Content Marketing Strategy
Most content marketers now realize that they must make the transition from a traditional approach to communications and broadcast advertising to an approach based on content. Only it is for most people are quite impalpable what that means exactly. To help achieve this, we wrote a pragmatic roadmap for companies to start with content planning. The roadmap is based on several studies that we conducted last year. In this article I shall select the six crucial steps to that needed for a good content strategy.
Step 1: Topic Selection
Go into first place after the areas in which your company can offer unique content. Obviously, this content must be in line with the culture and business vision. This choice is wise to first, to look at its own expertise and also to the degree of its kind in the market. In addition, you research the needs of the market. Find out what the topics are where your target audience is looking for. Through a netnografisch 'research or an extensive online search, you can get on the track these domains. If, for example when a company is operating in home care, you want to offer content about the diseases you now know a lot about, which is currently a shortage of information and where many people search for. This way you reach an interested audience. The internal (extent of his unique) and external (what people search) dimensions combine with each other, leading to four categories:
Avoidance: content where you do business is not unique and the additional low demand is a loss of time and money. In this category is 0% of the content.
Competitive: content fulfill the market demands, but where your business is not unique, it is occasionally necessary. Given the great need of the market play regularly here. Please note that competitors write about these domains therefore limit the efforts. 25% of the content is in this category.
Niche: there are not so many people interested in this content, but it differentiates your business in the market. Invest 15% of the content in this category.
Focus: This content you make as a company the difference. The market is looking for it, but competitors do not offer good solutions. 60% of your content focus on this category.
Content Marketing domain selection quadrant
Step 2: Content conversion strategy
One of the objectives of content marketing is to generate additional income. Hence the importance of working out a plan in advance stating how content can lead to conversion. The main question is deciding on which place the conversion will take place. Then the trick is to get through the various 'content sites' readers to the content conversion point.
An example close to home. CM has a content conversion plan drawn up by their content planning for entrepreneurs. To give this audience opinion, they have formed the content site contentmasterminds.com Who is impressed by the information on the site comes on the contentmasterminds.com website up and find the conversion takes place there. A conversion plan drawing is actually best compared with the preparation of a football team. The ultimate goal is scored. Before the ball has to arrive at rush hour. Some teams work with the long ball and ensure that the striker is operated quickly.
Content Marketing conversion point
Step 3: Content Planning
After determining the topics of the next step is the actual planning of the content. Plus, you can use three levels of content: content updates, content projects and content ampagnes.
Updates are short messages that are sent at specified intervals. It is a combination of formal content (figures, news, recruitment ...) and informal content (culture, reports on employees, a look behind the scenes). These are content pinholes allowing fans and followers to be kept informed of all major and minor issues. Updates are mainly shared through social media. They love the thought of your business alive.
Projects run over a longer period and are dedicated to a specific theme. For example, a project is a product launch, a new division, an important study, a large customer event or a search for employees. As a company you develop content on a regular basis within the theme for a period ranging between 1 week and 3 months. Projects working toward a clear goal. The content is planned, according to this objective. These cases are mainly through online channels (regular small and large pinholes) can be shared and supported by offline media. A project can optionally be supported by a campaign. Projects put the focus clearly on a defined business aspect.
Campaigns are shorter but more intensive than projects. Campaigns often get support from offline media. This content is created awareness about the company or there is significant commercial news spread it. All media will be used to force a short-term result (usually notoriety and sales).
Content Marketing 3 levels of content
Step 4: Conversation Worthy content
Which content is worthy of conversation? That is the central question that many social media and internet experts are set today. To formulate an answer to this question, we conducted a unique study in preparation of paper below. In the study, all conversations were collected from a thousand Facebook fan of two hundred global brands. In total more than 770,000 conversations were analyzed on these brands. The same exercise we did for Twitter. Here we selected a random week in June 2011 to analyze tweets about a three hundred marks. That gave us 246,000 conversations. To gain insight into what people share with each other, we conducted data mining (a complex and thorough analysis of all conversations and numbers) from one million brand conversations. The study provides a lot of details, but in general, these are the conclusions:
The classics still work: contests and games. Content with a game element, contests, it delivers a lot of conversations. Along with this interaction leads gamification for many 'likes'. Even "free" still works well. When people can get something for free, then generates conversations. It is not just about free products, but also about free content.
Structural collaboration. If you involve people in your decisions, then they talk about it. If their involvement increases, then, the number of conversations. This need not be complex. A question to ask fans can already provide a lot of interaction. Moreover, consumers are showing their enthusiasm through "likes".
Timeliness. Fans love to share news about your company: consumers continue like to be informed of news about their favorite companies. But also broader topics are worthy of conversation. Even though it does not directly related to products, people like to talk about art, music, food, sports, and they show their interest by this content 'like'.
Positive messages. There is more interaction when sharing something positive or something negative. Consumers love positive stories. Positive messages can also enjoy many e-'likes.
Step 5: Managing Conversations
At the moment that content shared over the term (potential) customers, it is recommended that you actively participate in the conversations. In addition, you can use the approach of my first book (The Conversation Manager): observe, facilitate and participate.
Observe Facilitate join
Observe, listen to the comments on your content. Measure how many conversations arise, what sentiment they have and how impactful they are.
Facilitate: make it easy to share content. Share buttons in place everywhere, make as many digital content. But facilitation goes beyond that. It also includes building relationships with opinion leaders in the industry in which you operate. A good relationship and strong content make opinion leaders share your content with pleasure with their network.
Participate: take an active part in the conversations. Are there any questions, try to answer you as good as possible.
Step 6: Measuring success
Of course it is very important to follow active content and efforts to ascertain to what extent there is impact. Determining objectives largely depends on the goals you have set yourself. Still, I recommend to build in 3 levels of success indicators in your measurement system:
Success Indicators with direct impact on business goals
Success Indicators with direct impact on the marketing objectives
Success indicators linked to the conversations about your business
So, this is our approach to content marketing in 6 steps. As mentioned, this is determined based on the input from various surveys. All details can be found in the following paper.
I'm obviously very curious about your experiences, feedback and suggestions. Content marketing is an area where (restarted) a lot of attention. We are all students at this school, so feel free to share your own experiences!