Marketers have known for years that stories are a powerful tool for persuading people. That’s partly because stories (unlike statistics) are easy to understand. Content marketing, on the other hand, is a narrative form of marketing focused on consumer’s needs while telling a story.
Beside the four pillars of content marketing: context, channels, connections, and commerce. Develop your content marketing, get your content discovered and expand your content distribution becomes even more critical than ever.
Digital content marketing is not the wave of the future, it’s the wave of today.
In the Nielsen’s Global Trust in Advertising survey from Q3 2011, in the form of emailings, branded websites, and editorial content, it was trusted by 50 percent.
In regards to the content marketing strategy’s development, it needs to go through the process of finding, organizing and sharing content. For each step of the buying cycle, you can create content to help keep that purchaser engaged and involved.
In her article Content Marketing Steps, Heidi Cohen listed down each process in detail towards how to develop your content marketing (7 steps), how to get your content discovered (3 steps) and how to expand your content distribution (3 steps). It is worth the time to go through each of them.
As with any form of marketing, it’s critical to establish a plan for content creation.
1. Set marketing objectives. Consider your answers to the following questions: What do you want your content marketing to achieve? How do these goals relate to those of your organization?
2. Know your audience. Really understand your prospects and customers. Create marketing personas for each segment.
3. Extend branding. Understand that content marketing requires a 360-degree brand since it requires a human voice, photographs, and video.
4. Determine content marketing needs. Examine your target market’s needs and questions at every step of the purchase funnel.
5. Select media formats. Create content across a variety of types of content that your audience uses. Think beyond just articles – use photographs and videos.
6. Create an editorial calendar. Integrate all of these factors into a schedule to ensure that your content is developed and distributed appropriately.
7. Measure content marketing results. As with any marketing initiative, it’s critical to track your results back to your goals by setting appropriate metrics, namely people, actions, branding, sales, and expenses … read the rest of steps here