So, if strategy means “a plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result,” the specific goal or result for content marketing would be “building an audience that builds a business.”. How to design a content strategy. You don’t need to create all these different content types from the get-go. Just a plan to help focus your time, money, and energy. Since content marketing fuels all digital marketing activities I recommend that all businesses have a defined content strategy. Is it documented or a plan you keep in your head? It will also give you a bigger picture view of your content marketing plan as a whole. You’ll need to conduct, Even after your content is published, you should continue to update your content regularly to keep it ranking high. Dominate your domain with an authorial voice that people listen to? They provide recipes on their website, a monthly newsletter available both online and in print, and, of course, plenty of mouthwatering food photography. You will probably have to perform some serious research before you can answer those questions. This is why question 13 on the content marketing strategy worksheet (What’s your core strategy?) It’s extremely important to define the buyer persona to the letter and I like the way you the word “she” is brilliant! But a weak, flimsy, or flat-out wrong understanding of who your customer is will sink your strategy every time. You won’t have to guess or wonder. This journey consists of three main stages: The awareness stage, in which a customer becomes aware they have a problem. But this should not surprise anyone. So, here are four resources to help you review your current content: Ultimately, it comes down to this: how do you know if your content marketing strategy is working? Even back then, the magazine operated on the same principles as contemporary content marketing: to help customers resolve their issues while highlighting their industry expertise. If you’re a trendy handbag designer, on the other hand, your buyer persona might be a young fashionista. 😀. Years ago, I had a boss that would always tell me…. Their goal was to become the best teachers in the world about the industry by growing their blog with posts that answered every possible customer question. A marketing strategy is designed by: Choosing the target market: By target market we mean to whom the organization wants to sell its products. Definitely go for it. Content strategy is going to be different for every company. Content Marketing Strategy Step 3: Engaging . These blog posts are supplemented with longer eBooks, which hone in on specific topics to provide in-depth informational content to their audience. As part of laying the groundwork for effective content, you’ll also want to do a SWOT analysis of your competitors. First published in 1895, The Furrow, a print magazine created by agricultural manufacturing company John Deere, is sometimes referred to as the oldest example of content marketing. For that, you’ll want to develop a roadmap. Improve brand reputation by building trust through content marketing. The blender company’s eCommerce website is full of recipes, presented in the form of video tutorials. Before you can even start your content marketing strategy, you’ve got a LOT of data to sift through, and just coming up with a plan can be difficult. Together, these elements have proven to be a highly effective way for the company to build a base of dedicated fans and monetize their blog. Content marketing challenges don’t seem as overwhelming when you have a strategy in place. The company effectively markets itself using a combination of different content formats. Good to hear from you. The marketing strategy informs the marketing plan, which is a document that details the specific types of marketing … Wix.com is a leading cloud-based development platform with millions of users worldwide. Thanks for this? I espishally liked the 13 questions listed, and will be making use of them. I’m trying to develop my strategy but as you mention, first it’s about growing trust, having repeat readers and providing useful and entertaining content again and again. We only suggest products we’ve reviewed, and in many instances also use, in order to help you make the best choices. Here are some other benefits of content marketing: Showcases your company’s knowledge, expertise, and authority in the industry. Content marketing is a proven method to grow your brand or business. As a last ditch effort to save their business during the 2008 recession, owner Marc Sheridan and his team dived into blogging. Not sure what the others have up their sleeve … we’ll have to wait and see. And don’t forget to download the accompanying free worksheet. Instant follow in Twitter, too! For a complete write-up on content strategy as it pertains to marketing, see our comprehensive Content Marketing Guide. Many customers see straight through pushy sales pitches and disruptive online ads, but they can be persuaded with informative and genuinely helpful content. Content Strategy Wants YOU to Define What It Means For Your Business. But at some point you will need to develop a more comprehensive plan — and then document it. If you are a small business with a few employees or a one-man or one-woman shop, you may be thinking that your content marketing is so simple that you don’t need a plan. I will surely be creating my own strategy now. We look forward to hearing from you. Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. Content Marketing Strategies- Step by Step. Their fundamental goal is to achieve a competitive advantage.When a company has an edge over a rival or rivals in the provision of a product or service, it has a competitive advantage. Rather than engaging its audience through humor, GoPro grabs our attention with high-quality, user-generated video content filmed with - you guessed it - the GoPro action camera. The consideration stage, in which the customer identifies that problem and researches how to resolve it. A strong content marketing strategy should give you focus, not lock you into less-than-awesome ideas! Many grocery stores overlook their content marketing strategy, but that’s certainly not the case for American supermarket chain Trader Joe’s. Good content - such as blog posts, informational videos, and more - are used to nurture buyers into making a purchase, gently guiding them toward the right solution for their needs. How did you go about creating it? As you expand your body of content, you might find it’s hard to keep track of all your different work. I’ve applied a few of these exercises and found them beneficial, particularly answering those 13 questions and fleshing out customer personas. The 13 questions are a qreat way to start building a strategy from. These steps will take you, intentionally, from a business objective to publishing content: Understand your business objective. Thanks for stopping by and commenting. User generated content drives purchases. Digital Content Marketing strategy should focus their needs and requirements. Offsite articles: Articles written for publications and blogs outside your own website. Begin by taking a look at your competitors’ websites, blogs, and social media platforms, and then build your inspiration from their existing content pieces. According to the Content Marketing Institute only 35% of marketers document their content marketing strategies opposed to the rest, who just have a verbal strategy or no strategy at all. Today, The Furrow continues to be at the core of John Deere’s content marketing strategy and is available online. Start with just one to build your foundation, and then branch out into other formats that suit your particular audience and niche. We also cater to all our different audiences by segmenting our content across various blogs. What is a marketing plan? There is one thing to keep in mind, though. We may receive a commission for purchases made through these links. Far from traditional, GoPro’s content takes advantage of today’s video trends. As the customer mindset has changed over the years, marketing strategies have also evolved. Excellent article, Demian! Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. Copyright © 2006–2020 Copyblogger Media LLC, many content marketers don’t have a documented strategy, according to Kristina Halvorson and Melissa Rach, building an audience that builds a business, We all need a documented content marketing strategy, 13 Simple Questions to Help You Draft a Winning Content Strategy, Don’t Create Your Content Strategy Until You Research These 6 Things, A Complete Guide to Crawling Inside Your Customer’s Head, Tap into This Psychological Driver to Create the Ultimate Message, How to Use Customer Experience Maps to Develop a Winning Content Marketing Strategy, How Creating an Imaginary Friend Can Make You a Better Writer, A Brief Guide to Fixing Your Old, Neglected, and Broken Content, How to Conduct a Content Audit for Quality and Audience Experience, How to Plug the Holes in Your Content Funnel that Are Costing You Money, The Single Best Way to Create Hit Content in Record Time, A Quick-Start Guide to Measuring Your Content Marketing Efforts, The Two Most Important Words in Blogging, Persuasion, and Copywriting, A ‘Big Blog’ Strategy Anyone Can Use for More (and Better) Traffic, 5 Elements that Build a Roster of Terrific Clients. This strategy will work nicely to expound on my current writing habits. You need a substantial, deep, and comprehensive understanding of who she is. Building a content marketing strategy can positively impact your brand or business by attracting more qualified visitors to your site. They hold competitions for user-generated content, rewarding the winners with cash awards and increased online exposure. The bulk of their content aims for maximum user engagement. It’s easier to chart your success when you have a documented strategy. The publication reads less like a series of marketing posts and more like a reputable magazine, with stories about farming and agriculture that take the form of engaging narratives. You don’t need to create all, Now that you know why content marketing is such a, Our first content marketing example is River Pools and Spas. We use the, How to optimize your content marketing strategy, Before you even begin to produce content, you’ll need to conduct, When your content marketing efforts directly address your audiences’ questions at each particular stage, you can better guide customers through the, As part of laying the groundwork for effective content, you’ll also want to do a, To ensure that your blog posts and other content rank high for SEO, write with specific keywords in mind. This was really helpful. Content strategy: Content strategy is part of most content marketing strategies. In doing so, they’re able to engage their readers with unique and unexpected content, while sending the message that their product’s capabilities exceed those of a standard home blender. You’ve given us a lot to chew on here. Any content marketing strategy must align with your broader brand strategy, marketing goals, and business objectives. They’ve also become more demanding; they want their issues resolved fast, and they want the right products to do it. Here are some tips to ensure your content is at its best: Before you even begin to produce content, you’ll need to conduct market research. User-generated content: Content such as videos, images, and more created by users and then shared or endorsed by brands. Engages existing customers so that they buy again. Content marketing strategy, content strategy, and content plan. Creating the most effective content marketing strategy possible requires going beyond producing great content. When I first started blogging I would just write aimlessly and got burned out – no visitors, no return, turned into no motivation! Creating the strategy is done faster and with less stress. But is… eBooks: Online books, typically packaged as downloadable PDF documents, with in-depth information or guidance about your industry. Podcasts: Auditory content offering useful information, guidance, or tips. The difference between content strategy versus content marketing is this: Where content strategy is the overall plan of your content promotion, content marketing is the process of promoting the content. For its content marketing strategy, GoPro shows us another type of visual content. The jury is in, folks: We all need a documented content marketing strategy. Builds brand awareness by placing your brand across the web. Their visual branding has a 1960s aesthetic, and their content bolsters this image with topical blog posts about fair trade products, gender equality, and more. We use the Wix Blog as a way to connect with users and help them with all their professional needs, from website design to small business tips and more. It’s an independent pool company, yet its content strategy is one of the most famous in, Their goal was to become the best teachers in the world about the industry by, In addition to its wide array of written content, the company offers a service called the HubSpot Academy, with free, Even more impressively, the Blendtec brand has become a, Among its most popular clips are the blending of an iPad (boasting 12 million views) and the blending of glow sticks. Download our 16-page guide to learn what questions to ask and how to develop your strategy. Each time a “How” question is answered, you become more specific. Think of it as a map. That’s where content marketing comes in. If you are like me and the words “analytics” and “measuring” make you uncomfortable, check out Mike King’s article: For our Authority members, I want to point out an additional resource: Site Analytics Made Simple(r). It’s an independent pool company, yet its content strategy is one of the most famous in digital marketing history. When I was teaching Public Relations courses at our local universities, I introduced students to the use of Managing By Objectives and how to integrate that approach into the development of a written PR strategy. Your customer is the focal point of your content marketing strategy. Think about who your target audience is so that you can engage them by directly speaking to their wants and needs. This is a brief statement that makes it easier to focus on what’s important – and what’s not – in creating your content so your content marketing strategy stays on track. The role of the content strategist is to develop a roadmap for how content can contribute to achieving defined business goals. And the cool thing is it doesn’t need to be complicated. You’ll need to conduct keyword research in order to know which keywords are most likely to push you to the top of the search engine results page. But first we need to clear up a little confusion about content marketing strategy. Without engaging effectively with your audience, your content marketing strategy is just… content. Between the Creative Blog and the Photography Blog, we make sure to address a wide range of user interests. Mercedes, for example, has a competitive advantage over other luxury car-makers because its vehicles maintain their value.Mercedes did not obtain this competitive advantage overnight or because it was lucky. Marketing Strategies vs. Marketing Plans . Webinars: Online video presentations, often live-streamed, that allow viewers to participate and ask questions in real-time. This way, the time and energy you spend creating content will get you closer to a business objective. By researching your industry competition, you can create content that not only covers a similar range of topics, but that also surpasses that of your competitors in terms of depth and customer value. Won’t a list of things that need to happen written on the back of an envelope get the job done? To ensure your content strategy is organized and well-planned, create a monthly editorial calendar for your blog, as well as a social media calendar, that display the publishing date of each piece, its topic and title, and any additional details of your choice. This is not the case as sometimes, you will need to evaluate the performance of previous content before your produce the other. Even after your content is published, you should continue to update your content regularly to keep it ranking high. Similar videos also comprise the bulk of their social media marketing strategy, with GoPro content posted across YouTube, Instagram, and Facebook. Content marketing is a type of marketing strategy that involves creating and distributing valuable, relevant, and engaging content in order to attract a targeted audience and encourage them to buy. Your goal is that by the end of this journey, users will realize that your product is the solution they’ve been searching for. What’s surprising is that many content marketers don’t have a documented strategy. When your content marketing efforts directly address your audiences’ questions at each particular stage, you can better guide customers through the marketing funnel. To ensure that your blog posts and other content rank high for SEO, write with specific keywords in mind. Content strategy, on the other hand, is the foundation on which successful content marketing is built. This form of marketing doesn’t explicitly promote a brand but, instead, stimulates consumer interest in its product or service. You’re one of the most helpful and informative writers on the Rainmaker Digital Team and on the greater Internet that I have ever read and learned from! Fair enough, but I think this distinction is confusing and needless because we can also talk about content marketing strategy as the planning, creation, governance, and maintenance of content … and not lose any sleep. If you mean by “long term” three months, then yeah. Videos: Short filmed content posted on your business’s YouTube channel or embedded on your own website. This site contains affiliate links to products. In a nutshell, content strategy is the masterplan defining and driving the use of content to achieve your business goals. This should come as no surprise - we’re quite proud of our own content marketing strategy! Any thing beyond that, as anyone will tell you, will change so drastically you’ll have to throw your plan out. I notice that many who produce content also do so in isolation without taking into account the needs to their clients. To take your brand to new heights, here are some steps that will help you to create a robust content marketing strategies. Whether you create a blog for your website, post helpful tutorials on YouTube, or write eBooks and guides, you too can use content marketing to grow your brand. Start by creating buyer personas, or fictional representations of your ideal customers. Case studies: Up-close examinations of your customers, often taking the form of blog posts, that tell success stories about them using your product. Think about what they did well - and what they didn’t - and use that knowledge to inform your own content marketing plan. In this hour-long session, our Chief Operations Officer, Tony Clark, and Chief Content Officer, Sonia Simone, talk about: This is a great introduction to understanding the tools you need to successfully measure your content marketing strategy. Define your goals. You also need to keep your audience, competitors, and overall marketing plan in mind. Have any other tips you’d like to share with us to help other readers? Then check out the following article: 13 Simple Questions to Help You Draft a Winning Content Strategy. These, As you expand your body of content, you might find it’s hard to keep track of all your different work. To be effective at content marketing, it is essential to have a documented content marketing strategy. As you seek to expand your brand, you can rely on content marketing as a powerful tool. Infographics: Explanatory visuals that use a mix of images, statistics, and charts. Being able to dig out the most relevant topics that are going to draw the kind of traffic that you want, and that will convert is a skill in itself. These videos aren’t genuinely educational, but they serve a different kind of purpose; they succeed in establishing Blendtec as a funny, likable company with a memorable, For its content marketing strategy, GoPro shows us another type of visual content. Which brings us to the next important question. The company effectively markets itself using a combination of different content formats. A documented content marketing strategy Marketing strategies are long-term, forward-looking approaches to planning. Thanks for sharing. It’s no wonder so many people are interested in learning this skill. The latest Content Marketing 2020 Research by the Content Marketing Institute shows that the businesses that are most effective in gaining results from content marketing have these three attributes:. For our purposes, then, let’s define content marketing strategy like this: A content marketing strategy is a plan for building an audience by publishing, maintaining, and spreading frequent and consistent content that educates, entertains, or inspires to turn strangers into fans and fans into customers. In addition to its wide array of written content, the company offers a service called the HubSpot Academy, with free online courses about content marketing, SEO, inbound marketing, and more. Thanks for this really useful article. A good starting point for your content strategy plan is to set out a content marketing mission statement. 7 Unusual Signs on the Path to a Breakthrough, Rainmaker Rewind: New Mini-Series: Things I Love/Things I Hate, Why Haters Are the Petri Dish of Great Content Marketing. The distinction, they suggest, is best explained with a Russian doll: a smaller strategy is inside a larger one. Would you suggest I developing a longterm strategy for a beginner blogger, like me? A strategic marketing plan helps your business achieve its goals by specifying plans and tactics which are designed to achieve growth. A documented strategy makes it easier to get buy-in from stakeholders. These video courses take the form of mini-series, encouraging their audience to continually engage and come back for more. Content marketing should build your audience and either increase revenue, lower costs or improve customers. There are many different types of content you can create as part of your marketing strategy, including: Blog posts: Articles published on your website’s blog. A marketing strategy helps an organization to concentrate it’s scarce resouces on the best possible opportunities so as to increase the sales. Appreciate you putting this together, kind sir. Even more impressively, the Blendtec brand has become a successful YouTuber. Like River Pools and Spas, the company offers a vast array of blog posts on nearly every possible question their target audience might have. Content marketing fits in a broader integrated marketing strategy and it requires a strategy of its own: a guide to shape your content marketing strategy. Leave us your thoughts and questions in the comments section below. The higher your content ranks, the more potential customers will click on it and read it. You can also follow him on Twitter. Not only do these include topics specific to digital marketing, but they also include other business and sales tips relevant to their target audience. The videos aren’t limited to smoothie recipes, either; the company also shows more advanced recipes for soups, nut butters, and more. Far from being overtly promotional, the articles instead serve to deepen the connection with their audience, transforming a large manufacturing company into a relatable, more human brand. 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