Content is King, content marketing is trend, content is the basis.
We’ll get to the bottom of these actual and target states in this blog:
1. Know business goals and define strategy alignment
Actual state: mentioned in every content marketing theory, often not implemented in practice. Many companies sooner or later come into contact with the term content marketing. Knowledgeable readers then know that the trend of digital marketing is towards qualitative content rather than bold advertising. The decision to "make content marketing" is quick. To think about which goal you want to achieve with this form of marketing is neglected. The reason: Maybe you do not have an online marketing strategy and thus you do not know the business goals for the company or only vaguely. Of course, this also has an impact on content marketing.
This is how it should be: Content marketing is one of the long-term measures of a company. The risk of giving up in frustration because it does not work out is correspondingly high. With the help of business goals, the direction for the content marketing can be specified. It is also the only way to measure success and evaluate the products. Check here in detail http://www.articleweb55.com/details/Apple-has-launched-Beddit-Sleep-Tracker-that-works-with-Apple-Watch/95190
Of course, there are different goals and different orientations, such as: branding, market development, learning community, campaign orientation, sales orientation, etc.
2. Create content strategy
Current state: In many companies it is often the case that you know about content marketing and you want to tackle this now. It is decided internally to produce some form of content for anyone and to promote somewhere or nowhere. This results in mostly two frustrating results.
Result # 1: The content consumes many resources, but is not satisfactory in the result.
Result # 2: After a euphoric startup phase, you stop operating content marketing and let it all lie.
This is how it should be: Once you have defined the business goals and strategy orientation (see point 1), the actual strategy planning comes up like this https://www.article1.co.uk/Articles-of-2018-Europe-UK-US/smart-watch-apple-4-series-what-expect-large-display-updated-dail
As in every marketing area, a strategy is also essential in content marketing. Without strategy, you will quickly come up with false expectations and resources, in terms of staff and time, will be invested in projects that may not be able to achieve your desired goal. A definition of the strategy explains its usefulness at the same time:
"A content strategy is an action guide that defines conceptual, structural, and tactical plans for communicating topics and content for all internal and external platforms." (Schach, A. 2014. Advertorial, Blog Post, Content Strategy & Co .: New Texts of Corporate Communications Wiesbaden: Springer Gabler).
The strategy is therefore the most important basic step in content marketing, because it indicates when, what, for what purpose and through which channel to which target group.
This step or desired state must never be left out.
3. Define target groups
Actual state: As a company, one does not really know who his target group is or there are only vague ideas of a target group. Maybe even an analysis of the target group was made, which is outdated again. Either way, there is no information here. The result may look like a company on Twitter and Instagram, even though it’s not the intended audience. http://evanmurray.doodlekit.com/blog/entry/4725834/top-10-models-of-clever-watches-of-the-year
That’s the way it should be: it does not work without the target audience. Especially in content marketing, the target group analysis and the creation of personas is important. Actually, this basic is a part of the strategy, but is mentioned separately.
Since content marketing is characterized by qualitative and relevant content or benefits, you also need to know who you want to address in order to define the content, the form and the channel for the content. You can still produce such beautiful content, if they do not match the tonality or problem of the target audience, you will hardly succeed. Content marketing is a pull strategy, which means that the customer should come to the company because he feels well informed, advised, taken seriously or entertained. Creating personas, analyzing their target groups are necessary steps in content marketing. https://evanmurray.diarynote.jp/201810262159159162/
4. Team up the content team
Actual state: As a company you decide, because it is a trend to make content marketing. Nobody in the company really has time and ideas. Maybe you let the information go to each employee in the form of: "Who still has time and desire to blog, this should do." Or you hire a single person with everything. The constellations of a content team can look different depending on the size of the company and the corporate culture. But the fact is that you often did not really plan a content team for it. evanmag.blogrip.com/2019/01/09/lg-watch-style-compact-review/
That’s the way it should be: Content marketing is expensive. Content not only includes writing blogs and creating social media posts, but also includes press releases, white papers, website texts, advertorial storyboards for videos, and more. Short around; Everything that internally or externally communicates content with a purpose in any form belongs to Content Marketing. Therefore, it also needs people who dedicate themselves to it. It has to be planned, coordinated, implemented, distributed and finally measured. Why a team is ideally composed as follows (based on the presentation by Claudia Hilker 2017): or http://articles.pubarticles.com/how-to-apple-ranks-at-top-of-the-wearable-electronics-watches-market-1547097650,1781392.html
5. From Content to Content Marketing
Actual state: The discussion about "content" is of course not just since yesterday. For most companies, the situation looks like any communication content already exists. Website texts or a Facebook channel with posts and pictures, a newsletter or perhaps even an additional news page may already exist. But often there is no common thread, no regularities in publications (except perhaps in the newsletter) and mostly unexhausted content potential.
This is how it should be: This is where a process comes in, which involves the following steps: audit, planning, implementation, management. https://evanmurray.diarynote.jp/201811061615125805/
The first step is to sort, check and sort what already exists. In the second step (this should not be confused with the strategy) a theme / editorial plan is created. This finally indicates when, what, what time, through which channel, by whom and to whom. Then of course follows the implementation of this theme / editorial plan and its management in the form of measuring and analyzing, until you come back to the step "Content Audit".
Content Marketing is the basis and content marketing is one of the supreme discipline of digital marketing. But only if you approach the project strategically and in peace, will it be satisfactory. Maybe that’s why it is best to hire a good agency for it.
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