With the rise of social media, content marketing has become one of the most powerful tools for business-to-business marketers. Content marketing can provide a company with an amazing platform to demonstrate the knowledge and expertise of its people and the advantages offered by its products and services.
However, content marketing isn’t as easy as it looks. It can be a resource intensive effort full of challenges. Before jumping in, make sure you have a clear and well thought out strategy in place. The following are a few key steps to consider as part of your content marketing strategy:
Best practices for content marketing strategy
- Define your objectives: What is your company looking to achieve? Content marketing can be a great way of building awareness and establishing credibility but your strategy should go deeper. What areas of your business are you looking to promote, and how does your content marketing strategy tie in with your overall sales and marketing objectives
- Understand your targets: What type of content will be interesting and helpful to your target audience? For B2B organizations, content marketing isn’t about being entertaining, it’s about proving useful value-add information.
- Identify an editorial team: Pull together a team of your best and brightest to come up with some creative topics and themes. Building distinctive content is not a one person job.
- Establish a clear process: How are you going to actually create and curate your content. Ideas are great – but who is going to execute on them and write the actual content. Be sure to clearly identify roles and responsibilities along with timelines or it will never happen.
- Don’t just curate: Curating content shows people that you are on top of things and understand what’s going on in the market. But you need to create new content to truly demonstrate knowledge and expertise.
- Build an approval process: Your content represents your company. Having a solid approval process in place will help mitigate the risk of saying something you shouldn’t. Be sure it’s a short approval process though – for social content in particular, timing matters.
- Focus on key themes: Focus your content on key themes that demonstrate your company’s knowledge and expertise.
- Create an editorial calendar: Plan your topics well in advance. An editorial calendar will enable you to create content in batches – leading to efficiencies in terms in your production process.
- Leverage multiple channels: Push out your new content through every channel you’ve got. There’s nothing wrong with using the same piece of content for a newspaper article, thought leadership paper, blog and tweet.
- Measure your results: Content marketing can be a big investment. Establish key metrics that tie into your objectives, check your progress and make changes as you go.
Christopher Dippell is a marketing consultant and President of Vellum Marketing Management, a leading provider of marketing strategy and services to professional services firms. He can be reached by email at firstname.lastname@example.org or by phone at (416) 508-0491.