The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereChoosing Tactics for Your Content MarketingFrom the Corn Field to the Digital Era: Content Marketing Starts with TrustWhere Is Content Marketing Headed? An Interview with Michael Brenner
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Patient Opinion Leaders Are the New Healthcare InfluencersFive Online Community Types: Which One Does Yours Fit Into?Digital Communities: 5 Ways to Determine PurposeCelebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
5 Keys to a Successful Content Marketing Strategy
Posted on June 17th 2013
In the era of online marketing, it’s generally accepted that good leads begin with good content. At the risk of using an old cliché, content is king. Why? Because similar to cash, it’s the universal currency for generating demand in the digital world.
While most businesses understand the need for good, shareable content, they don’t always have the budget to support in-house creatives and copywriters. The good news is, all you need is a good content strategy and a system for collecting and sharing it.
Case in point: This year, our marketing department was tasked to grow event registrations by over 50% from last year. A hefty order from our company President, but as the Director of Marketing, I was up for the challenge. In lieu of using a “dialing for dollars” campaign, which is flawed for a number of reasons (not a believer? read this fine piece on the shift toward permission-based marketing, an oldie but a goodie!), I opted to develop a content marketing strategy that would essentially a produce a content schedule to promote our events, and, in turn, generate leads.
Here’s how it works:
- Develop a list of topics around key product or service areas.
- Identify subject matter experts (internal or external) on topic areas.
- Create a Content Contributor Program that clearly conveys “what’s in it for me.”
- Sell the program to your SMEs.
- Collect, package and post your content.
Keys to success: Of course there’s a lot more that goes into it that a few bullet points, but hopefully you get the idea. The key to remember is that when you’re creating your content piece (whether it’s a blog post, article, white paper, infographic, etc.) it needs to be “shareable” for your niche.
Shareable: What exactly does that mean? Well, if you’re a consumer product company, shareable would most likely be a piece of content with strong imagery, such as an infographic or slideshow. If you’re a service company operating in the B2B industry, a white paper on best practices or a “how-to” article might make better sense. Regardless of industry, the key takeaway is you need to think about what your target audience wants to see and interact with. It’s all about them.
The second piece of advice I have for a successful content marketing strategy: Make sure you’ve set up your lead collection system properly. If you don’t have a system to collect, nurture and qualify your leads, you may as well throw the whole initiative out the window. Ask yourself this: Are my calls to action in the content piece clear? Where am I pointing people to? If you’re promoting a webinar using a white-paper, make sure you link to the webinar registration page within the white paper! Sounds obvious, but you’d be surprised how easy it is to forget the proper placement of links in your content.
Next step: where are my leads being funneled? Once they download the white paper, are you collecting their information? Once they reach the webinar page and sign up, how are you collecting the registrations? You’ll want to make sure all lead information being funneled properly in your CRM with an accurate lead source, so you can run reports on anyone who has shown interest in your content that might be a good candidate for follow-up.
Need additional clarity, advice, would like to share something that I missed? Hit me up in the comments section below.