Content Marketing    |   INSIDERS   

Everywhere you turn today in the business world you are bombarded with information about the importance and need for content marketing, and quick-fix solutions to start creating content. And I agree, content marketing is a great tool to help build a relationship with current and prospective customers, but where do you get started?

Before a single word has been written or infographic is created it’s important to layout some guiding parameters, define your teams roles and set expectations about what you want to accomplish via content marketing.

1. Team Roles

Review by committee is as bad for creative as it is for quality control. Your content marketing process should be built with one person having the final responsibility of approving content. This person’s task is to work with content creators and editors, to ensure the final product meets your business’ standards and goals. By creating a simple checklist, you can empower people throughout your company to participate.

2. Guiding Parameters

You, or anyone in your company creating content, should always be able to answer one question: why am I making this? Knowing this ensures you’re not contradicting other content being produced, it creates opportunity to cross-pollinate and draw from the full expertise within your company. Create a map of all the channels and content types your organization will use and share how the content you are building fits into this plan. This helps ensure content across all your channels is pulling in the same direction. Having a specific goal for each channel is also important for successful content generation.

3. Defining Success

Anytime you invest in a marketing activity we try and establish metrics. This will vary from organization to organization and from channel to channel, but there needs to be agreement on what the content should achieve for the audience and for the brand. Generally speaking, content can serve three functions for an audience: to educate, to entertain, or to provide an opportunity. When establishing metrics for your company, consider the following measurements:

  • Unique visits: This KPI provides a good baseline for which to compare different forms of content and trends over time.
  • Geography: Understanding where your content is being read is important in order to understand where to allocate more budget and resources based on where your audience is.
  • Mobile readership:  Understanding trends in how your content is being delivered to different devices is key to determining how to optimize your content and its design.
  • Bounce rates/time spent: Bounce rate percent and time spent metrics are good early indicators of how engaged the traffic is with your content is.
  • Heat maps and click patterns: There are many great tools out there that illustrate how your audience is engaging with a page and its content.
  • Page views: A high page views/UVs multiple is a good sign that your audience is engaged — and quite often means that they are coming back regularly to your content.
  • Comments:  Users are the best advocates for any product or service, so if they’re engaged enough to openly discuss your content, consider it a success. Even negative comments can be great feedback. Be ready to respond in a meaningful manner to all comments.
  • Social sharing: Making your content easily shareable is critical for almost all content marketing initiatives.

Once you have this plan in place your team can get to work creating content!

  1. Hello Admin
    Content marketing has evolved since the digital age so online competition is increasing as well.
    Your style is unique compared to other folks I’ve read stuff from, you make me rethink about content marketing, I was facing problems regarding Content marketing and online visibility, You help me a lot to improve my steps for making new Strategy.
    Thank you for sharing your thoughts and Services.

  2. Thanks for sharing some great insights in your post
    The purpose of Content marketing should be about sharing Information that represents the value that your brand which helps consumers and brings to Consumers in specific target markets, Do Revolve around content marketing as a practice (not merely the act of publishing) that requires orchestrated and strategic processes at its core.

  3. Thanks for sharing this valuable information. In the last part of your post, you stated very clearly about the insights of visitors on the blog and studying our regular audience which is a necessary part of digital marketing.

  4. hello Lindsay Hoffman, your content is very impressive and to the point thanks so much for this information.
    And one thing I want to add in this content that Publishes, syndicate and follow up.
    By this point, you’ll have mastered the basics and can begin harnessing the true power of content marketing. Take what you’ve learned and keep publishing new posts that appeal to your target demographics, measuring the performance of each one carefully.

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