Content marketing, according to its Dictontionary.com definition, is “a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”
Building an online marketing strategy must include delivering interesting, relevant and frequent content; otherwise, the rest of your strategies designed to drive visitors to your website and generate leads will fail. To help you in your quest for an effective content marketing strategy, we’ve done some research on the topic and would like to share some tips from some experts in the field.
This article stresses the importance of constant content to make your content marketing strategy successful. The author suggests designing campaigns around “peak content moments rather than the only content moment.” Your content should ebb and flow, with a major piece of content complemented by smaller ones to keep the interest level up.
The article provides several references to specific campaigns and brands who are using this type of constant content strategy, along with examples for each.
The five components of an effective content marketing strategy, as depicted in the image below, are discussed here. It expands further to recommending a long-term content plan that defines your company’s mission and goals and mapping them to Key Performance Indicators (KPIs). Building brand-specific content is compared to writing and building upon a story focused on providing value to customers with the goal of building and maintaining long-term relationships with them.
Directed toward B2B businesses and marketers this piece warns against just having a calendar for publishing content and thinking you actually have a content marketing strategy. You must have a strategy in place BEFORE you plan the content publication calendar. This strategy should not change during the execution of the content development. Simply put, the strategy should answer three questions related to your business:
Once you have the strategy in place, you can then develop a content plan that supports the answers to all three questions.
Content marketing is a method of providing information to the online world in several formats: blogs, web copy, videos, etc. Content curation is a component of content marketing. It is researching the internet for great material that can be shared with your followers on social media. It’s a way of sharing expert advice and guidance that’s not your own.
When deciding on what content to share, there are some points you’ll need to consider:
The article also provides recommendations on some tools available to use in content curation, such as BuzzSumo, Hootsuite, Reddit, etc.
You can get some insight here on why your content marketing strategy may be ineffective. Recommendations for improving it for better success include:
In summary, you need a content marketing strategy that works for you and your business. Philadelphia SEO for Growth can help you create and implement a strategy designed for your brand. Contact us today to lear