Gone are the days when Content meant the posts a company adds on its blog to beautify their website. Today, content marketing includes a diverse set of content types and multiple channels to push them through.
If you’re already using social media to advertise your business, then you are doing content marketing to some extent. The next step is to get a strategy in place.
A typical content marketing plan will answer the below questions:
- Who is your audience? These are usually based on market segments and certain types of content will target specific segments.
- What channels will you use?
- What metrics will you use to measure success and ROI?
- What resources do you have?
- What pain points will you solve?
There are quite a few types of content out there now with new channels being developed every year. Part of being a good content marketer is being able to learn new types and be open to experimentation. Relatively new to the scene is user-generated social media content that can be used as part of your strategy.
Here’s a non-exhaustive list to help you think about what type of content your company has access to:
- Company blog posts
- Branded blog posts
- User-generated content like an Instagram post
- Case studies
- Press releases
- News and magazine articles
How do you get the word out about your content?
Some common channels include:
- Social media
- Search engine ads
Develop your content marketing strategy
There are many ways to get started in developing your strategy. Here, we’ll offer three ways to get started. It’s possible that you’ve done some of this work already. In that case, repurpose your previous research and put it to use here.
1. Define your goals & metrics
The start of any new strategy begins with knowing what goals you have in mind. In content marketing, multiple goals are common and are often matched with content types and channels. And for each goal, you’ll need to define metrics that are used to measure success.
2. Audit your current content
What’s working for you now? If you already have some branded content, conduct a content audit to help you understand what has and hasn’t been successful. The audit should include the actual content links and distribution channels.
3. Map your customer journey
Certain types of content work best at points of a customer journey. A helpful product troubleshooting video won’t be as interesting to a potential customer in the awareness phase as it is for someone who has already purchased. Being aware that it exists, however, may help move the decision along.
Implement & review your content marketing strategy
To monitor the topics your audience cares about, you use branded keywords and search options to see who’s talking about you and to curate content for redistribution. Content marketing doesn’t have to only include branded content. It also includes content that’s published about you or industry-adjacent news.