So, you’re looking to start content marketing from scratch. This makes you the underdog in a world where 87.2 million blog posts are published a month on WordPress, 65 million businesses have a Facebook page, and 85 per cent of organisations in Australia alone use content marketing.
Thankfully you won’t need an epic training montage like Rocky to win against all these competitors (although that wouldn’t hurt), you just need the right content marketing plan.
Let’s break that plan down into its components and discuss key tips for each one.
Even the best ragtag group of heroes needs a strategy to come out on top. Content strategy will define everything you do moving forwards, so this is not a step to skip. These are four things marketers need to think about before starting on content:
1. Defining your goals and objectives
What do you want to achieve? You need to have goals, understand how to achieve those goals, and have a plan to measure their success. Answer the following questions and your inbound marketing will be moving in the right direction:
While it was once difficult to calculate content marketing ROI, there are now heaps of metrics and web analytics tools to help marketers gauge their performance. Here's how to find the perfect metrics for your goals. https://t.co/9otggRleQH pic.twitter.com/dBIcEA37Jb— Castleford (@castlefordmedia) March 19, 2018
2. Defining your target audience
Who are you talking to? Having a clearly defined audience allows you to stay on target … stay on target, until you achieve success. So how do we define these potential customers?
Now collect all of this information into a single document. This will act as your personas guide.
3. Defining your competitors
What are other people doing? Other businesses are the Hawks to your Mighty Ducks. Many of them will already have a content marketing plan in place, and will have been polishing it for years. But can you still take them on? You betcha.
It’s time to ask yourself more questions.
You can adapt the bits you like and improve the bits you don’t in order to create something unique and valuable for your target audience.
4. Define your internal capabilities
How will you achieve all of this? Finally, who is actually going to make all the content for your company? If you want to appear as a trustworthy, professional brand, you need trustworthy, professional content – that means it must be well-written, well-edited and well-presented.
After reading the rest of our article below to gauge how much work will be required, carefully consider who has the time and skill to put it into action. Will it be you, a peer, or will you outsource to a freelancer or content marketing agency? Consider time versus cost versus quality to get a balance that suits your organisation.
At this stage, you should have your who, what, where and why figured out – now we will discuss when and how in these two steps.
1. Set everything up
Aside from your website, you’re going to need two more things:
Now assign a marketer to champion your blog and social media. If you chose a third-party agency, make sure they have login permission.
2. Create a content calendar or plan
Now we need content. Below we’ve listed what different content types and social media platforms are good for:
Social media platforms
Gear content to different parts of the sales funnel. For example, create widely appealing advice and guides to encourage customers from the top of the funnel into the middle. Then case studies and webinars can build trust and awareness to keep people moving down.
Learn more about the sales funnel in our article “How to repurpose content for different stages of the sales funnel.”