Seven steps to successful content marketing
Content marketing has unquestionably emerged in the last couple of years as one of the hottest topics within the spheres of digital marketing, and this is borne out by the fact that newer technology enables a deeper understanding of your customers while allowing you to create more valuable relationships with your most valued customers. So you might be asking what is content marketing? Content marketing is a strategy for attracting and retaining customers by creating content that engages, assists, or informs clearly defined target audiences. Below are 7 steps to improve your content marketing efforts.
1. Determine Business Goals
Before creating content, it’s critical to know how many new leads you need and how much it costs to generate a lead. Your sales team can provide insight as well as be sure to review your current data. You just might have a nugget of insight buried in your existing data.
2. Understand Your Buyer
You’re likely wasting time and effort if you’re not cultivating engagement with people who match your existing good customers. You need a clear picture of your customers and creating Buyer Personas (5-7) will give you a focal point for generating content that is meaningful and valuable to the buyers you want to attract. The Buyer Persona research will also inform your campaigns and analytics.
3. Know Your Objectives
Ten popular objectives:
4. Create a Content Matrix
Your content should satisfy the needs uncovered in the Persona exercise. This is an ideal time to create a content matrix spreadsheet indexed by title, format, abstract, topic, date, location, and target customer.
5. Identify Your Best Content and Develop Themes
If you want to attract new customers you need good content. And, to get good content you need topics that resonate with your target customer. In the early stage marketing funnel you need content that answers buyers questions, familiarizes them with your brand, and stimulates their interest to learn more. This content is usually placed behind a Form gate. Helpful tip: Have your social team extract what trends are of greatest interest to your customer.
6. Get the Information into a Editorial Calendar
Set to a quarterly detailed editorial calendar - this will become the centerpiece of production. The editorial calendar should outline who is going to produce what content by what deadline, to what destination, and by what date it will be published.
7. Measure and Report
It’s very likely your content marketing activities will not be calibrated from the start. Therefore it’s essential to have a mechanism for measuring your content marketing success and plan for optimizing in real-time. Important metrics for measuring Content Marketing:
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Done right social media can be a powerful, lead-generating tool for your business. Even traditional channels don't deliver this kind of brand awareness, not to mention open dialogue. Social media removes the barriers between you and your customers. Each and every time a customer likes, posts or shares your company's story via social media, there's an opportunity to further drive the conversation, extend your reach and build valuable trust, which gives people even more reason to talk about – and ultimately buy – your products and services.
Mastering Marketing Integration
There are literally thousands of products available today that promise to elevate your marketing game. While we have yet to try them all, ikonic has invested hundreds of hours testing these tools in order to make detailed and informed recommendations to our clients. This 'mastery' of marketing integration helps us set our clients up with a custom tool belt designed to elevate their marketing scope within the scale and capabilities of their current marketing team.