Content marketing is a strategy within digital marketing that consists of producing content for a target audience.
For this reason, very different from traditional marketing, content marketing is non-invasive and creates much deeper connections between brands and consumers.
On another occasion we talked about the benefits of producing content for companies. In this article we want to teach you how to implement content marketing strategies in your organization. Let’s go?
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5 STEPS TO IMPLEMENT CONTENT MARKETING STRATEGIES
At first, you might even think that content marketing strategies boil down to producing content and disseminating it on social networks and business blogs. This thought is quite normal. However, it is because of this restricted view that investment often does not bring results.
In order for your content marketing actions to yield the results you hear so much about, you need to think carefully about the entire process.
1. DEFINITION OF GOALS
Thinking about content marketing strategies is like thinking about any other strategy for your business: you need to have goals. Two things are important here:
- The objectives have to be connected with the goals of the organization; It is
- Objectives must be translated into indicators so that proper monitoring can be carried out.
You may not think so, but of all content marketing steps, this is the most important. It will be from this that the professionals involved in the production of materials will know the result they will need to achieve with the content that will be distributed.
Two examples of goals common to the strategy are increased sales and brand awareness.
2. DEFINITION OF THE PERSONA
With defined objectives, the time has come to define who will be the public to be impacted. The point is that, for content marketing strategies to be efficient, it is not enough just to delimit a public in general (as, for example, thinking about men or women of a certain social class and a certain age group).
This type of public delimitation is known, within digital marketing, as persona. For example, for Airbnb, the persona is the traveler who wants to experience the experience of a resident, not a tourist. Based on this, the company publishes content adopting residents’ points of view, describing their favorite places and what they do in the city.
3. CONTENT PLANNING
In this stage, the themes, formats, dissemination and frequency will be defined.
Regarding the definition of the theme, the relevance of the subject to the persona defined in the previous step must be taken into account. It is important that all content means something to the audience it is aimed at, that is, it must alleviate anxieties, solve problems and/or satisfy desires. It must, therefore, generate value for those who read it.
About the format, content marketing strategies include articles, releases, white papers, success stories, newsletter , infographics, e-books , videos, webinars, podcasts and many others. The ideal is to vary and explore different formats so that your persona finds different options.
With regard to disclosure, we talk about the different stages of the consumer journey. These stages are within the marketing funnel , and for each stage there is a type of content to be explored.
Finally, in content planning, you must decide how often your materials will be released. For this, you can draw up a calendar.
4. CONTENT CREATION
This is the time to put into practice everything that was defined in the previous steps. Good marketers know that quality content isn’t something rushed. Commitment to work is essential, as a content marketing campaign with low-quality and irrelevant materials can ruin everything.
There are companies that choose to have internal professionals for content development. However, as a specialized and prepared team is needed, in most cases it is much more financially viable – and much more assertive – to hire a company specialized in this service.
By outsourcing the production of content, organizations in the finance, investment, business and entrepreneurship niches rely on experienced copywriters and proofreaders, at a cost more than they would have if they invested in internal professionals dedicated to the activity. And with much higher quality.
5. CONTENT DISTRIBUTION
It is not enough to create quality content, it is necessary that they are disclosed and reach the right audience. In this step, marketers must make sure that everything created will be found by the persona.
The distribution of the content can be in media:
- Own: corporate publications, blogs , social media, email marketing;
- Paid: ads on social networks, banners, sponsored links on search engines, etc;
- Conquered: this is what happens when content goes viral. The conquered media does not happen alone, because to generate free coverage it is necessary to have, at least, your own media.