A Roadmap for your content marketing strategy...Content Marketing: Strategy and Approach
Okay, if you're a marketer lately bombarded with messages about content marketing. And there was last week also this blog from me over. But hopefully you are now finally convinced that knowledge sampling really add value to your organization can do and it's not just hype. But then how do you do that? How do you put it to work? How do you ensure the right content and most importantly, how do you ensure that this content will actually reach your target audience? In part two of this three part series I will briefly discuss the action plan and strategy for content marketing.
Forms of content
Content Marketing is available in various forms. Content is multimedia. From photo to video. Podcast to weblog. Customer case to presentation. Depending on what your organization supplies services or products, you need to look any form or combination of forms, it best suits you. But also look at what your audience will find handy and useful. For what it's ultimately all about. And you can be very creative in his best.
What are your areas of expertise?
Every organization has to me four clear knowledge, these are:
- What do you know? What do you know about your profession? What knowledge do you have as an organization?
- What can you do? What can you do with this knowledge? What products and services you deliver? How do you use
- this knowledge to your business?
- What have you done? What projects have you done? What challenges have you had and how have you dealt?
- What is your vision for the market? You have ideas about how the future looks like for your market, but also on
- how that market is now. That's what distinguishes you from your competitors.
These four areas of native advertising agency knowledge should keep always in mind. Think about these four areas and you'll get plenty of inspiration for creating content.
The process surrounding the creation of content, you can facilitate the next steps, a plan of action to follow.
Step 1: Dig
Often knowledge hidden deep in an organization. The employees are working daily with or for clients, often have knowledge that is not known to the management or the marketing department. The hidden knowledge I mention this too. It is your challenge to bring out this knowledge. A convenient method I use for this, his knowledge sessions.
You can use this knowledge sessions per department or do, but that's the size of the organization, together with all employees.
The knowledge session every attendee gets a block with sticky notes and a marker. Let everyone, individually, write down what they understand subject-related topics. Let them use this one sheet per word or phrase. Collect all the leaves and stick them on a wall, glass wall or whiteboard. Remove the leaves from and you'll get out soon expertise. Many of them will match the services that your organization, but sometimes also come new insights.
Go the leaves then, along with the group, group to expertise. The doubles to give the axes. At the end of the session (s) did you have a clear picture of what areas of expertise within your organization. These then go work out and attach it to the employees who have the most knowledge of. They will have to contribute to the content and can be profiled this as experts.
Step 2: Creating and Collecting
Now that you know what your areas of expertise and experts in these areas, you will have to convert the knowledge into content. One of the most effective forms of content is still a blog. But you work in a visually oriented profession as interior design or architecture, then you will also need to make good use of image. Often convey a clearer video business and also an e-book works very well when the content is too long.
Writing a blog is not right for everyone. Must be written from the level of the target. Not all experts are able to think in a "lower" level than they themselves work. For this you employees follow a blog training, the texts also "translate" by the communications staff or external here (PR) agency for betting. Indeed, it is of great importance that the final target group understands the message.
Step 3: Packaging
And then your content ready. In the base. Now the content is still attractively packaged so that people also want to take to the content itself. Think of a good title for a blog, neat subheadings, a good intro and appropriate images. In a video, you must ensure that there is a nice title screen, good sound and that it is not too long. Actually all cosmetics business to make the content more appealing to the audience. Pay attention to this.
Step 4: Installing / publishing
And then the content marketing agency can live. But where do you publish? You can choose to install a blog for your organization (advice: WordPress) or join a common platform. There are many disciplines websites where they like to have your content. The advantage of these platforms is that they often have much of readers. Thus you reach a large audience quickly.
Step 5: Distribute
After publication, the message should of course be spread. Let the members of your organization do this on their own social profiles like Twitter and LinkedIn. Also think of LinkedIn groups where you can get a wide range, and your LinkedIn company page. In the next edition of this blog, I'll discuss distribution opportunities.
Step 6: Interaction
Good content is shared, but also provokes reactions. People thank you for your content, which are completely agree and those who find it totally nothing. It may also be that people asking for clarification. Go in any case, the interaction. This applies both to social newerken which responds to your content, as well on as the site where the content is. This dialogue is important.
Step 7: Measure
Figures. Statistics. Try to obtain as much information possible on how often your content is viewed and how often it is shared. Here are all kinds, often free, tools to measure it. Measuring is knowing.
Based on the measurement results and the interaction that occurs around your content, you learn what works and what does not with your target audience. Learning experience. Do not expect to immediately score on your first action. You need to build public and especially feel what your audience wants.
In my book SIMPLE I took last year the English eSpares as an example. This company supplies parts for all types of household appliances. They "lure" customers including via their YouTube channel that full instructions are for example how you yourself can fix your washing machine. In other words, you sell your product through to explain in detail how you should use.
Tips and tricks
Finally, I would give some notes that I normally pass on to my customers.
Note: The first step is the hardest
Especially in the first blogging articles can be a difficult delivery. But I know now that the more you write, the easier it is. Not that blogging is a routine job, but you automatically learn your story before designing before you start writing.
Note: Find the hidden talents
Within each organization are talents that can contribute to your content marketing agency. People blogging lot in their spare time. Hobby Photographers exceed the amateur level and video producers who can make high quality videos for YouTube. Send once an internal mail to identify this. People who do this out of passion all in their free time, you can easily engage with your content creation.
Note: Use a content calendar
Especially in the beginning can be excited worked by all employees involved in content. This should not all use immediately. Make a schedule in which you indicate at what time (month) you want to publish on any topic.
Note: Who are your social media ambassadors?
If your organization rotates every few years, you probably have happy customers. If not, sometimes you read it on social media. Customers talk about you on the various social media. Try searching Twitter, or look at the likers on your Facebook page. You've no doubt fans. Converts them into ambassadors they exclude the first to offer your content. They will share it with all pleasure within their networks, thus increasing your distribution.
Note: Share successes
For motivation of other employees work very well to create successful content internally known. Share it on your intranet, Yammer or via internal mail. If people have any doubts, you can convince them with these successes.
Note: The best distribution you yourself do
Of course you have your own share content through social media, but not too much. Then the excess "We WC-Duck" advise ... Ensure that all content easily sharable via social buttons and readers let it spread itself through their social networks.
Note: Content Marketing is actually foreplay
A sometimes controversial statement that shows images with excellent support. But it is true. Through good, useful content to share with your target audience, you create a desire for more. Such a requirement that the customer desires a rousing collaboration.
I have in this blog tried to make a start with your own organization to get started with content marketing. Briefly discussed the approach I've used in several organizations and it works. I am not saying that it's the only way, but a proven way. I am open to suggestions and additions to the readers, for sharing knowledge is ultimately what it's about.