Topics for the key to content marketing success
Based on the results of the latest studies on the causes of success and failure of content marketing programs, continuity in producing attractive content is the most significant factor of success. Investment in content marketing is a waste of financial and time resources if you fail to plan carefully to publish content continually. In content marketing, your campaigns should be as interesting as possible and attract a large audience. If other content is not produced for the audience based on the plan, your failure is certain. The significance of continuity in content marketing is that it always keeps your image alive on the minds of your audience.
In order to continue content marketing, special attention should be paid to strategy. Producing multiple blog posts or running different content marketing campaigns is not related to the continuity of your plan. In the figure below, you can observe the holes created because of using a campaign-based strategy.
Despite the use of different channels and high activity in them, there is a long time gap between running campaigns and publishing large content. The audience did not visit the channels because of the lack of planned content.
This is a problem which can be observed in many content marketing programs, especially big brand content marketing. The reason is that large budgets are allocated for content marketing, which can be used to run large-scale campaigns.
If you know how to produce content, click on the phrase "hiring a content production freelancer" and fill out the related form to join our team of content writers without paying any fees. However, it should not be forgotten that campaigns have the best efficiency when they are used as part of a more comprehensive plan and only as the peak of content activity. In the previous example, campaigns were applied as the only source of content production and were not effective in the long term. In order to avoid the negative effects of this type of strategy, it is required to use the strategic content flow tool for formulating a general strategy and appropriate planning.
In order to develop a continuous marketing content production plan, it is sufficient to have a content production framework which allows us to produce a large number of quality content regularly. The appropriate way to plan content production is to create a process which makes it possible to produce various types of content at different levels and layers. The following figure displays the general structure of such a process:
How can your business develop a consistent and effective content marketing strategy which creates real presence and leads to guidance? For the fourth year, the Fifty Five and Five team got excited to attend the Microsoft Inspire Conference, which was also held in Las Vegas, Nevada this year. The week was full of educational workshops, meetings and conversations with clients and partners. Inspire 2019 was certainly an event to remember. During the conference, I had the chance to sit down with Marc-Andre Fontaine from SherWeb, Pavel Hesse from Nintex, and Jennifer Tomlinson from Microsoft to discuss great content marketing - does it work? what does it look like? And most importantly, how do we do that? In this year's digital marketing excellence report, SherWeb and Nintex ranked tenth and third, respectively – which means that they have presented a lot of interesting help to offer including doing very perfect job in answering these questions.
- Do you do content marketing?
- + Yes
- What does it look like?
- + Like this and this and this
- + Read more
If you cannot take the meeting, do not worry because we have collected the most significant points in this blog. Here are eight tips for a successful content marketing strategy.
Four tips for a successful content marketing strategy
Every successful content marketing campaign should begin with a clear question: "What do we want to achieve with our content?" This should affect any blog, e-book, or social media post. Having a comprehensive and concise goal for your entire digital marketing strategy is highly vital. It is easy to imagine that this is the goal of "producing leads" which is the goal of any business. However, it is worth taking time to create "how" and "why" for your content.
For example, in case of SherWeb, it meant creating informative content which engages readers, thus they feel powerful to take the next step in the buyer's journey. Defining such a goal requires an understanding of your readers' expectations and how to effectively meet those needs.
Before writing a word or posting a tweet, you should know more about the people who read it. For this purpose, you will require analysis. Fortunately, almost anyone with a website domain can analyze the people visiting their website - using Google Analytics - as Nintex has discovered, such data can help you know your readers, what they are looking for, and how they do it.
Using this information, you can understand the information about your readers' population including age, job title, seniority, and any relevant interests they may have. This is all critical information. What you create for a human resources manager is normally different from what you create for an IT professional.
After understanding this information, the next step is creating marketing characters based on the information. Based on this study, you have a semi-narrative of your ideal customer. Thus, it is much easier to target your future content to this person.
In this example, you can observe how the time gap between larger campaigns are filled with smaller content such as blog posts and more. It prevents the audience from paying attention to the competitors’ content and losing customers.
Smaller content in content marketing does not mean low-quality content. Producing any small marketing content which is consistent with your content marketing plan and strategy needs a lot of time and creative ideas.
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