Setting up the right content marketing strategy can be a stressful business, but we’ve put together this essential guide to make the process easier than ever!
Whether you’ve done it before or are new to the idea, content marketing is a tricky thing to get right. It requires a balance of execution, talent and forward thinking. Everyone is able to provide their own stance on how to approach it, but this could result in hours spent exploring the internet for the eureka moment. We’ve saved you time and combined the best advice we could find, along with some tips and tricks from our own playbook.
Content marketing, if you get it wrong, can lead to a whole world of trouble as a result of wasted time, resources and effort. Most businesses can’t afford to do this, so it’s important to get your own idea of content marketing right before attempting the onerous task of implementing it. With simple ideas, tips and strategy starters, you’ll come out on top with a plan that can help to propel your business into the forefront of content marketing.
Your content marketing strategy is going to need some direction. You will need to understand your objectives and assets. Think of your project as an investment. There won’t be overnight success and it could in fact take six to nine months before a real impact begins to show, but perseverance is key.
Make sure you have clear set goals and a defined purpose to drive your business forward – make sure these are understood before you even start. The best way to retain your focus and drive is to create your master content planner. Have everything detailed and scheduled so that you know what is happening and when. That way you and your team can be prepared well in advance of the next movement. Using external resources isn’t cheating, it’s enabling. We use this handy Content Planner from Lead Forensics.
Create Your Identity
It’s one thing to write something you know and another to inject personality into it. Customers want to see the human side of your business. In terms of B2B, show your valuable knowledge, become an authority in your field and be informative. For B2C, it’s more about connecting with that customer and proving to them that you can contribute to their lifestyle.
A successful identity will reflect the business well. You need to make sure you take into consideration your product or service. If you’re a photographer, you’re more likely to use images, if you’re a singer, you’re more likely to use audio. Someone who performs stunts or live action is less likely to waste time and effort describing an event when the true effect comes through a video. Content marketing isn’t restricted to the written word, it can explore a number of other representations through slideshows, video, audio, images. The more varied and creative the content is, the more likely it will be found. You can find more here on optimising your content.
Spread the Word
Creating the content is only half the work. It needs to be put out there; shouted from the roof tops, emailed to everyone in your address book, printed out and posted through every letterbox in your block of flats. It doesn’t matter how you do it but you need to tell somebody.
Social media is the elephant in the room here and building a following on each platform is going to be critical in distributing your content. There are a lot of distribution guides out there that cover everything from free platforms to earned and paid media. We recommend these basic platforms to get you started:
When embarking on your own content marketing strategy, it’s important to remember that there is a wealth of knowledge out there, all of which are providing different and potentially conflicting advice. Your own strategy is going to be personal to your business which ultimately means only you are going to know what’s best.
Try these simple tips, see how you get on and don’t forget to visit our blog again to find out more on how to advance your content marketing. But remember:
- Be focused
- Create your identity
- And spread the word
For more advice, download our free content marketing whitepaper: