Developing and producing effective content marketing can be a complicated task.
But, like any journey, it becomes much easier if you’ve a map to follow.
Here’s the path we use at Tecmark to plot our progress on any content marketing campaign:
Building a picture of the people you’re trying to reach is the crucial first stage of any content marketing campaign.
Without a defined target group, you’ll struggle to effectively shape your content.
But while audience research used to be a costly and time-consuming process, a range of online tools including Facebook Graph Search, Google Display Planner, FAQFox.com and AnswerThePublic.com have made this process much more accessible.
By using a combination of the data you can gather from these tools, you should – by the end of your audience research – understand what your audience likes and dislikes, where they visit online, what they engage with and how they look for your products or services online.
Next it’s important to learn what others in your industry are doing, particularly those targeting the same audience.
What proves successful?
Are any of your competitors producing consistently successful content?
Having done your research – on both your audience and your competitors – it’s time to start your own production process.
First up is the part that most often scares people away: generating ideas.
Our 635 Brainwriting tool guarantees 108 ideas from a team of six people in just 30 minutes.
It’s a system built on German efficiency – it was first devised by professor Bernd Rohrbach – that we’ve pulled into the 21st century.
For more on the ideation process, check out these posts:
When it comes to producing the content you’ve determined is best from your initial list of ideas, originality is key.
Either the angle or the execution should be original.
For example, a Google search yields 125,000,000 results for the term ‘Things to do in Dubai’.
With so much competition, it’s important to produce something original – which is why Travelbag’s ‘A Day in Dubai‘ video-based content has generated almost 13,000 social shares. It’s markedly different to the bulk of the text and photography-based content already in circulation.
For more on how to ensure your content is the best it can be, read:
Gone are the days – if they ever existed – of ‘build it and they will come’ success.
Paid promotion is now almost always part of a successful content campaign.
Its impact is amplified with a coordinated, strategic approach to manual outreach with traditional media and blogs.
And the third pillar to your promotion efforts is the combined reach of your own social channels.
For more on promoting your content, read:
By following these five solid principles, creating effective content marketing campaigns need not be a mystery.
But let us know in the comments box below if you think we’ve missed anything out.
Want to know even more?
Give your content marketing another boost by getting our four free digital marketing ebooks and our weekly content marketing newsletter.
You’ll immediately receive 123 pages of expert insight straight to your inbox.
Get 123 pages of expert advice straight to your inbox.
About the Author
A former journalist with experience in radio, TV and a decade in national newspapers, Neil now focuses on communications and results-driven copywriting.Visit Neil's Page
Do you know if your website is safe? It’s a valid question given the current climate of leaked personal details and how some companies handle the information of their customers. With new GDPR compliance coming into play in 2018, many companies are taking extra precautions to ensure their customers’ data is safe. You may have […]
Happy New Year everyone! As we all know the transition into the new year is a time for reflection, hope and new beginnings. However, it often brings with it a descent into copywriting madness, with god-awful clichés often popping up out of nowhere – yes we’re looking at you #NewYearNewMe crowd.
When it comes to building a decent website, content really is still king. The key to creating decent copy that not only draws readers to your site, but also gets your brand message across, is to make it compelling. You want to create something that’s actually worth reading – not just a scrambled up splurge […]