By now, we’ve all heard the adage that “content is king!” However, for many businesses, putting together a cohesive and strategic content marketing plan can be a struggle. The common roadblocks tend to be businesses not really knowing what content marketing is, not understanding how to create and promote content and most importantly, failing to assign and track any kind of metrics to a content marketing strategy once it is in place. As the saying goes, fail to plan… plan to fail, so here are seven easy steps to get your business up and running toward content marketing success.
Before you can create any type of content, it is important to have a clear understanding of who your business serves. More often than not, your audience goes beyond your everyday consumer. For example, if you’re a restaurant owner, your content marketing plan should not only speak to patrons, it should also speak to meeting planners, local concierge groups, food bloggers, media, etc. When defining your audience, think about all of the people who frequent your business, as well as other resources that may refer people to do business with you.
Once you’ve determined who your audience is, the next step is to try and decipher what they want and/or need to know about. Great content works to solve a problem and inform or entertain, so think about what types of information your audience wants to consume and create content around their needs. #CONTENT MARKETING HACK - Meet with your sales team and ask them what questions they get asked the most. Write blog posts or create video blogs answering those questions and promote the heck out of them via social media and email marketing.
Mapping out what types of content you are going to produce, as well as titles, due dates and promotional channels are essential to content marketing success. Tactics like blogs, videos, webinars, case studies, white papers and podcasts are all potential vehicles for you to use to get your message across. Document at least 30 days in advance, what you plan on talking about and what your plan is for promoting the content. (WANT A FREE CONTENT MARKETING CALENDAR TEMPLATE? EMAIL US AT INFO@RMIMPR.COM)
If you are going to succeed at the content marketing game, your business needs to be committed to creating a constant stream of information in order to remain relevant – at least two to three times per week. For some business owners, this task can be daunting, so work with your team members to see who might have the skill set to write a blog post or produce a video. Once created, be sure there is a formal approval process in place in order to prevent inappropriate content from being published.
Once your content is created, there are a few details you need to be mindful of before going live. Headlines, images, meta descriptions, internal and external links, as well as how your content is categorized on your website, should always be considered before hitting the “publish” button.
Posting your content to you website and leaving it there will not do much to drive ROI. In order to see any traction, you need to promote the content you’ve created through a variety of platforms such as Facebook, LinkedIn, Twitter, etc. Social Media management systems like Hootsuite and Sprout Social are a good starting point and easy to use. If you want to take it one step further, consider using a CRM like Hubspot to help promote your useful content to your email database and consistently follow up with interested leads.
Work with your team to assign some type of metrics to your content marketing plan. Content views, sharing, lead generation and sales should always be considered during the planning phase of your content plan and then consistently measured and modified as needed.
Driving ROI via Content Marketing can be hard! If you're still not sure how to make the most of your content marketing efforts, contact us for a free proposal - firstname.lastname@example.org or 480-305-2017.