Content marketing reflects your brand, draws people in and engages your audience toward commerce. It is a key element of inbound marketing, demand marketing and lead generation.
What is Content Marketing?
Content marketing is everything that you publish — from web pages, blog posts and videos to press releases, technical support documents and customer reviews.
Your content is what your audience reads, watches, listens to or views. When they consume your content, they are learning about and engaging with your brand.
Content marketing is the long – but very powerful – game for building your brand and earning loyal fans.
Building a Content Marketing Plan
You have content to share whether you are educating prospects about software and platforms, selling consumer electronics, or sharing business solutions and advice.
The approach should be to produce valuable and free content to target markets, who will appreciate the information, engage you and possibly buy from you.
Start with Existing Content
Marketers need not produce all the content. Rather, they should access content all around them veryone and every organization has content already. The hard part is capturing that content.
Record every presentation anyone at your organization delivers. Record every webinar and every internal presentation. Designate someone the company content guru, and empower them to capture, curate, gather, store, produce, and publish.
Content Strategy Elements
Before you begin your content marketing strategy, leading to measuring your social media ROI, take an inventory of the following items.
Content Marketing Budget
A content marketing plan provides a daily, weekly, monthly, quarterly and annual roadmap that details the strategies and tactics of all content production and distribution efforts.
The professional or executive such as a Chief Marketing Officer (CMO) who is charged with building a brand and generating leads, typically oversees content marketing plans and budgets.
Content Marketing Costs
Content marketing costs can include graphics and images, video production, social media management, writers and freelancers. Depending on the type of business, content marketing can be a significant portion of the overall marketing budget.
Marketing budgets can range from 5% to 10% of revenue for firms, again depending on the industry and products.
Digital Marketing, Public Relations & Analyst Relations, Social Media and Website budgets may live inside the Content Marketing budgets or be separate items.
Editorial and Social Media Calendar
An effective planning tool for the content marketing effort is a defined editorial calendar and social media calendar. These can be automated through different CRM and marketing platforms, but at their heart is still content.
Depending on the type of business, a monthly editorial calendar might include:
- One 800-1000 word article and 4-6 associated social media posts
- One white paper or eBook with another dozen associated posts
- New client wins
- Client case studies
- Events and webinars
- News items for new products, awards.
Content Marketing Strategy & Tactics
- Use two blog posts per week and two videos per month to explain issues commonly identified with the key problem you seek to solve.
- Share blog posts and videos on LinkedIN, Twitter and Instagram using appropriate hashtags for issues trending in your space.
- Create a YouTube channel for all current and future videos.Measure and report results (engagement, clicks, leads, etc.) weekly to evaluate and update tactics.