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How to Create great and distribute great content

What is a content marketing strategy?

Content marketing drives valuable search traffic and social engagement. These in turn can increase the number of valuable actions taken by your audience.

To create a successful content marketing campaign, you first need a strategy! This sets out the objectives and scope of your project. It keeps everything on track while providing a roadmap outlining the different aspects of your campaign.

Applying funnel techniques

You can use the conversion funnel as a guide when planning your content marketing strategy. This enables you to map your content to key decision points in the consumer journey and address their needs. The conversion funnel helps you understand the consumer journey by tracking the different steps a typical consumer would complete on the way to taking a valuable action, such as a purchase, sign up, or contact request. Content marketers should use funnel insights and knowledge to drive more valuable customer engagement.

In order to apply funnel techniques to your content strategy:

  • Begin with awareness content for the top of the funnel to get the word out there.
  • Create consideration content for the middle parts of the funnel, when people are assessing options in the market.
  • Produce high-impact conversion content for the bottom of the funnel. This drives people to take action.
  • Create retention content for past purchasers to turn them into repeat purchasers, or even brand advocates.
  • It might also be worth creating re-engagement content for people who’ve dropped out at different stages of the consumer journey to entice them back.

Where appropriate, marketers can use what is known as hero content as part of the funnel. This is high-value content that aims to drive brand awareness. Although it is created less frequently, it can cause a brand’s message to go viral! Examples of hero content include research studies, high quality infographics, e-books, and highly unique and desirable audio/video (AV) content such as exclusive videos or podcasts.

What is a content strategy?

So why develop a content strategy? Well, there are a lot of moving parts in a content strategy. Clearly, it’s a useful document to create to get buy-in and sign-off from stakeholders. It can also act as a roadmap for the project itself. And it can be referred to when queries arise and can be adapted to suit the changing needs of the campaign and audience, as required.

  • A content strategy ensures content is developed for purpose by:
  • Defining your objectives, KPIs, budgets, and audience personas
  • Capturing your brand or campaign story
  • Detailing production pieces, such as formats and timings
  • Outlining distribution channels
  • Measuring the performance of your content in terms of business impact and KPIs.

Credit source : Digital Marketing Institute

Top 3 Reasons Why You Need a Social Media Manager.

Whether you’re hiring an agency or letting an in-house staff take over, you definitely need a dedicated social media manager. Here’s why.

1. The Social Landscape Is Always Changing

A social media manager can keep track of any algorithm changes and new trends within the platform, but also adapt your strategy and the content based on the latest updates.

A social media manager can take in what changes are either happening or soon to take place, and be agile, so can go back to the drawing board with their clients and change campaign objectives, and content to provide continued success with regards to their goals.

2. You Need a Social Media Strategy

An employee posting at random on your social media profiles, having no plan, will do a disservice to your brand.

If that’s your current state of being, I strongly advise that you go back to the drawing board to find out how you can either:

  • Have an existing employee who is passionate about this space take over the social media efforts full time.
  • Or reconsider if your brand is ready to be in this space.

Social media is not a set-it-and-forget-it tactic. In many ways, this approach can do greater harm than good.

3. Protect Your Reputation & Help Your Customers

Social media manager(s) are constantly on high alert to each message, review, and comment happening within social media regarding a brand.

Not only do they have the right process in place with regards to triaging, but also they’re aware of how to conduct themselves within the platform, representing the brand.Hiring an individual who has a great deal of experience in this area is huge, as within seconds a social media manager can help mitigate and solve an issue which would have otherwise turned into a disaster if a less-seasoned individual would have put in the role.