Saturday, April 13, 2013

Content Marketing Strategy and Execution

It is often said that most people fail not because they don't know what to do but because they don't do it.

This is equally true in the world of content marketing. Econsultancy’s Content Marketing Survey Report found that while 90% of company marketing teams believe content marketing will become more important over the next year, just 38% have a content marketing strategy in place.

The importance of content marketing is confirmed in a recent survey which found that 86% of B2C and 54% of B2B companies are planning to increase their content marketing spending in 2013. Survey by Content Marketing Institute (CMI) 2013.

b2b marketing spend

So is now the time to create your content marketing strategy?

Stephanie Chang  has developed a useful 6 step model approach for developing a content marketing strategy.

I have provided an overview of her strategy model below. If you are interested and want to use this model do read Stephanie's detailed guide at http://www.seomoz.org/blog/how-to-build-a-content-marketing-strategy.

Research

This includes:
  • the company business model and strategy - high revenue products/services, high margin product/services, brand considerations, sale approach
  • the customer base - profiles, how they are attracted, why they buy
  • marketing considerations - current content process, editorial guidelines, approval processes, brand considerations

Data Collection

This includes:
  • competitor analysis  
  • keyword research  
  • market research and customer surveys

Preparation and assessment

This includes:
  • a benchmark audit of current analytics so you can compare before and after results
  • a content audit including how well content performs
  • strategy goals such as increase traffic, conversions, brand awareness
  • development of customer personas
  • agree editorial process
  • agree content to be produced

Prospecting

Identifying and reaching out to key influencers through tools like Followerwonk and Topsy 

Create and promote

It is only at step 5 that Stephanie proposes creating content, which emphasises the importance of planning and preparation.

She also focuses on creating content that is credible, informative, original, well written and useful.

Promoting the content including to the key influencers.

Assess performance

Reviewing how the content performed, collecting data and assessing any changes that need to be made.

Thanks to Stephanie for a great article and for focusing on the importance of content that engages with customers and establishes authority within the industry.