Content Marketing strategy

Content Marketing strategy

Content marketing is much more than creating, distributing and sharing content in order to engage audiences, generate leads, improve branding, and other marketing goals you can serve with content marketing.

Content marketing strategy

It needs a strategic approach and that’s what a content marketing strategy is all about. Content marketing fits in a broader integrated marketing strategy and it requires a strategy of its own. However, just as all other strategies regarding specific marketing techniques (email marketing or social media marketing, for instance) such a strategy needs to be integrated in a broader strategy.

A content marketing strategy (not to be confused with a content strategy) analyzes the different ways content marketing can be used across the buyer’s journey, the customer life cycle and/or the different customer (experience) touchpoints but it goes beyond that. Essentially a content marketing strategy looks how content marketing (not content) can be used in a strategic way as such and for and with other marketing, customer and sales strategies.

A content marketing strategy answers questions such as:

A typical buying cycle content layering model – made by d custom – full version here

A typical buying cycle content layering model – made by d custom – full version here (PDF)

Who are the buyer personas and what are their content needs and preferences? This questions looks at the type of information different ‘archetypes’ of buyers seek during their buying journey and maps the customer touchpoints, preferred communication channels, and – to some extent – the content formats, although that’s a question for the content strategy too. Buyer personas haven’t been invented for content marketing. They are used for an overall marketing strategy. But in a content marketing strategy you take a more complete look at them.

Which marketing and other organizational goals can we realize or improve by better using content marketing? An example: traffic building, conversion optimization, event marketing, lead generation and management, email marketing, social media marketing, marketing automation, customer service, etc. can all be improved by a better usage of content and content marketing. Your content marketing strategy looks at this. As a matter of fact, don’t just ask what organizational goals content marketing serves as in the chart. Many people, especially those calling the buying shots, have no clue what content marketing is and so do many executives, even in marketing. So, ask what organizational goals you can support and strengthen instead of trying to separate content marketing from the overall equation.

Which content marketing metrics and KPIs do we need to gauge success, in correlation with other marketing metrics and KPIs? Although there are some typical metrics used in content marketing it’s important to speak a common language across all marketing and even business efforts. Content marketing is not an island. One of the crucial success factors in implementing marketing ROI across the organization is finding common metrics and using a common language between different departments.

How will we structure the internal organization – or better: how will we make sure that all content marketing related processes and flows are properly organized, in correlation with other marketing processes and/or teams? Often, content marketing thinkers advice to build teams that are more or less dedicated to content marketing. In practice, this seldom happens (except in some major firms) and teams better focus on the tasks and goals than the exact roles, realizing each company is different.

For which other marketing goals and even business purposes – on top of the usual suspects – can we use content marketing? Examples: to support your customer service team, to empower sales, to optimize website conversions, etc.

Which organizational processes, stumbling blocks, competitor data, management goals, customer insights, business stakeholders, teams, external partners, overall marketing priorities, etc. do I need to know in order to succeed? Before even thinking about content strategy, content inventorization or content production, these crucial questions need to be known.

How is the industry you are in changing? And more specifically: how is the buyer’s journey of your buyer personas evolving in the industries your customers are active in and your business is active in. What role can content marketing play? As an example: look at the evolutions in the B2B services industry. Content plays a clear role but look further. For instance: Key Account Management is a priority in that industry. Can it be served using an optimized content marketing strategy? Also look at the influencer sphere of the buyers in that industry and at the different types of buyers.

What questions do we need to answer and steps do we need to plan to put our content marketing strategy in action and move to the content strategy that looks at more content-related aspects?

What existing budgets can we tap into to better achieve the goals using content in areas where return is below expectations (and what are these areas, of course)? An example: you may have an overall budget for your website but maybe it’s better to invest in more relevant content for your buyer personas instead and putting that design makeover on hold this year. Or maybe your organization invests a bit too much in generating traffic and leads but conversions stay behind. You can turn down the volume a bit and invest more in conversion optimization and lead nurturing, using content.

How do we forecast and get budgets when no existing budgets can be tapped into or adapted? If your organization is missing out on important opportunities – and it always is – you need to make the calculated case for additional budgets.

These are some questions to answer in the content marketing strategy.

Why do you need a content marketing strategy?

3-D content

3-D content

The main reason you need a content marketing strategy is because content marketing is not an island.

Content marketing is an umbrella term. This means that it can be used for numerous reasons and can mean many things to many people. It’s less tangible than search engine marketing, for instance. This is exactly the reason why you need to think about the strategic role of content marketing within your organization and its ecosystem. Without a content marketing strategy, you risk focusing on the content – and content strategy – too much and not seeing the overall goals anymore. In fact, this is one of the most crucial and deadly mistakes in content marketing. Unfortunately, this disconnected view on content marketing happens very often and leads to a focus on the wrong things.

In an age where everything gets integrated and taking into account the fact that content marketing – and social media marketing – is a huge umbrella terms this mistake of content-centricity can not be made.

Finally, by looking at the role of content marketing in a strategic way, that’s integrated with overall marketing and customer goals, you don’t need to get buy-in for content marketing or even make the case. You’re most of all being a smarter and more effective marketer. In social media marketing, executives needed to approve budgets that were sitting somewhere else. In content marketing that’s less the case as it’s connected with many other marketing goals and is not something “additional”. This doesn’t mean that a solid content marketing plan does not often require additional budgets but you’ll sell more business and a better brand perception to the C-suite, not necessarily a content marketing strategy.

In the ‘modern’ approach of content marketing, where more people look at the role of content in branding, reach, engagement, social and SEO. especially in a pure branding, reach and engagement approach, organizations look less at buyer personas but rather at audiences. Nevertheless, such a view requires a content marketing strategy as well. Unless your company lives from website traffic, a pure publishing model without an overall strategy makes no sense. It’s also advisable to not look at content marketing from the pure social and search context.

Dissecting the steps in a strategic content marketing approach

While a content marketing strategy first looks at the strategic place of content marketing in the overall marketing process, there is also a planning and organizational dimension, mapping the different steps regarding content planning, mapping, creation, etc. In this sense, a content strategy involves various components. In most cases several of them come back but here are some common questions to answer or tasks to fulfill in a content strategy.

Why content variety matters – source

Let’s detail the content marketing strategy a bit more with a quick list of things to do.

Analyzing what content is needed to fulfill different business goals across the customer journey or for branding purposes (often overlapping, each touchpoint has a branding dimension as well).

Making an inventory of existing content and other resources or pieces of information that can be turned into content.

Setting up the proper content planning, collaboration and scheduling processes.

Developing a narrative that takes into account the brand’s promise and unique value proposition. Link the brand with the business goal and customer intent through content. Establish the tone of voice, style (guide), etc.

Automating specific marketing processes, often triggered, using the right content at the right time on the right place.

Planning a content strategy for different channels. OK, channels are never the priority but, on the other hand, each channel has specific characteristics, technical aspects, usage patterns, etc. Twitter is not Google is not email is not LinkedIn is not a webinar or a trade show.

Making sure the content gets found by and shared with the different buyer personas and target audiences.

Defining content-specific metrics and KPIs you will need to see if the overall marketing/business goals as defined in the content marketing strategy and ideally for your marketing ROI

Creating, sourcing, aggregating, curating, optimizing content: or just getting it done using the tactics that work best.

Defining a proper mix that fits the goals and the customer journey, regarding formats, channels, etc.

Providing the content in different formats, each with their specific calls-to-action, depending on individual stages. Offer a variety of content types and formats. Not for the sake of it but because different segments and personas have different needs. Furthermore, if you can avoid message fatigue, several touchpoints are good, certainly also from a brand perspective. There is nothing wrong with repetition, variety, choice and multiple formats. As long as it’s relevant.

Mapping content to pain points, questions and buying cycle. Elaborating on the buyer personas from a content strategy perspective. Look at the buyer journey but also the sales cycle (and, as opposed to popular belief, both are not aligned or the same).

Planning campaigns in the overall marketing strategy whereby various content marketing tactics can be combined.

Defining governance, content flows, managing content assets, storing ideas and data, etc.

Training the people that will be involved in the planning, execution and follow-up.

Closing the loop between your mrketing and sales, which involves content as well.

Looking at less typical content needs, e.g. for customer service.

Analyzing: competitors, markets, what customers/prospects want and say, the marketing place, a baseline analysis, etc.

Testing, optimizing, testing, optimizing, testing, optimizing,…

Etc.

More resources on content marketing strategy

Below we take a look at the so-called 3D content mapping approach but of course there are many other aspects and approaches regarding content marketing strategy. Here are a few you might want to check out.

Content marketing strategy in plain English: getting started

Frameworks for smart content marketing programs

Developing a content strategy for customer engagement

Content marketing strategy: content formats in the changing buyer journey

Content marketing strategy beyond the first degree(s): value chains

 

 

Getting internal buy-in for a content marketing strategy – part 1

Content marketing: organization and management

The lack of a content marketing strategy (research)

Content marketing success in 7 steps

The role of influencers in a content marketing strategy

5 steps for an impactful content marketing strategy

3D content mapping: a strategic approach

Three dimensions to consider in a B2B content strategy

Segmentation

You know what segmentation is. In general, it means that your content should appeal to prospects/customers in function of their profile, behavior, journey, personas, etc. You probably think “I am doing that” but instead of targeting people in function of demographics or job functions take it further: industry, expressed needs and challenges, past behavior, triggers, digital signals, cross-channel customer data, whatever. But, most importantly: look at the pain points, questions and concerns of your prospects.

The buying cycle/sales cycle

“Today’s prospects are much more in control of the information flow, relying on trusted online resources and solution providers’ websites far more often than sales reps to identify solutions, evaluate options and develop short lists for further consideration. The role of today’s BtoB marketers in this new environment is to offer the right content, matched to the individual prospect’s level of interest”. That’s using customized content for lead nurturing, in function of your customer’s offline and digital footprints and where he is in the buying cycle.

Content type

“keep the message fresh”. But also make sure you use several content options, regarding format, channel and trigger (push, pull). Every prospect has his own preferences and in a cross-channel lead nurturing approach, meeting those should be the most obvious thing on earth. The type of content really depends on different elements in the above mentioned other two dimensions: pain points, behavior, personas, stages in the sales cycle, you name it. Arketi further developed the model over the last few years and I think it’s a nice way to look at it, certainly in B2B.

Content marketing is about offering the content to your prospects in function of their needs, desires, reading preferences etc. And, certainly in B2B, about the customer life cycle. In the end, that is customer-centricity and thus, by definition, cross-channel and multi-channel (or let’s just say channel-agnostic).

Effective content and the different content types in the customer life cycle

What Is Content Marketing?

What Is Content Marketing?

Useful content should be at the core of your marketing

Traditional marketing is becoming less and less effective by the minute; as a forward-thinking marketer, you know there has to be a better way.

Enter content marketing.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.

Content marketing is used by leading brands

Our annual research shows the vast majority of marketers are using content marketing. In fact, it is used by many prominent organizations in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.

Here is just one example of content marketing in action:

Looking for more examples of content marketing? Download our Ultimate e-book with 75 content marketing examples.

Content marketing is good for your bottom line — and your customers

Specifically, there are three key reasons — and benefits — for enterprises that use content marketing:

Increased sales

Cost savings

Better customers who have more loyalty

Content is the present – and future – of marketing

Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day.

Marketing is impossible without great content

Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:

Social media marketing: Content marketing strategy comes before your social media strategy.

SEO: Search engines reward businesses that publish quality, consistent content.

PR: Successful PR strategies address issues readers care about, not their business.

PPC: For PPC to work, you need great content behind it.

Inbound marketing: Content is key to driving inbound traffic and leads.

Content strategy: Content strategy is part of most content marketing strategies.

Content Marketing vs. Inbound Marketing

To be effective at content marketing, it is essential to have a documented content marketing strategy. Download our 16-page guide to learn what questions to ask and how to develop your strategy.

What if your customers looked forward to receiving your marketing? What if when they received it, via print, email, website, they spent 15, 30, 45 minutes with it? What if they anticipated it and shared it with their peers?

If you are intrigued and ready to learn more, we can help. Here are a few popular ways to dig in:

New to content marketing? Check out our getting started guide, where you’ll learn the definition of content marketing, as well as basic steps for putting a content marketing plan in place.

Need a content strategy? Read the CMI Content Marketing Framework, which outlines the essential building blocks for a successful content marketing program.

 

Need advice specific to your organization? Contact our consulting group, led by strategist Dr.Thiruganasambandan.k, to find out how they can help you meet your content marketing challenges.

If at any time you have questions about content marketing, don’t hesitate to reach out and ask us.

What Is Content Marketing?/What Is Content Marketing?/What Is Content Marketing?/What Is Content Marketing?What Is Content Marketing?/

 

What Is Social Media Marketing? SMM

What Is Social Media Marketing?

Social media marketing refers to the process of gaining traffic or attention through social media sites.

Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.

How Are Search & Social Media Marketing Related?,

Why would a search marketer — or a site about search engines — care about social media? The two are very closely related.

Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity. Social media can also help build links that in turn support into SEO efforts. Many people also perform searches at social media sites to find social media content. Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine.

Social Media Marketing

Facebook

Instagram

Twitter

Pinterest

Linkedin

YouTube

 

To keep up with social media marketing, subscribe to our weekly Social Media Marketing digest and Marketing Day daily recap newsletters, with the latest articles from Marketing Land and Search Engine Land, as well as the day’s news sources all over the web.

SEO Workshop in Madurai

• Time: 9:30am – 12:30
• Fee per participant: 500
• Limited to 10 spaces
Who Should Attend?
This workshop is suitable for anyone with a basic understanding of search optimisation who wants to enhance and improve their website’s visibility in organic search results, delivering visible results for their business.
Workshop Agenda:
• The importance of Search Engines
• What is SEO & How do Search Engines Work
• SEO Planning & Implementation
• Search Engine Signposting
• Link Building
• Content Marketing
• Refinement
• Analytics Review
• Questions
Trainer:Director and Head of Marketing at DigitalTout.com
Seamus White has a wide breadth of multifunctional experience covering areas as diverse as Finance, Business Analysis, Strategic Planning, Category Management, Marketing and Sales and has held senior roles in both large multinationals and indigenous SMEs. Seamus became a web marketing enthusiast with a keen interest in search engine marketing after experiencing first-hand the power of SEM having spent a number of years working in online marketing for travel businesses.
Booking Form

Tailor made email newsletter service to suit your needs @Digitaltout.com

We can tailor an email newsletter service to suit your needs. We can design, personalise and implement your email newsletter campaign.
Our service includes:
• All content will be agreed with you before sending
• Design can be personalised
• Personalisation of each email
• We have the latest software to successful implement your campaign
• Subject line testing
• Detailed feedback and analysis on your campaign
• Customer behaviour analysis
• An unrivalled customer service
• Customised service specific to your requirements
“B2B companies that blog generate 67% more leads than those who don’t blog”

Tailor Made Blogging services That we enable you that will really work

Tailor Made Blogging services That we enable you that will really work
Tailor Made Blogging services That we enable to you that will really work
Blogging
A blog features diary-type commentary and links to articles on other websites. Blogging is useful for marketing and in particular search engine optimization. There are plenty of other benefits to blogging and these include:
Benefits:
• It is a powerful tool for real-time discussion
• Generates backlinks
• Boosts traffic
• Low-cost marketing device
• Personalised/bespoke
• Manage your online reputation
• It keeps you ahead of your competition
• It is an excellent social media marketing device
• Helps with search engine marketing
• Direct communication
• Media and public relations
• Low cost

Service:
We can create a customised blog design for you as well as assist with content. We will also:
• Customised design
• Personalised content
• Used in conjunction with SEO/SEM
• An unrivaled customer service
• Customised service specific to your requirements
Digital is one of the leading digital marketing agencies, with a proven record of delivering results and new business for our clients through search engine marketing.

Search Engine Marketing Services SEM

Search Engine Marketing Services SEM
Search Engine Marketing
Providing the latest in online marketing strategies to grow awareness of your business online. Services include website optimisation, search marketing, display advertising, social media support and email marketing. All carefully tracked, measured and analysed to ensure your business is benefiting.
Design
Digitaltout  will offer an extensive range of digital design services to meet all your requirements.
Our team of experts will simplify the process for you, making it a jargon free experience and ensuring you create the best face for your business online.
Website Development
Using your business objectives along with our development and programming expertise, we can bring a whole new dimension to your business.
 Digitaltout  have been successfully involved in SEO for many years. Our Search Optimisation (SEO) services are varied and extensive with the objective of always achieving maximum visibility for our clients’ online content in the SERP’s (search engine results pages).
Our  team always work by the rules as set out by the search engines thus ensuring long lasting rankings that reflect on the quality of your content. Our clients currently market their products or services in up to 10 languages using 4 alphabets, targeting markets right around the globe.
Search Engine Optimisation(SEO) services we offer
• Keyword/keyphrase research for your target market
• Improve your online architecture so that its SEO friendly
• External/internal link appraisals
• Building contextual links
• Performance reporting
• International and Multilingual SEO
Search Engine Optimisation(SEO) benefits to our clients:
• Improved search engine ranking for targeted keyword search phrases
• Improved targeted traffic for your products and/or services
• ROI is easy to measure
• Improved online visibility for your company
Search Marketing Audit
In today’s world search engines are a primary source of information for millions of people. Search Engines like Google, Yahoo and Bing (formerly MSN) are often the first port of call for people looking for information. If your business website is not appearing prominently for searches for your product or service then you are missing a huge opportunity… that’s where we can help!
Why is this important? Consider, in an offline context, what it would be like if no one could find your place of business, that is what it is like today if your website cannot be found in search engines. Potentially valuable customers never even know you are there. It is not enough to be found for your business name as that only captures searchers that already know where you are.
The first step to being found in search engines is to know where you stand today.
We offer two audits that can help you establish the search engine strength of your website:
1. Search Engine Optimisation Audit 
Our SEO experts will provide you with a thorough review of your website:
• Assess how friendly your website is for search engine indexation
• Inspect the technical architecture of your website
• Identify targeted keywords for your niche
• Analyse the ability of your website to target these keywords
• Evaluate current ranking of your website
• Provide a detailed report outlining our findings
 

2. Advanced Search Marketing Audit from 
In addition to the basic audit above, we will do an advanced audit incorporating:
• Installation and 2 months monitoring of web analytics
• Detailed analysis of structural internal link architecture
• Qualitative inlink analysis
• Pay-Per-Click analysis and recommendations (including management for 2 months)
• Development of an in-depth search marketing strategy
Granite Consulting are one of Ireland’s leading digital marketing agencies, with a proven record for delivering results and new business for our clients through search engine marketing.
 

Email Marketing Just Made Easy-Digitaltout.com

Email Marketing Just Made Easy-Digitaltout.com

44% of consumers made at least one purchase last year based on a promotional email they received.

Email Marketing
Traditional mail can be costly and time-consuming. It can also slow lead times and is difficult to measure. With Email Marketing, you can interact with your customers in the most cost-effective and environmentally friendly way. It also provides effective delivery and measurability. Although we will run your Email Marketing campaign for you, you will retain control as it is permission based.
There are two main types of Email marketing:
1. Direct Mail
Direct email involves sending a promotional message in the form of an email. For example, a special offer announcement.
2. Retention email/ e-newsletters
Retention emails usually take the form of regular emails known as newsletters. A newsletter may carry promotional messages or advertisements, but its main aim is to develop a long-term impact and relationship with the receiver.
Benefits:
• Cost effective way of communicating with your target audience
• Increased sales
• Email lets you deliver your message directly to people – unlike a website where you need the people to come to you
• Gain new customers
• Retain customers
• Stay in touch with your customers
• Segmentation by sending emails to subscribers who meet certain criteria
• Contact customers regarding your latest offers and news
• Introduce new products/services
• Reinforce your brand
• Results are trackable
• Environmentally friendly
• Inside knowledge and feedback
Service:
We can tailor an email newsletter service to suit your needs. We can design, personalize and implement your email newsletter campaign.
Our service includes:
• All content will be agreed with you before sending
• Design can be personalized
• The personalization of each email
• We have the latest software to successfully implement your campaign
• Subject line testing
• Detailed feedback and analysis on your campaign
• Customer behavior analysis
• An unrivaled customer service
• Customised service specific to your requirements

Mobile Phone is the Most effective Advertising channel! Digitaltout will derive exponential quotient of business!

Mobile Phone is the Most effective Advertising channel! Digitaltout will derive exponential quotient of business!

About ¾ of the world’s population now uses a mobile phone.

More than 90% of the world’s Internet users go online via a mobile device.
Users spend on average 69% of their media time on smartphones.
Mobile’s share of web traffic is up 30% year-on-year.
42% of all mobile brand experiences involve search.
50% of B2B search queries today are made on smartphones.
35% of people who searched on their phone spent more than they expected in the store.
35% of online purchases happen on mobile.
Mobile ad spends for 2017 is estimated at $143 billion worldwide.
70% of people report disliking mobile ads.
Google holds a 95% share in mobile paid search ad clicks.
Google drives 96% of mobile search traffic, followed by Yahoo at 2% and Bing at 1%.
80% of social media time is spent on a mobile device.
Local searches are growing 50% faster than mobile searches overall.
68% of companies have integrated mobile marketing into their overall marketing strategy.
71% of marketers believe mobile marketing is core to their business.
Mobile email opens have grown by 180% in the last three years.
91% of mobile users say that access to content is very important.
40% of mobile searches have local intent.
Avg. pageload speed on mobile sites is 22 seconds.
69% of digital media time is spent on mobile.
Mobile makes up 21% of online spending.
$0.55 of every $1 spent on mobile advertising is wasted.
Mobile ad blocking has increased 90% year-over-year.
92% of consumers share mobile videos with others.

Google Adwords is more personal!

Google Adwods is more personal!
Google AdWords has presented the ability for advertisers to target known customers by phone numbers and mailing addresses.
Now, this is made possible through AdWords’ Customer Match targeting which, until now, only allowed advertisers to target customers by email address.
Customer Match will target customers based on information offered in their Google account, which means they will have to be logged in before being accurately targeted.
When a match is found, AdWords will add the Google account to an advertiser’s Customer Match audience. Customer Match audiences can be targeted with ads across all Google properties.
“After you’ve uploaded your list of email addresses and/or phone numbers, AdWords will compare each hashed string on your list with the hashed string or email address or phone number of Google accounts. If there’s a match, we add the corresponding Google account to your Customer Match audience.”
This feature is extremely effective for businesses having large database of customer phone numbers and mailing addresses, but cannot access to them.