Content marketing goes beyond written words which is the first thing that comes to the mind of new business owners. Content is an umbrella word for every piece of information you dish out for the purpose of marketing your brand. So it needs to be strategic and carefully thought out. Depending on the goal of your business you should ask yourself what you want to achieve based on the type of content you push out. That brings me to giving out a few tips that can help you make a very effective content marketing strategy:
The Golden Circle by Simon Sinek
The Golden Circle consist of 3 basic questions. Why, How and What. Let’s address each of these questions
- Why (The Purpose): Very few organizations know why they do what they do. Why is not about making money. It’s about the vision or purpose which is the very reason your organization exist in the first place.
- How (The Process): Some organizations know how to get stuff done. These are the things that make them special or set them apart from their competition.
- What (The Result): Every organization on the planet knows what they do. These are the products they sell or the services they offer
Answering these 3 questions clearly determines the nature and priority of your business. The idea of answering these questions also helps you come up with content aligned with your goal. So if the content you create is to help raise awareness about your brand/business or help increase sale, you know which section of the golden circle you need to tap into.
Type of Content
Depending on the message you want to pass, think about how best to catch the attention of the audience. As earlier stated content does not necessary have to be a history lesson (boring). It could be represented in a number of different ways which include:
- Blog post
- Case studies
- Pictures and so on
Getting the best from your content
Content marketing isn’t a one man job. It requires a full creative team or a genius. But usually you need a team including a graphic designer, blogger, copywriter, community manager, SEO specialist, and a web designer. Each member of your team is required to use their expertise to contribute immensely on the best way to push out content and what content goes out. Basically you have to make sure each member is competent and understand their roles in creating a good content. Sometimes one member of the team is OK to push the content other times you need every member of the team.
How, When & Where to distribute Content
Creating great content is the first step of a thousand miles. The real challenge is in the distribution of your content. Knowing the perfect time to share them, the best performing channel for your content (putting into consideration your target market), number of page views and engagement rate. You need to work out a plan to make sure your content meets its KPI (Key Performance Indicator).
If the content is based on a trend, season or event then its best shared around that time unlike content that is evergreen. An example is “how to save your phone battery” This type of content will be relevant any day anytime. That brings us to
Metrics to look out for
There are four (4) types of metrics to look out for when setting the KPI for a content marketing strategy. They are consumption, sharing, lead generation and sales metrics.
- Consumption Metrics: This measures how many people saw your content and engaged with it. Statistics on consumption comes in page views, link clicks, video views, downloads, sign up, time on page, behavior on page and so on.
- Sharing Metrics: This measures how many of those who consumed your content reacted to it. This metrics includes likes, shares, retweets, +1’s, pins, repost, forwards and inbound links.
- Lead Generation: This is a measure of how many people can be re-marketed to or looks like potentials for a future purchase. This is measured by form downloads and form completion, email subscriptions, blog comments and conversion rate.
- Sales Metrics: Did you make any money based on the content? Measure this by online sales, offline sales with a discount code unique to the content you shared. E.g Sales that have promo codes like IG234 says consumer is making purchase based on the content on they saw on instagram and BB123 says purchase is based on content on bill boards etc.
Measure and analyse
The rate of engagement on your content is what determines its failure or success. So there is need for you to measure and analyse your content to give a clear picture If your strategy was good and how to re-strategize and make it better. Measuring and analyzing helps you keep track of your content to ensure you are not just putting out great content that nobody is seeing or can relate to either because you are reaching out to the wrong people in the right way or talking to the right people in the wrong way.
Evaluate and Re-strategize
In a simple sentence “if it worked make it better, if did not work then find a way to make it work”. After measuring and analyzing, draw up a conclusion as to whether your content did well or not and in most cases do a SWOT analysis. If it’s the latter, find out the reasons why based on type, target audience, time, and platform. And if it’s the former focus more on your strength and maximize it, see how you can improve your weaknesses, what open opportunities are you not exploring and finally see how you can minimize your threat since you can completely eliminate it.
Content marketing is not a campaign you run for a while and stop. It is a continuous commitment. And it doesn’t have to be difficult. Set up a system that works for you and use available tools to make it easier to track your success and failures. Get them!
How do you currently create your content marketing strategy? Let us know in the comment box below.
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