Why content marketing is so importantTo understand why content marketing is important we give a briefoverview of the content marketing life cycle; an explanation of whatcontent marketers and digital project managers do to make contenteffective, followed by detail on the key audiences, speakers, types ofcontent and timing and delivery of content.Here’s the life cycle of content marketing: • Im an ___________ • My goal is to __________ • An ad or search query focuses my attention on this goal • I click through to a landing pageNow the fun beginsI assess the quality of the website landing page and its contentand also sync my perception of the brand’s trustworthiness andcredibility. This will influence my action - to signup for emails orpurchase. I should also discover more social channels through alanding page.The next step is keyThe quality of the product or service and my experience while usingit influences future interaction and referrals to other potential buyers.Good content must supply a demand and be likeable.Although brands initially buy awareness and users, delight thoseusers enough and they will spread the word for you. Then you beginadding the rest of your users – for free.Bad content is rampant on the web. Any brand has an opportunity tostand out from others just by delivering clear, bright, informativecontent on their website or social media channels that does not wastea visitor’s time.
What content marketers and digital managers doContent marketing and digital project managers help people decide whattheir websites and other digital and social channels should say and how itshould be said. They work with web writers to take business goals andbuild web content (your message) that helps customers gather informationand complete tasks without any hassle.Content inventory maintenanceYour brand already has content (old, new and improved): • Old content can be repurposed • New content needs to be created • All content needs to be tuned for appropriate tone and voicePeople come to your website for the content after searching for answers toquestions and you expertly position yourself with exactly what they want.You use text, video, audio, slideshows, just about anything that providesthose answers. A digital strategy leader’s daily responsibilities includedefining, refining and promoting the value of digital content across allplatforms - including social media platforms.After you deliver contentDigital channels (websites, blogs, social media channels) help toplace your message (your content) in a timely manner. Two criticalthings happen outside these channels: • Your brand’s content is shared in other digital spaces • Credibility of your message is tested in space you don’t controlYou’ve worked with display advertising, TV commercials, banner adsand radio spots in the past. AlI of these great old methods ofadvertising are not exactly portable. Advertisers can’t put it in yourhands immediately and in a way that you can then share with others.You want your ideas to be sharable, rapidly portable and to carrycustomer credibility? Your digital marketing strategy needs acontent strategy to move message.
People, Content and TimingContent marketers must understand who is delivering and receivingthe content message, what makes that content unique and shareableand when and how often to deliver.PeopleYou are building your content for these groups – they are receivingand engaging with the content: • Potential customers • Knowledge/thought leaders • Brand advocates • Critics/detractorsAsk people what they want and then produce it. Focus on thisaudience when they interact in your space but be keenly aware oftheir behavior outside of your space. The same conversation aboutyour brand attached to a Twitter hashtag is as valuable as thecomment shared directly on your website.Your best speakers (content producers) include: • Employees that have specialized knowledge • Employees that have customer touchpoints provide invaluable information about tone and patternsContentWithout great content you cannot develop a relationship with apotential customer. Your content lives for engagement, refine it withSEO, and constantly adjust tone. Give your audience the informationto fill gaps and reduce pain points • Provide unique and usable content on many platforms • Content is king, but conversation is king, too. Social Media is only social if you’re talking.Never lose the social tone. A successful content strategy minimizesthe marketing attitude about delivering the message, because
absolutely nobody cares about your message. People care aboutthemselves. Drop the broadcast tone and use a conversational tone. • Work with SEO to help determine what keywords and phrases will attract the most traffic over time. Don’t treat SEO as a dump. If you arrive on a page with the right keywords but bad content you will shatter the user experience.TimingContent marketers deliver content throughout the sales cycle, thecustomers’ buying cycle and the constant news cycle. • Produce an editorial calendar that supports your sales cycle and make messages timely. Curate information from Twitter, Facebook, blogs and the news cycle to discover what people are talking about right now. • Create content that mirrors and supports the customer’s buying cycle. Provide relevant content when the buyer is uninterested and unaware to the final stage: a loyal customer.Great content marketing that deliversAre you able to answer a potential customer’s questions with unique,shareable, relevant content that doesn’t go away after an ad buy?Connect the right people with the right message at the right time.Your content remains anchored 24/7 to deliver your message. Arethose content beacons good enough? Are they better than yourcompetitors?