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How to Build a Strong Content Marketing Strategy

by: Finella Kristle Panlilio

Friday, May 16, 2014 |

Content Marketing Strategy

In a recently released study by the Content Marketing Institute on 2014 benchmarks, budgets, and trends, there were some surprising findings about content marketing:
  • 55% of small business B2B marketers think that their content marketing strategy has no impact
  • 94% of respondents are practicing content marketing, but
  • 52% of them don’t have a content marketing strategy in place
In their goal to keep up with the content marketing trend, it appears that about half of self-proclaimed content marketers are posting blogs and social updates whenever they like. And that’s both disappointing and crazy.
On the bright side, the CMI study found a significant increase in the overall confidence in content marketing efforts - from 34% in 2013 to 45% in 2014. The probable cause of the improvement is marketers realizing the importance of providing consumers with relevant, high quality content.
Content marketing isn't done randomly. To see results from your efforts, you have to be prepared with a strategy.
To create and maintain a solid content marketing strategy, here’s what you need:
1. Branding. Fully understanding your brand includes knowing who your audience is, your company’s voice, what message you want to convey, etc. It may seem simple, but even the smallest inconsistencies can have a negative impact. Involve your executive, sales, and marketing teams in this process so that everyone is on the same page.
2. Choose a dedicated employee or team to run the program. Strong writers may be best for the job, because producing poor content is similar to not producing content at all. To avoid being abandoned by your consumers, give them interesting and well-written content. If you create a team, be clear on each person’s responsibilities in order to not miss any bases.
3. Stay on top of the latest trends in content creation and social media. Ensure that your marketing team is educated with content marketing software, social media programs, and best practices. You will find that there are software and programs that allow you to monitor your followers and schedule posts so you don’t have to be chained to your computer.
4. Scheduling. Establish a schedule for your company blog and social media profiles. Having an editorial calendar helps to guarantee that you’ll always have content for your blog. Compile a list of websites that you can use to organize industry-related information for your social media posts. Also, note the best practices for publishing on each social networking site, including the time your posts are likely to get the most attention.
5. Tracking. With a steady stream of content, you’re ready to track results to measure the success of your strategy. There are a lot of free tools available to help you do this. Some social media sites like Facebook and LinkedIn even provide analytics and insights to how your followers respond to your content. Make monthly reports to track your results throughout the year and determine your ROI.
With this simple guide, you’ll be able to build your strategy in no time. So if you haven’t already, start now.

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