Create your Content Marketing plan
Posted: Mon Dec 23, 2024 6:23 am
Business Goals
Now that it’s hot, too many companies are creating content telegram data just to be able to check that box on their marketing tactics chart. “Let’s do content marketing” is replacing “let’s do social media” and “let’s try to go viral” as the most commonly heard – but totally rudderless – corporate mandate.
Content can serve different purposes within a company, and the best content marketing programs define the role of content beforehand, not after the fact.
Strategy
What is this specific goal of this particular execution of content? What audience is it intended for? At what stage of the buying funnel? What is the key question or need that this content fulfills? How do we know this need exists (social listening, search engine keyword analysis, customer feedback, etc.).
roduction
What form should this content optimally take, recognizing that in many cases there is no right and wrong way to do content, just a way that is most correct based on your audience and their information consumption preferences. This is where you get to figure out what you're doing, who's doing it, and when.
Amplification
You must market your marketing. The notion that you can just create interesting content and people will magically find it is a lie. If you build it up, they won't necessarily come. You have to treat your content executions like a product and launch them the same way you would a product.
Measurement
Content isn’t cheap. It’s just different expensive. The time required (and in some cases, production costs) can be significant. Someday, someone at your company is going to ask “hey, is all that content really making us money?” The best content programs are the ones that are measured, because the data collected can be used to optimize content next time.
Now that it’s hot, too many companies are creating content telegram data just to be able to check that box on their marketing tactics chart. “Let’s do content marketing” is replacing “let’s do social media” and “let’s try to go viral” as the most commonly heard – but totally rudderless – corporate mandate.
Content can serve different purposes within a company, and the best content marketing programs define the role of content beforehand, not after the fact.
Strategy
What is this specific goal of this particular execution of content? What audience is it intended for? At what stage of the buying funnel? What is the key question or need that this content fulfills? How do we know this need exists (social listening, search engine keyword analysis, customer feedback, etc.).
roduction
What form should this content optimally take, recognizing that in many cases there is no right and wrong way to do content, just a way that is most correct based on your audience and their information consumption preferences. This is where you get to figure out what you're doing, who's doing it, and when.
Amplification
You must market your marketing. The notion that you can just create interesting content and people will magically find it is a lie. If you build it up, they won't necessarily come. You have to treat your content executions like a product and launch them the same way you would a product.
Measurement
Content isn’t cheap. It’s just different expensive. The time required (and in some cases, production costs) can be significant. Someday, someone at your company is going to ask “hey, is all that content really making us money?” The best content programs are the ones that are measured, because the data collected can be used to optimize content next time.