Having a documented content strategy will help you work smarter, more efficiently, and more effectively. A good strategy addresses your current business challenges and defines how you’ll leverage content to solve those problems. If you create a comprehensive strategic document, you can ensure all your efforts tackle these elements. In this post, you’ll learn how to organize your ideas on what your content marketing program should be, and how to package those items into a neat and precise document around which you can rally and align your team.
Recently I was extremely low on cash and debts were eating me from all sides! That was UNTIL I decided to make money.. on the internet! I went to surveymoneymaker dot net, and started filling in surveys for cash, and surely I’ve been far more able to pay my bills! I’m so glad, I did this.. With all the financial stress these years, I really hope all of you will give it a chance. – q1ub
We know this is a lot of information, but the work has just begun. It takes time, organization, and creativity to grow a successful content marketing strategy. From building the foundation of your content marketing plan to adding tools to better manage your content, setting up your strategy for the new year won't be a hassle if you follow the steps and explore the resources here.
With two new products – BumbleBizz for career networking and BumbleBFF for finding new friends – Bumble has grown from dating app to full-on connection hub since its launch in 2014. First, it revolutionized digital romance with a female-powered platform (only women can initiate conversations), and now it’s taking on all kinds of relationships. Things are going so well, in fact, that the company recently passed on a $450 million acquisition offer from Match Group.
If you are considering influencer marketing, you can take a note from GE. Find the right influencers for your market or industry, and make sure that they have a following that can benefit your brand. Then, consider what you can offer these influencers in return for their help with your campaign. It may be free products, money, or sometimes just exposure to an even wider audience.
In a digital world where brands are brainstorming how to further simplify navigation and create more spellbinding imagery, Patek Philippe’s understated website stands out in defiance. You’re intrigued to find a hidden element of modernity, a spark of technological compliance that will help you place it better among other digital marketing greats. But black and white videos showcasing delicate nuances of father-son camaraderie after a cricket match or the reverential admiration between a mother and a daughter, show that Philippe is all about honoring rich tradition.
Use pivot tables to your advantage here. If you haven't learned how to use them before, now would be a wonderful time (here's a pretty decent video primer). They're a wonderfully powerful tool for this sort of data analysis, allowing you to compare large sets of data to each other. With a bit of skill, you can make Excel (or Google Spreadsheets) do the hard work for you, giving you (for example) a list of the average traffic for each topic category you'd assigned.
EXAMPLE: Jyske Bank is a large Danish bank that now also functions as a media company. The company started using content marketing to get better results than its high-cost sponsorship marketing. It created Jyskebank.tv, which produces amazing financial programming, as well as compelling stories the bank believes are relevant to its core audience of younger consumers and small enterprises.
Add value. That’s the secret. It’s not really a secret at all. We've already talked about it throughout this piece. Although when you look at some of the marketing companies engage in you wonder if they’re purposely avoiding the obvious. We skip advertising when it provides little to no value. If you want to learn about advertising that doesn’t get skipped, find a skateboarder and ask him if you can watch him look through a skateboard magazine. You’ll see that he spends as much time looking at the ads as he does looking at the articles and photos. Or check out The Berrics website. Much of the content is advertisements, but skaters don’t skip these videos, they watch them just like they watch the other videos, because they’re getting the value they want--good skating. As a skater I’d like to say skateboard companies pioneered content marketing decades ago, but I know they were only doing what came naturally, and selling more product was secondary to the fun of creating videos and magazines. If you want to hire someone onto your marketing team who understands content marketing intuitively, hiring a skateboarder might not be a bad step.
Infographics. These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you need some examples, here are 197 infographics on the topic of content marketing curated by Michael Schmitz, head of Content Lab at Publicis, Munich. Infographics can be effective in that if one is good it can be passed around social media and posted on websites for years. You can get a professionally designed infographic by hiring a contractor on a site like oDesk or if you want to remove some of the risk you can go with a company like Visua.ly. A decent infographic will usually cost you at least $1,000 to have designed, but can cost several thousand dollars if you are hiring a contractor or agency to include strategy and planning, research, copywriting, and design. There is also the matter of promoting that infographic to bloggers and the media. Or you could set up a board on Pinterest and curate infographics on a topic related to your business. That is also a form of content marketing, and it costs nothing but your time. Hey, it worked for Michael.
Determine where you’ll submit your content. This could be for your own blog or another publication in your industry. Create a list of potential publications, and carefully research the guidelines for each outlet. Putting together an article and shopping it around to half a dozen publications won’t get you anywhere; however, by understanding what each publication is looking for, you can create custom content that provides value for the audience and increases your chance of acceptance.
There are as many types of content marketing as there are types of content--far too many to cover here. My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content. Here are five examples to help your mind start percolating.
Content marketing is a form of digital marketing in which brands develop an always-on relationship with customers through content that is non-promotional and provides value at every interaction. Content marketing has evolved from being just blog posts and editorial strategies. It’s now a holistic approach that relies on a broad range of digital marketing tactics such as email, social media, SEO, and paid distribution to reach a target audience.
Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action. This lesson will introduce you to the world of content marketing and provide you a big picture view of everything you need for a successful content marketing strategy.
Marketers are now moving toward a more centralized mode of social sharing, putting their investments only in proven platforms they’ve actually found traction on. This correlates to higher line-item ROI and a more consistent experience for social followers. Integrating social distribution directly into the content marketing supply chain amplifies the total reach of your assets and allows you to quickly see how engaging your content is, while receiving real-time feedback from online users.
The Farmers Insurance Inner Circle is a super customer-friendly resource that it created to empower the audience to become better educated about topics that, for a lot of us, go right over our heads. Farmers Insurance provides people with useful, practical information. It offers a huge variety of articles about things like taking care of your house and your car, how to prevent identity theft, what you need to know if you’re going through a divorce — basically how to deal with anything life throws at you.
Worthy of note, there’s also After Class, a B2B “partner empowerment” blog dedicated to an audience of studio and gym owners, as well as instructors. Promising “powerful insights from industry experts to better manage and grow your business,” After Class features a range of utility content, from marketing and writing tips to financial advice, as well as trend pieces, partner profiles, music and reading recommendations, and even a selection of webinars. The best part? None of it tries to sell ClassPass services. Instead, the content is useful, educational, and inspiring, and speaks to the core of the brand.
He elaborates, “What’s the thing where when you read the first few search results you say, ‘This is great, but I wish they…’. If you have great answers to that, don’t ask ‘how do we make something as good as this?’ but say ‘how do we make something 10X better than any of these?” That’s the bar that’s been set because it’s so competitive to try to rank for terms today.”
While the goal on social media sites like Instagram or Snapchat is to connect more intimately with your audience, your goal on platforms like Facebook and Twitter is to expand that audience, drive traffic toward your website, and start conversations in your industry. Do some basic market research to discover which platforms your buyers are on, and mold your content to their expectations.
The Nike team did everything in its power to ensure that the feat was successful. They picked the perfect place – Italy’s Monza F1 track – for its ideal altitude, facility, and weather conditions. The athletes never had to stop for water; instead, perfectly measured amounts of optimal runner juice were distributed to them on the go. An electric car and a team of 30 pacers were on hand to ensure they maintained just the right speed. Oh, and each runner wore a pair of Nike’s specially engineered Zoom Vaporfly Elite racing shoe.
For one thing, without content, SEOs would have nothing to optimize for search engines. The metadata they add to posts is an attempt to help robots like Google and Facebook wrap their digital heads around the complexities of the content they're indexing. Every link earned by every marketer points to a piece of content, and the keywords that people type into search engines are an attempt to find—yep—content.
What you can do about it: By creating this kind of inclusive content, Whole Foods is attracting new customers and creating lasting connections with its audience at the same time. Healthy living is not an elite club, it’s a choice that Whole Foods wants to help people make, and the content it produces supports that idea. Create content that revolves around how you can truly help your audience.
Content marketing is different than traditional product-marketing efforts like sales collateral and other product-specific info. Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can’t get elsewhere. It’s the best way to turn your product, no matter how common, into something that is not like everyone else’s.
You know you need a plan and strategy if you want to succeed as much as possible with content marketing. In fact, your boss expects to see a copy of your team’s plan so that they can evaluate whether it will be worth the upfront cost, and to verify that you have some actual way of carrying out content marketing. The tricky thing is, you’re not sure what to include in your plan, or how to go about creating one. Taking a look at some content marketing plan examples and templates can help you get an idea of how to put together your own.
The reality is that just creating content isn’t enough. In many cases, you need to amplify it. You need to market your marketing. This is where social media can help a great deal. Also recognize the many places (and many people: customers, employees, influencers) that can help you amplify your content marketing. (bonus: presentation on the difference between influencers and advocates)