If there is a huge problem in answering the aforementioned question then it means that either
you are wasting your resources upon the undocumented content strategy for the
content or an exploited version of content creation.
If you don't know the vicious cycle,
the amount of budget, timeline, and span of your content marketing show
like-then its right time to initiate a content marketing strategy. Don't think
that you are too busy to avoid this matter of great importance; as measuring ROI
(Return on Investment) is an
essential part of the marketing strategy one is opting for any business. It's
not even an excuse for being uninformed about the content marketing points even
if it's being implemented by your junior employee.
Moreover, if you have drafted a
documented content strategy yet still you are unaware of the budget or spending
part-then it means you have done nothing to promote and advertise your content.
It is as though an old shabby tree has fallen in the woods and no one can know
about it. Similarly, if the content has organically reached only 15 people-then
it means it has not been able to become a marketing asset.
Hence, if either of the aforementioned
scenarios has relevance with you then definitely it is a waste of time for you
to achieve an optimal level of lead generation or online branding traffic. Though
you are using a lot of tools like brainpower, different media design tools,
copywriting or social media marketing techniques-still you are getting nothing
in return. That is highly negative for your business portfolio and also your
job security in the future.
The question right now is how to make
your content marketing strategy ship from being a sinking ship to a vessel of
more traffic, brand visibility, and more SEO Content Marketing. Here are three
important tips to sail your sinking ship for a successful voyage of marketing
in content strategy:
·
Place the right person at the
Right Place
The majority of the content creators/
writers in a content agency are marketing sailors. They are great in extracting
content but have the least interest in advertising and promoting it. They want
to be recognized in the world as the creators or genius innovators but won't
take important measures in advertising and promoting it as they might have a
feeling that the world might critique it as they might consider it as risks. - Just
like artists.
To resolve this issue, one must
appoint or hire two separate content marketing people. One who does the writing
part, who is more contemplative and misapprehended artist, and other who is
bunt and bold enough to share, market or outsource the content in the limelight
shamelessly- a total social media guy who isn't afraid of anything?
In reality, these both aforementioned
qualities of two personae are hardly to find but this is what is required for
the content marketing strategy. As both of these energies will be mixed to run
your content agency smoothly and facile-especially if you are an inclined team
with little to no mass targeted audience.
·
Keep a structured and updated
content catalog
The perfect way to create a catalog is
to start saving content files by making a structured file for the assets from
the very start. If you haven't saved any of the files in the catalog beforehand
since it’s creation-then not to worry. You can always go back and make a
content catalog yet it will be painful and timely scoring.
Once you have made a catalog for your
content files, start auditing your content assets either weekly, quarterly or
monthly depending upon your resources. Look in retrospective, the changes that
have come across in the timespan and if the content needs a refreshing insight
with certain new or updated content for creating more relevance with the time
and space. Try to track down why certain content assets didn't do well and why
they need to be molded with a certain specification for becoming successful in
the second time.
·
Teach and Train your team to be
the bootstrapping machine of genuine content
The idea is that you can't knock it
off from the table every single time as it is the part of the marketing
strategy and one of the pivotal part is showing up.
Make sure you establish a tempo for
the strong and solid content. Remember, not every post or piece you write will
go viral but when it does, write down the listings which reflects just like
Millennial, Boomers or Gen Zers or whosoever your target audience is, you will
have to entourage your audience with whitepapers, podcasts, and video training
for keeping your audience abiding by your website. If your team is regular in
producing content, then that regularity will eventually be going to pay off.
Thereby, placing the right people in
the right places is the foremost important step in making content marketing
more impactful and efficient for your organization. Keeping a track upon your
content catalog with precision and training the entire team to always have
their "content creator hats" on is inevitable. Keep the
above-mentioned priorities at the topmost and you will never see content
marketing as a waste of time in any way.
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