What is Content Marketing?
Content marketing is a strategy that fills the digital world with useful content owned by your brand. Content isn’t advertorial or self-promotional. This content serves a purpose greater than promotion such as to provide an educational resource, entertain, spread new ideas, etc.
Main Components of a Content Marketing Program
- Assess your audience. Plan your entire content marketing campaign and strategy before reaching out to bloggers and social media influencers to place your content. Keying in to buyer personas to see what topics and content types your targets seek out and engage with is the backbone to a successful strategy.
- Target. Identify and hone in on the topics of conversation, verticals of influencers and channels in which are best for your brand to place content.
- Place. Reach out to individuals in a personalized manner and work with them on an individual basis to place the best content pertaining to your brand.
- Grow. Give your partners the assets to write about an entire experience with your brand. Track and monitor all earned and placed media. Work with the influencers and topic segmentations that perform the best.
- Organize. Keep track of who posted, what they posted and where they posted so you can grow your network and share content on your own channels.
Why Content Marketing?
- The average marketer places content on seven different platforms.
- The majority of content marketers share three common goals that can all be achieved by partnering with the right influencers in the form of bloggers
- Website traffic increase
- Create higher quality and more engaging content
- Become better storytellers
- 70% of marketers are stressing “quality of quantity” and seeking out influencers who will create engaging content.
- 67% of marketers think identifying and engaging audience is a top priority.
- Content marketing is a great strategy to target all satages of the customers journey including customer loyalty and retention.
- Action and social mentions are driven more effectively by “power middle.” Mid-level influencers like bloggers have a smaller but more loyal audience and drive 16 times more engagement than paid media and “mega influencers.”
What Makes Content Marketing Successful?
- Identify niches within content verticals that your target consumers would follow.
- Trial and error. Try different approaches and work with different niches to learn what digital mediums and what types of posts create the most brand engagement.
- Focus on a contextual fit over a numerical fit. A small but super targeted audience is more effective for your campaign than a blogger who is a “sort of” contextual fit but has a lot of Twitter followers.
- Promote all earned media on your own social channels.
- Work with bloggers as a springboard to score mentions across multiple digital channels. Bloggers promote themselves across their social outlets so their influence tends to be on a variety of mediums.
- Have a team or at least a person who is dedicated to consistently producting great content to share.
- When publishing content make sure it is either a piece of thought leadership, entertaining, looks at a situation in a new way, reports on research or trends or is new information.
- Be consistent. Take extra care to make sure the content you put out as well as the content you team up with influencers to produce spreads the same message.
|What they did: This video hosting brand has a series of very helpful tutorials on their site to train their audience in the ways of video marketing. Instead of talking about how “awesome Wistia is” they attract leads by being a thought leader.
Key takeaway: Be a resource, the leads will fall in to place.
|What they did: Bulu Box built a network of bloggers to receive free health suppoement and snack boxes every month in exchange for blog posts. This user generated content approach has thrilled Bulu Box and help them build their brand.
Key takeaway: Consider online influencers as the people who will produce the best content about your brand. Empower them with the necessary information, products and compensation to contantly encourage these earned mentions.
|What they did: By teaming up with food bloggers, Pinterest influencers and other content producing people who coincide with the “healthy food” Whole Foods does an exemplary job of marketing their brand through content they produce in house as well as content produced about the brand from outside parties and even good content having nothing to do with Whole Foods but is of interest to their network.
Key Takeaway: Put what consumers are interested in and don’t sell your brand.