Category Archives: content marketing
Once you have convinced yourself that content marketing is the marketing of the future, you will then have to get down to the nitty-gritty details of how to plan it, set it up and implement it successfully… oops, not just successfully – but dashing with that ooh-la-la factor. Let me tell you how with the following pointers.
The first thing you need is to let your individual mindset conform itself into content marketing, and then have your organization follow suit. It is also important to point out that you should start thinking like a publisher instead of a marketing manager. You will have to get used to producing informative articles as products instead of the actual products you have been selling through the years.
Be ready as well to put in the needed time, work and competence for it. Your content must have consistently high quality in order for your endeavor to succeed. Not only that, they should also be placed at the right venue at the right time. You will most probably need to hire the necessary professionals to do your content for you, especially at the start.
Don’t be overwhelmed!
Gearing your content towards results
Implementing a marketing campaign using quality content has certain prerequisites in order to be successful. For instance, you have to know exactly what you want to achieve. You should also have a very good understanding of the prospects you are targeting. If you do not have these, your content will not be able to convert into additional sales or clients.
You should gear your content marketing strategy towards what you want your prospects to do. You should also be mindful of giving them the tools they need for them to be successful at their goals. This entails making content that is relevant and specifically targeted at your prospects. Your strategy should also be consistent with the big picture; it should integrate well with the rest of your marketing and promotional efforts.
Always ask yourself what you want to attain with your clients, and how you want them to feel. Gear yourself towards how you can make them tread the path you desire. Regarding content, keep in mind what your clients are interested in. Provide content that will help them grow professionally as well as personally. Your content must have a good impact as well. You should know what motivates your prospects and how they can use your content to further their goals. In this sense, giving will result in receiving.
You must gear your content towards the information that your prospects require. Here, comprehensive research is the order of the day. You can make phone calls and meetings with your clients and prospects, and also conduct surveys. You can also solicit input from your sales force and customer service personnel.
All these points should be the focus of all your content marketing outputs, whether in print or online. Your goal is to turn yourself into the most reliable source of information in your particular niche, which will attract to you long-term and loyal customers.
Profiling clients and setting goals
Once you have gathered the necessary information required for creating your content, now is the time to create a specific content marketing plan and strategy. The information you gathered on your clients and their needs will guide you in creating a model buyer personality that you can focus on in creating your high quality content. This model personifies everything that your client is supposed to be; it has all your client’s needs and preferences. It is the embodiment of your clients’ aspirations and their mindset.
It also goes without saying that you must determine the specific goals of your company, both short-and long-term. Figures must be included here in order to be able to really measure your progress and the amount of work you need to do.
And finally, you will mix the client information you have (embodied in your model buyer personality) with your organizational goals (which, by the way, importantly includes your budget) in order to come up with the content products you can effectively use. These content products must be well integrated into your overall marketing efforts including your website and other media releases. They should be consistent with each other and complement and support one another in a seamless and savvy marketing campaign.
This is now the time to start planning on getting the implementation ball rolling. For beginners in the content marketing world, you may acquire professional assistance from those dedicated to content creation and all its related disciplines. This includes, among others, search engine optimization, project management, website design and development, and the like. Beginners always tend to focus their consciousness solely on their products using traditional marketing. With content marketing, you must think like an information provider. You must think like media people do. You must not think like a sales agent.
This will take talent, for writing and creating content is not just a fine skill but also a high art. Most marketers are often not geared towards these skills, and therefore most of their content are outsourced. In the beginning, you will have a better chance of developing good content – whether these are videos, magazine articles, ebooks, or blogs – by delegating the job to the professionals.
It is also essential to put your content marketing goals into a specific schedule, just like any other marketing campaign requires. Delegate responsibilities, and if your organization is large enough, you may even have to create a sub-department solely for the purpose of planning, creating and managing content. Content marketing involves many aspects, including but not limited to editing, designing, photography, art, and website development and maintenance. It also needs all the aspects that every marketing campaign needs, namely market, client and product research, budget management, negotiations with outsourced talents, monitoring, and assessment.
One of the most important among these is the basic aspect of creating good content. Making a content plan that is sound and workable is essential. You may not realize that your company or organization is one of the most important sources of such content. If you have been in the business of selling your products for quite some time, then it is a sure bet that you know the ins and outs of your products, your industry and your market, including the demographics of your jurisdiction and the behavior of your target clients. Your own product presentations, videos and seminars provide highly appropriate content that you can use to your advantage. The innovations you have made on your products and company through the years have already naturally made you an expert in your field, and you are one of your best content sources. After exhausting all these, then you can also look outside your own organization for good content sources to use.
Stand out from the rest with content marketing
A calendar isn’t just for marking birthdays! It has also a place for websites and blogs. We call it editorial calendar. If by any chance, you have a problem organizing your blog, an editorial calendar is extremely helpful. It serves as your right hand man in managing your time wisely, thus creating a more and productive work. To put it simply, it is your online scheduler.
Scheduling might be a pain in the ass because you will rattle your brain on what to do today, tomorrow and other upcoming days. You plan ahead for the future. Why plan on the future when in fact you should focus more on today, this very moment? It’s quite simple! You don’t want to barge recklessly ahead without creating a carefully thought plan. More loses are likely to come if you don’t have something as handy as an editorial calendar.
An editorial calendar also entices your website or blog target audience! Like a movie ad in a newspaper, it serves as the Coming Soon part. If you have already made quite a number of readers in your blog, they are expecting you on what you will post next. To make them very eager as to wait for your blog updates, why not use an editorial calendar which gives them a sneak peek on your most awaited articles? Have you already made up your mind? If so, buckle yourself up and here are some simple steps on how to create an editorial calendar for a website or blog.
Grab a pen and a paper! I feel much concentrated with a pen and paper on my hand (when I plan). It helps me to keep focus since there are many popping out on my computer screen like email messages. Create three columns with the following heads: frequency, topics and deadline. First of all, you need to ascertain the frequency of posts you’re gonna do in your blog. Are you dedicated enough to make posts daily (extremely tiring)? Every other day (can do)? Or three times a week (depends on you)? In this way, your readers will know when to expect your blog posting! Isn’t that great? Your avid readers truly love you if they do.
Next is come up with very good topics! It doesn’t hurt whether you do a little investigation on what the majority would love reading. Find topics that interest the readers. You may base it on their age. Young ones love fictional content, techies and gadgets; the adult are fond of non-fictional or other serious topics while the elderly are always concerned about their health. If you deliver what they want, your blog will have a million hits! And that would be very heart warming.
And lastly, create deadlines. Be sure to post on what you have created on your sneak peek. Readers will truly get disappointed when your article is not posted on the expected release date. It has the same feeling when my most watched anime fails to launch on its expected airtime. All the blame will be on the producers. Well anyways, remember that you should always be punctual. With this, you will gain the trust of your readers.
I hope that these simple tips provided you a way on how to get started on your editorial calendar. Sure there are a lot of editorial templates online ready for download but I suggest you create everything on your own, from scratch. The traditional way of writing isn’t bad at all since it engraves into your mind more on what to do especially when you plan. Another point is, it gives you a more personal touch like creating a diary or a scrapbook.
If you are using the worldwide web to generate sales and you have not heard of inbound marketing, that is probably the reason why your competitors are leaving you behind. Inbound marketing is all about increasing the number of people finding and going to your website. There are various lead generation areas where you can focus on like:
- Landing pages
- Content management
- Lead nurturing
- Social media
- Search engine optimization side strategies
- Marketing analytics
- Email marketing
If you ask online marketing experts on their top 5 lines of attack, most would unanimously put excellent website content writing over everything else. Organic as well as paid advertising have to imperatively use well written web content to ensure that the online marketing campaign is successful. With high value content, people will keep coming back. And when people become captivated with a particular site, it becomes a cycle because word of mouth advertising will automatically take place. We have this force of habit that we voluntarily tell other people about great sites that we have. Now the question is how can you generate more email subscribers using persuasive web content?
First off, make sure that wherever you are being represented, your link and email address is present. If you are able to write a very compelling content, people would surely want to know more and will be raring to read other articles or blogs that you have made. In order to make captive this highly-charged group of people, you have to be ready with a registration form that is easy to fill out. Keep in mind that the key to effectively egg on people to sign up is on your registration form for them to become email subscribers is to make sure that your website content writing prowess is impeccable.
The chief factor in good website content writing is to create content that is easy to read and digest. Yes, people who are already into a particular hobby may appreciate a technical approach to that specific topic but in doing so you alienate other readers who are not at par with the experts in terms of experience and know-how. That will push this inexperienced group into looking for other sources of information and would ignore your emails and blogs and calls to register. So, in website content writing, make sure that you cover as much demographics mileage as you can, touching on topics that both novices and experts need to know.
Website content writing is all about distributing helpful information to people who will benefit from them most and making them so excited that they virtually request for more. If your web content does not have that kind of effect on people, it is high time to enhance your website content writing strategies.
Content marketing has turned out to be one of the best ways to engage. Whether it be by article posting, social media, blogging, etc., individuals and companies have joined the bandwagon and took a chance at delivering quality content.
But what particular content mix should one have to make the most out of content marketing? Any ideas? Take a good look at this infographic from Blueglass and see how you can enhance your own marketing efforts with the help of quality content.
Created by BlueGlass Interactive