Content marketing works, plain and simple. If you’re going to get the right content to the right people at the right stage in the purchasing journey, you’ll have to take steps to streamline your content development strategy. This is only possible if you establish goals, analyze your audience, and develop a calendar. Most content is created to meet one of the following common goals: Once you set these goals, you’ll be able to zero in on exactly the type of content you want to develop, depending on where your target audience is in the funnel. If your target audience is in the evaluation stage of the purchasing journey, your content may be a demo video, product webinar, or case study. Develop a Content Calendar You can not have a streamlined content development strategy without a creation and dissemination calendar. For an individual blogger or a business that operates a small office, this may be something as simple as writing it out on a dry-erase board. Similar to an editorial calendar, the social calendar determines which content will be disseminated to which social channels, when and by whom. Inter-Departmental Buy In — No Team is an Island According to the Content Marketing Institute, “It’s beneficial to give everyone in your organization access to your content marketing strategy.” This includes departments that aren’t involved in creating or developing content. It is simply not possible to streamline your content strategy if individual teams are working in isolated silos.
This article is courtesy of BusinessCollective, featuring thought leadership content by ambitious young entrepreneurs, executives & small business owners.
Content marketing works, plain and simple. However, it’s becoming more specialized and audiences are more selective and sophisticated than ever. If you’re going to get the right content to the right people at the right stage in the purchasing journey, you’ll have to take steps to streamline your content development strategy. This is only possible if you establish goals, analyze your audience, and develop a calendar.
It’s important to always be on the lookout for audience trends, and use these to determine the content and amplification strategies. This audience-centric approach to content creation helps to assure that you’re creating content for every buyer at every stage of the buying funnel.
Don’t Produce Content for Content’s Sake
As far as Google is concerned, weak, generic content does more harm than good to your website. Before developing content just for the sake of keeping a blog populated, brands should think about why they’re creating content in the first place. Most content is created to meet one of the following common goals:
Once you set these goals, you’ll be able to zero in on exactly the type of content you want to develop, depending on where your target audience is in the funnel. If you’re trying to increase brand awareness for top-of-funnel prospects, consider educational webinars, whitepapers, eBooks or how-to videos. If your target audience is in the evaluation stage of the purchasing journey, your content may be…
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