We have all heard the saying ‘Content is Key.’ It is a motto that most marketers live by churning out monthly, weekly or even daily content. But what if I told you that saying is useless on its own? When we define content marketing it should not be about the quantity of produced content. Posting new content to your website daily does not necessarily mean that you are appealing to customers or outpacing your competitors. Rather the crux of content creation is about the quality and the intent. It’s about who it is targeted toward and what it is meant to do.
So, you have a bunch of content…now what? Is it targeted? Do you have a plan? Do you promote it or do you just post it and go? In order for content to reach its maximum potential, it needs to be closely tied to the customer journey and it needs to be promoted.
Let’s look at Act-On’s rule of four. This rule simply states that for every piece of content you produce you should leverage it four times in four different formats. For instance, if you create a whitepaper that can then give birth to a blog post, an infographic, social media posts, and a podcast.
How To Create Content
Many marketers take content marketing to mean creating content when the true definition should be attracting a target audience with valuable, relevant and consistent content. As a result, of this attraction, you can then convert and engage, turning readers into leads. From this we can determine that content marketing isn’t just about churning new content out, it’s about relating it to the customer journey and gaining new leads.
Before you start to create meaningful content, follow these simple steps:
- Create your personas (make sure you know your customer profiles)
- Create a buyer journey map (know what the critical points are and what the buyer needs at that point)
- Understand the buyer hierarchy (who are all the players to weigh in on the decision?)
It’s all about knowing your buyer and putting the right content in front of them at the right time.
Content is highly valuable, it should be used to do everything from demand generation to lead conversion. When we send emails out to our base, what’s in them? Content. Now companies are even using content in lieu of a pricing page to continually engage customers showing that their company is one that buyers would want to work with rather than just going for the sale.
How to Manage Your Content
The first step to managing your content is to figure out who is responsible for it. Is it the entire marketing team working in tandem and holding each other accountable? Or does one person in the marketing department or the company at large manage the content? Regardless of how you approach managing content, there are three things you want you to think about:
- How will we organize this content we’re putting out there?
- What content will we serve up next?
- How will we drive engagement with each piece of content?
Your content manager or marketing team should always keep in mind that producing content is about the buyer journey. Content should have an active role in generating demand, driving outcomes and converting leads. By managing your content correctly, you should be able to determine what content is working best in your buyer journey and tailor it to provide the best ROI.
The long and short of it is, if you are not leveraging your content then you might as well not even be posting it. Content without promotion is not reaching its highest potential and content that does not relate to the buyer’s journey is not targeting anything. Like an arrow without a head!
For easy content management, invest in a marketing automation system. MasterSolve can assist you with your marketing automation set-up!