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With 4 billion content assets published daily, it’s getting increasingly challenging to make content marketing work in the present scenario. Customers are being bombarded with information they don’t want or need and it’s up to us to cut through the clutter and find a better way to reach the right audience.

According to ‘B2B Content Marketing 2017: Benchmarks, Budgets, and Trends (North America)’ report – 22% of marketers have been extremely or very successful with their overall approach to content marketing. While 41% B2B marketers were sure that their organization had clarity on the success of their content marketing – 30% were unclear and 29% were unsure.

Over the years of working with Content for Advertisers, we have derived a structured methodology that works for Content Marketing.

Content Marketing Methodology Best Practices:

1. Define Your Objective
The first step is to demarcate the purpose of your brand content. What do you seek to accomplish through the content you share with your audience? Once you establish the objectives, create a strategy that caters to your organization’s content marketing needs.

2. Content Planning
Identify your target audience or buyer persona. This will help you create content that is relevant, gripping and valued by your audience. Once you have zeroed-in-on your reader base, initiate the content planning process by:

  • Creating a calendar to organize content into buckets or categories that encompass brand communication across channels such as the organization’s website, press releases, social media pages and blogs.
  • Analyse user behaviour and metrics to assess the best time to schedule and post content on various platforms, so as to reach the right audience at the right time.
  • Conduct surveys to understand current trends and user behaviour to improve the quality of content and its presentation.

3. Content Creation
The quality of brand content determines its effectiveness. Ensure that your team comprises of skilled writers who are passionate and creative. Once the content team is ready, your brand can capitalize on various mediums such as quizzes, infographics, webinars, podcasts and events. Collaborative content is another approach that can add value to the company’s content and marketing strategy. Reach out and invite members of your organization, influencers, allies and experts to build content for your brand.

4. Content Optimization
No matter how compelling the content is, it’s useless if your readers can’t find it. Content optimization enables it to be visible on search engines through search results and keywords. Having a strong SEO team to back content efforts will ensure that your reader base is able to access and engage with your brand. You can optimize content through keyword research and SEO marketing. Another way to check the efficacy of your brand content is to carry out periodic A/B testing – to check which content works better.

5. Content Distribution
Promote content online through various media formats and channels such as owned, earned and paid content distribution. Through marketing automation, you can promote content on several online channels such as social media platforms, apps and websites. Email marketing and pay-per-click (PPC) marketing are other content distribution tools that can help promote content.

6. Content Performance
Measure content performance to gain a deeper insight about whether your strategy is working or failing to yield expected results. Content performance helps asses which assets are doing better in terms of ROI, leads and conversions. Various metrics can be utilized to study the performance of content marketing, such as analytics, time spent, user engagement, conversion rate, heatmaps and CRMs.

7. Content Management
Content Management Systems (CMS) make it easier to publish, edit and revise content thereby reducing business time and cost. This system also helps improve search engine ranking and online branding through multi-channel campaign management such as emails, RSS, dynamic content, brochures and hypersites. Most importantly, CMS manage bulk content within a workflow which gives organizations greater control over their content.

With a documented content strategy in place, organizations can achieve better marketing results and improve their brand visibility. All it takes is a little planning and a structured and disciplined quantitative approach.

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