Content marketing

Content marketing is the tactical use of content as a means to engage with audiences. It’s a plan that takes content and determines how it is created, where it is published and for whom. KPIs are then utilized to determine if/how it evolves over its lifespan.

In another sense, this is about determining who to create content for, where to use it and when.

70%

of marketers are actively investing in content marketing

77%

say they have a content marketing strategy

94%

use social media for content distribution

24%

plan on increasing investment in content marketing

Source: HubSpot, 2020

CONTENT AUDIT

Start with an AUDIT of your existing content. Focus on inventorying what you have and outlining new sources for content. You’ll want to list the media types and your current means of distribution.

Examples of content include:

  • Webinars and/or recorded sessions from your physical or online event
  • White papers
  • Research and articles from media partners
  • Audience surveys
  • Interviews with industry stakeholders

Content formats include:

  • Video
  • Reports
  • Infographics
  • Podcasts
  • Blog posts
  • E-books
  • Listicles

Be sure to include insights gathered from your competitive review, or aspirational brands, to understand how they are using their content.

CUSTOMER JOURNEY MAPPING

Using the persona-based customer journeys developed in the strategy phase, you can start mapping your existing content to content needs at each stage of the journey.

Once complete, conduct a gap analysis/content ranking exercise to better understand where you’re delivering and not delivering against needs of your audiences. Data, listening and performance testing also play a role here to help you determine which content is of interest, and which is not.

Your comprehensive content plan will need to be entered into a content calendar, supported by promotions.

CONTENT PROMOTION

Content takes investment, so it’s important that it’s seen! While some content may be seen organically with methodical SEO, others require a promotional plan. The promotional plan should outline how each persona prefers to consume content as well as the objective of the campaign.

For example, if our objective is to reach new audiences, we may launch a digital campaign featuring gated lead magnets. Once a person submits their contact information, they’re dropped into a lead nurture email campaign that may include additional content and a call to action for your desired response.

Lead magnet promoted on digital

Lead captured on landing page and cookied

Lead nurtured via digital and email campaigns