Hi All,
Here is an outline of the steps towards a more structured approach to content marketing
Objective and Goals
Before you brainstorm your blog posts and next hero eBook topic, start by identifying the target numbers. How many leads do you need? What are your business objectives? What are your Key Performance Indicators?
If you are justifying this marketing strategy for your company, you need to show how it fits in with their overall goals and objectives, and that you will be working with KPIs to review and assess performance.
This stage is also important as you need to know what your sales conversion rates are. For example, if content marketing is to generate 20 sales and you convert 10% of all leads, your content marketing actually needs to deliver 200 leads on your website.
Buyer Journey and Pain Points
You would have heard people say, write content that identifies with your prospects pain points.
Consider the following:
- What does their buyer journey look like?
- What channels and forms of content do they touch from Awareness, Consideration and Decision?
- What questions will they ask at each stage?
- What keeps them up at night?
Focus on umbrella themes for your buyers and drill down into individual issues and problems that your product or service solves.
Content Mapping: audit to the sales funnel
Before you jump into creating more content, have a look at what you already have. Do an audit, but map this to the sales funnel. This is going to show you gaps and priorities on what to start creating first, and will identify existing content that could be recycled.
Budget
Before you jump into creating and hiring people to make your amazing content, how much budget do you have to play with? How much resource do you have with your team and staff?
Be realistic with what your budget can achieve, focus on creating content that fills your audit gaps, and recycle and repurpose what you can.
Ideas for content
With your budget in place and an idea of how much time you and your team can spend creating/managing the content marketing process, you can start to think about what content you are going to be creating.
To be ‘Uniquely Valuable’ your content needs to be:
- A massive upgrade in accessibility and design,
- Information that is not available anywhere else,
- Presented in a clearly different voice or style
To help come up with your ideas, I use this formula. Source + Theme + Format + Idea = Engaging Content
- Source = curated, created, co-market, or recycled
- Theme = your buyers pain points and issues
- Format= video, checklist, case study, ebook, reports, podcasts
- Idea= debates, how tos, news article, top 10s , interviews
Promotional Plan
As should now be obvious, content marketing needs a lot of time and resources. Aside from the time and effort you need to invest up front, your content will need continued investment once it’s ready. You need to sell it!
Implementation
So, you’ve made it to the end of the process and you’ve done all of the following:
- Set out and validated realistic objectives of how to reach your business goals
- Understood your audience’s pain points
- Planned how you will structure your message along the journey
- Audited your content stock to highlight your gaps and quick wins to focus on
- Charged up your team with possible ideas
- Put a budget and promotional plan in place
Courtesy: http://www.smartinsights.com/b2b-digital-marketing/b2b-content-marketing/content-marketing-planning/
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