Is your brand blogging? It's smart content marketing and pretty easy to do, right?
Well, not always.
What if you're posting frequently, on diverse topics of interest to your customers, with content from multiple authors that requires editorial control? And what if you want to integrate the posts into your social and other platforms?
Suddenly, the hue and cry about brands becoming publishers loses a bit of its appeal. Especially when your brand is in the business of making tangible products and content marketing almost feels like a factory of its own.
The good news is that many brands have invested in overcoming these obstacles and knowing their practices can be of benefit to you and your sales. You can decrease your investment of time and increase your return.
In today's convo, we look at how one company's blog-centric content marketing strategy benefits from solid vision and good tools. I speak with Emily Bosma (left), Digital Media & Content Anthropologist at Turnstone and Mike Lewis (right), President of content marketing platform Kapost. Turnstone is using Kapost to help manage its B2B blog - and bloggers - to improve workflow and analyze post effectiveness.
Among today's takeaways:
- Be clear about your goals. Keep in mind, this is not advertising.
- Don't be afraid of new platforms. (Pinterest anyone?) Content that is relevant to your customers is content that can win across multiple channels.
- If you are serious about content marketing, you need someone in charge.
- Content marketing success is not something you can accomplish overnight. Publishing should be consistent to improve visibility and engagement.
This convo is sponsored by:
Vitrue, an original Facebook Preferred Developer Consultant, is the leading social marketing platform facilitating relationships between brands and their fans across multiple social networks via its software-as-a-service solutions. Social marketers and agencies world-wide use Vitrue's Social Relationship Management (SRM) platform and its Publisher, Tabs, Shop and Analytics products.
Brandwatch is one of the world's leading social media monitoring and analysis tools, with offices in the UK, US, Germany and Brazil. Global brands and agencies use our tool to cut through the noise on the social web and find the conversation that matters, empowering decisions that improve their business.
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Neil Glassman is principal marketing strategist at WhizBangPowWow, where he delivers integrated social, digital and linear media solutions. Join his conversations on Twitter and Google +.