How to Conquer Content Marketing

How to Conquer Content Marketing

The road to an all-conquering content marketing strategy is likely to be a long and challenging one.

You can’t throw any old content out to the battlefield and expect to send your enemies packing. You’ll need careful planning, execution and monitoring along the way if you are to succeed.

This guide will give you the weaponry you’ll need before engaging in content marketing combat.

Set a destination that makes sense for your company

How to Conquer Content MarketingYou won’t rule the content kingdom without a battle plan. All of your predecessors had one: an end goal that’s realistic and fits in with company objectives. In the mid-1600s, the differences between the Roundheads and Cavaliers sent England into a civil war. That didn’t end well, so avoid a modern day version of this between your sales and marketing departments, and make sure everyone is agreed and united before you set off…then content can be brought in as your catalyst towards achieving company goals.

Strategy: How will you conquer?

You need to know where your enemies – and supporters – are to take full advantage and minimise drains on resources, so this is where knowing your audience applies. What do your potential buyers or subscribers need – and in what form do they want it? After all, you need to keep your allies happy to keep marching on, so do your research. Read this insight from Brandwatch into how social listening can benefit your content marketing.

Go to battle

Now you’re ready for your first battle (of many), so it’s time to pick your best content weapon, which you will have chosen carefully based on your research, to bring your campaign to life. It’s all about audience awareness: How do they prefer to consume content? Which media platform? How formal should it read?

Disperse your troops and hone in

How to Conquer Content MarketingEveryone still standing? Good. Now it’s time to finish off the job. As you edge closer to victory, take your tried and tested content weapon and make smaller content executions off the back of it to keep up the momentum. This process is often referred to as content atomisation, and will ensure you are optimising your lead generation. Interestingly, you’re usually better off recycling existing content than constantly producing new material, providing you use a variety of mediums and angles. This article contains 42 ideas to keep your content fresh and relevant.

Tell everyone!

There’s nothing like telling everyone about your advancements to keep spirits high. Be sure to report back to base, so they can fire up the news wires.

And your own website is just the beginning. Using widely-known channels, such as Facebook, Twitter and LinkedIn is likely to get you the most gains, but the key is paying particular attention to where your target audience already is.

Measurement

So how do you know that you’ve won? And how did you get there? Start by referring back to the battle plan you made in stage one, then use outlets such as Google Analytics and CRM systems to keep tabs on your performance, which will help you launch an even better attack next time. Point Balance’s Principal highlights the challenges of measuring your content marketing accurately.

Congratulations! You’ve won the battle, but not the war. Content marketing is an ongoing process, ahead you’ll see a never-ending horizon with skirmishes aplenty waiting just around the corner.

Content marketing is almost always the difference between success and failure when it comes to your company’s online presence. Your audience is proactive and always within touching distance, but an effective content marketing strategy will make them connect with you instead of your competitors.

Amie Lovell

Meet Amie, Marketing Manager here at Inbox. She looks after everything from our content and blog articles to newsletters and social. Her passion is delivering engaging content that resonates with our target audience while promoting thought leadership, to drive brand awareness and trust in what we do.
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