.
In turn, the business that producing EBook has new leads for the sales team to contact.
It is basically killing two birds with one stone!
3. Social Media
Once you have been regularly publishing content on your own site for a while, you might start thinking about distributing your content on other sites.
This could mean repurposing content into new formats and publishing them on your blog.
You can create original specifically for external sites such as Medium, or publishing website content various social networks.
However, posting on social media is pivotal to amplify your brand’s awareness and delivering your content to your customers where you know where they spend their leisure time.
Here are the most popular social networks the businesses often post include:
For your information, videos are one of the most effective and highly engaging mediums that are shareable across social media platforms and websites alike.
However, the possible drawback of videos is required a huge investment of time and resources then written content, as visual marketing increases in popularity.
Nevertheless, the greatest advantages for videos are it is 40 times likely to get shared on social media than other types of content.
Many research revealed that video is the most preferred form of content.
This is because the video has the ability to capture people’s attention more than any other content format.
Infographic could organize and visualise data in a more compelling way than the words alone.
As they said, “A picture is worth a thousand words”.
These are the great content formats to use if you are trying to share countless data in a way that is clear and easy to understand.
Others Content Marketing Examples
Here are some content marketing examples from the business for you.
Coke used personalization to get everybody talking about their brand.
They kicked off their “Share a Coke” campaign in Australia by putting the 150 most common names on bottles.
Fundamentally, they are encouraging people to share a Coke with people with those names.
The campaign went viral which resulting in sales of 250 million bottles and cans.
One of the Burberry’s most outstanding content marketing campaigns was Burberry Kisses.
It is a campaign that blending technology with the human wish to connect with others.
Via an app, the users now could press their lips to the screen and send a digital kiss to anyone.
The campaign also allowed people to use Google Maps and Google Street View to see the journey those digital kisses took.
With this content marketing examples, hope that you are all set to wow your visitors with new, creative and fresh ideas.
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