Steps To Become A Better Content Marketer
- Why content marketing is important:
- Generates leads
- Increases direct sales
- Improves brand loyalty
- Keeps the reader's attention
- The Process
- Identify objectives
- Establish a benchmark
- Assess your staff and resources
- Come up with a plan for distribution
- Assess existing assets and senior management commitment
- Review marketing objectives
- Identify products or initiative that will be supported by content marketing
- Identify core values and strategic objectives
- Make use of core competencies in content marketing
- Evaluate the competitive landscape
- List competitor’s content
- Monitor important pieces of information on an ongoing basis
- Share findings in a team setting
- Outline your content marketing objectives
- Map out your objectives for the next 12-18 months
- Understand buyers
- Identify buyer personas
- Identify what types of buyers you want to target
- Define buying process stages
- Identify gaps
- List your existing content marketing assets
- Identify content by states
o What is most appropriate at each stage of the buying process?
- Identify content by persona
o What is most appropriate for your buyers?
- Identify gaps in content
o What gaps are there in your assets?
- Build content
- Generate ideas for content
- Identify key messages
- Outline standards for quality
- Build a roster of contributors
- Ensure consistency
- Repurpose content wherever possible
- BUILD CONTENT
- Organize distribution
- B2B marketers use an average of 12 content marketing tactics (smaller companies usually use less tactics)
- Select the right channels for marketing your content
o Social media, blogs, etc.
- Facilitate social sharing
- Build landing pages
- Measure return on investment
- Keep track of performance
o B2B markets use web traffic, sales lead quality, social media sharing, etc. to track success
- Monitor your program and engage with your audience
- Measure your program and report on progress
- *Start implementing a creative content strategy within your business or you will be left behind by your competition*
