Content marketing can give you an extra edge in attracting new customers. Engage your clients and let them know how you can help them generate business. Do you know the steps?
When done correctly, content marketing helps mature your online presence, increase the quantity and quality of your leads, improve collaboration between your sales and marketing and ultimately assist in winning new business. Start providing relevant content to your prospects and customers to help them solve their challenges. It's the future. And it's here now.
To support such objectives, organizations often procure Salesforce Pardot which - when used effectively - can be a powerful solution for inbound and outbound content marketing. Here's a set of 7 steps to get your content marketing on track and help you achieve results:
1 - Strategic Framework
The strategic framework forms the stepping stone for the production of all future content. Before you create content, a clearly defined strategy needs to outline your company’s main online objectives and the overarching story line. Relevance is a key factor. After all, your content needs to be relevant for your brand strategy, target audience and business objectives.
2- Audience Description
Describe the audience that you want to address. Define how you will approach them. Determine the textual tone-of-voice of your brand. Map out your ideal buyer personas. How do you produce content that is relevant for your target audience?
3 –Content Type (Prioritization)
Once you have formulated a clear strategic framework and targeted audiences, your next mission is to determine which relevant content types will work for your organization. Discuss the best and most relevant content mix including case studies, blogs / blog series, social media texts, newsletters, e-books, surveys, infographics or other formats.
4 - Content Planning
With strategy, audience and content types determined, map out a timeline for the creation of content. To make content as relevant and valuable as possible, create a detailed quarterly content calendar. Elaborate these in practical content plans.
5 - Content Creation
Only high quality and relevant content drives your visitor to want (and come back) for more. Create modern and inspiring content - for offline and online channels - with text, images, motion graphics or video.
6 - Publication and Activation
How do you reach your audience? Readers are attracted by authoritative perspectives and relevant subjects. This requires the effective dissemination of the content with our original objectives in mind. Explore what the best channels, times and targets are. See how you can enhance and improve your activities with LinkedIn, Twitter and other social media campaigns.
7 - Measure, optimize and repurpose
Measuring, analyzing (and eventually repurposing) content ultimately paves the road to success. Use website, blog and social media insights to constantly optimize and improve content so that the objectives of the strategy are achieved.
Did you notice here how important relevance is to us? And how it should be for your company?