In contrast to the other two, a content plan is very tactical. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you will cover, what content you will create, when and how to share your content, and specific calls to action you will include.
In the ‘modern’ approach of content marketing, where more people look at the role of content in branding, reach, engagement, social and SEO. especially in a pure branding, reach and engagement approach, organizations look less at buyer personas but rather at audiences. Nevertheless, such a view requires a content marketing strategy as well. Unless your company lives from website traffic, a pure publishing model without an overall strategy makes no sense. It’s also advisable to not look at content marketing from the pure social and search context.
Think about it: the average podcast is 35 minutes long, much longer than Bon Appetit’s readers probably engage with a single article on their site. If the content is good, people stick with a podcast much longer than they would linger on a webpage, and they subscribe to receive this content right on their smartphone every week. (If you dig podcasts, check out Salesforce’s new marketing-focused podcast launched in 2015 — the Marketing Cloudcast.)
While this is obviously so, this goes for all forms of “marketing” from an integrated perspective. Nevertheless, content marketing, regardless of definitions and terms, can be clearly differentiated in many ways from other marketing tactics and approaches. Even if phenomena and activities such as corporate blogging – and, going back far more in time, storytelling – are older that the term content marketing, they are often mentioned in a content marketing context. This also means that often definitions overlap. Corporate blogging is a good example as it is defined as a content marketing practice but also as social media marketing and inbound marketing. More about the difference between content marketing and inbound marketing here. Finally, as new – mainly digital – evolutions (also driven by consumer adoption), it’s clear that content marketing will continue to evolve, as will media evolutions, as the increasing focus on “converged media” clearly indicates.
Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We'll go over several different types of content you can use further down on the list.
While sharing company updates might be helpful for you and your employees internally, your blog can speak to a broader audience, and hyperspecific news really isn’t all that helpful to your readers’ efforts to solve their problems. To truly attract and engage your target audience, your blog has to be entertaining, address questions and pain points, and serve as an educational resource for your readers.
In 2011, the brand created a “Smart Community” in an effort to promote awareness of its renewable energy solutions. They optimized their platform for the keyword “smart community” and invested in a massive SEO campaign to boost their rankings. Their campaign proved to be remarkably effective, helping to generate 160,000 global followers on LinkedIn through the Smart Community campaign.
Though you may not have the time or resources to create a specialized app to market your brand, you can create great content that gets to the heart of your target audience’s biggest challenges. By focusing on creating content that highlights and explains these challenges, providing simple and effective solutions, you’ll be on your way to building stronger customer relationships and influencing more conversions.
By defining questions like this, you are able to uncover information about your potential customers that will simplify the way in which you go about creating content for them. Specifics like these seek to improve your targeting efforts by supplying you with enough information to personalize content and move personas closer to a positive purchasing decision.
This same phenomenon was found in other countries, such as the UK and even in research in smaller countries such as Belgium, in which there was an apparent link with the fact marketers said to be ready to break out of the cycle of short-terminism. As mentioned, content marketing – indeed – is not about short-terminism and thus cannot be defined in a pure campaign perspective if correctly used.