Content marketing is hot!
But the fact is content marketing has been around for decades, we just didn’t have a specific name for it. So, there is a big gap between hype and reality.
This white paper will help you make sense of it all. How to kick off content marketing successfully, strategically and most importantly: how to benefit from it?
First of all, we have to make a clear distinction between a content marketing strategy and a content strategy.
A marketing strategy
determines how we will profile ourselves within a market. A content marketing strategy is the inherent part of it that defines how we will use content to improve interaction with our target groups, and how this can help us achieve our goals.
A content strategyon the other hand, is a lot more practical in nature. It’s the actual way of creating, managing and publishing your content. This being said, it’s obvious that we need a good content marketing strategy to start with.
Research from the Content Marketing Institute shows companies with a well-documented content marketing strategy:
- Know better how to be effective in content marketing.
- Feel more confident in all aspects of content marketing.
- Can efficiently target groups through content and social media channels.
- Have a better view on the budget they spend on content marketing.
- Can easily provide resources for content marketing.
A good content marketing strategy integrates all content related tactics that we can use to achieve our marketing goals. This includes our owned media such as websites, social media, blogs, landing pages, CTAs,
SlideShares and video content ... But also earned media such as the viral effect of our content and of course PR.
The role of PR in the content marketing strategy.
PR involves any activity, online or offline, designed to improve communication and build relationships with audiences that are important to your business. Typically the following are included:
Traditional PR uses clipping services in order to monitor publications and measure their ad equivalence. There is nothing wrong with this approach, but we believe that PR can do a lot more! For instance, it has an undeniable impact on range, website traffic, lead generation and customer loyalty. In other words, PR is one of the channels we will use to distribute and reinforce our content. The better we adjust all channels to one another and integrate them into our general strategy, the more chance we have of success.
An integrated approach
Of course, each project is different and therefore it is difficult to create ready-to-use templates. However, this eight-step model can serve as a guide when taking your first steps creating a content marketing strategy.
- Define your goals
- Develop personas
- Define the customer journey
- Create a content hub and assemble a content team
- Define a content strategy
- Create a content calendar
- Distribute your content
- Measure, analyse and improve