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The new decade is on the rise, and with many technological advancements happening in the world in every aspect of businesses, content marketing has taken a new turn too. In the context of marketing, measuring results can be complicated. Where some campaigns can be very predictable and easily show whether it is going to be a success or a failure. There can be many that can get confusing and induce unaccountability of its results. Therefore, it takes thorough practice and learning to create reputational marketing strategies.
Content marketing is a business aspect that is more heavily weighted toward the latter.Although many companies tend to consider their investment in content marketing, they still do feel that it works most of the time. However, according to recent researches, 63% of businesses don’t have an official content marketing strategy. Without which, success or failure becomes more of a factor based on luck than a guaranteed prediction of results.
Therefore, in order to come up with successful strategies, one first needs to understand that content marketing is like putting a means to an end. Your effort will eventually pay off, and for that, you need to know that the three pillars on which all stands are to be practiced.
3 Pillars of content marketing
Here’s a detailed breakdown as to how these pillars are the most crucial elements to directly have an impact on the success of a content marketing strategy.
Engagement with your target audience is crucial. It can be a make or break factor for how your customers interact with your product or service and respond accordingly to it. You must understand your target audience responsiveness to your content by asking three basic questions to yourself:
– How they respond
– To what they respond
– What outcomes it creates
You have to check if your content aligns with your audience’s interests or sparks a reaction out of them. Buyer reactions can vary depending on many factors like the age, gender, demographics, and the education or awareness they have of the product or service you are offering.
As mentioned above, buyer reactions can vary depending on many factors. One of which is how educated or aware your audience is of your product. It all depends on what type of business, service, or product you offer and what external factor impacts it like social media can be very important for creating content marketing strategy. By educating your audience as an initial step on the buying journey is really helpful in making a content marketing strategy successful. Providing the correct information is necessary to help your customers better understand their options. Some corporate leaders will say that maybe it works against your business because giving options to choose from deliberately puts you in the position of getting rejected by the customer for your competitor’s product. However, if you are offering a unique product and targeting a market niche where there is a preexisting gap, then you must educate your audience beforehand to garner sufficient engagement and responses.
There is no denial in the fact that lastly, what a successful content marketing strategy should be based on is customer empowerment. The internet today serves many different purposes and is not restricted to serving just a single purpose. Where there is a chance of misinformation spreading, there is an equal chance of positive product empowerment. A digital marketing strategy should focus upon providing the internet audience the confidence they need to make an informed decision about the product they are going to buy. A successful content marketing strategist would always consider the available options to positively impact their target audience through whatever strategy they design and implement.
How to Guarantee Successful Content Marketing
Now you know what three bases you need to set in order to ensure a successful content marketing strategy. Thus, here is an easy to follow 10-step guide for you to follow for developing and implementing a successful content marketing strategy without wasting your company’s resources.
Step 1: Set Your Mission and Goals
Any viral content marketing strategy plan would first and foremost require a starting point, which has to be to set your goals straight. And this can easily be done by mutually agreeing upon what is the core objective of the strategy being created. Because it is basically a trial and error procedure more than anything, therefore it requires a set objective to understand what can be the possible outcome of the strategy being implemented. An official mission statement that covers the content, the audience, and the benefit they will get can successfully set the tone for the plan to gain momentum.
Step 2: Establish Your Key Performance Indicators
As mentioned in the step above, a content marketing strategy has specific goals that can be measured for their performance. It requires the setting of key performance indicators. The KPIs help you keep track of your digital marketing journey and provide the critical points that you can check off the list as you surpass them successfully. It will include all business aspects as they are impacted, like revenue, sales, SEO, traffic, and other parts of a digital marketing strategy plan that plays a significant role in it. Usually, KPIs are specific and have targeted numbers to accomplish that set the indicator. For example, generating a set number of leads after the strategy is in place.
Step 3: Know Your Audience
As I mentioned above, knowing your audience is crucial. Understanding what they want, their needs, demands and perspective is extremely important to understand where your digital marketing strategy is headed. The internet is full of people from all over the world and from all walks of life. Targeting a specific through your content can be challenging. However, gradual results should make it successful in time. A specific group of audience would have marked their territory of the product gap you are trying to fulfill. Therefore, it is important to not predict getting favorable results right from the get go. And wait for them to grow over time.
Step 4: Assess Your Current Position
As a content marketing strategist, you firstly need to know your position in the market. Carving out a niche means starting from the bottom and growing as you go up. However, entering a preexisting market with many competitors, means starting from a middle ground or higher and then working to make your place. Similarly, starting out in a preexisting market where the industry is not doing as well and does not have that big of a competition can be fairly easy to make your mark if you come up with a successful and unique idea.
Step 5: Figure out the Best Content Channels
Now that you have set your base on the three pillars, set a definite objective, and established your key performance indicators, you require a content channel. Figuring out which content medium is the best one for you is not that big of a deal. If you understand your target audience well and you know where you will get the most responses and hits, then you already have this step covered. But just to be sure and not have all your efforts go to waste, utilize Google Analytics for your advantage and keep track of your audience engagement.
Step 6: Decide on Content Types
The radical next step is to decide on the content type that you would want to create. Certain digital marketing strategies would encompass every kind of content, whereas some medium would require an individually focused approach. Many successful content marketing strategies have a centrally focused core plan that ensures any type of content it might be, would link back to the company’s website or home page. It is why mainly blogs are still considered the number one content marketing tool as they not only deliver strong results but can be actionable, valuable, and shareable and create an excessive online presence.
Step 7: Identify and Allocate Resources
By this step, your content strategy planning team would be all set and just require a good to go signal. But it is also essential to make sure that the amount of effort that went into creating the strategy to setting goals, visions, KPIs, the content channel, type, and medium to share it on, all doesn’t go to waste. Thus, it is better if you identify and allocate your resources to the right idea. It will require you to answer questions like:
– Who are your content creators?
– Are they in-house content writers, videographers, or experts at web designing?
– Are you going to hire remote workers or freelancers?
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These questions should help you better allocate your resources, so your company goes through little to no revenue and expense waste.
Step 8: Create a Content Calendar
Keeping a schedule and following a proper calendar as to when which content needs to be put out is an essential strategy tactic. But it only deems profitable when strictly followed. Therefore, your team needs to understand that as a part of the content marketing plan, a designated schedule is critical to be followed. The easiest way to delegate it is by using Google Calendar. Putting up due dates, deadlines, and pending work dates are relatively easy to add and edit. The approach you can likely take towards the workflow is just to manage your content publishing and maintain churning out regular content to keep your feed refreshed.
Step 9: Create Content
After accumulating all the information and application of all the strategic tactics, the last step is to focus on the content itself finally. Creating content, after all, has been set in place to make it valuable is comparatively an effortless task. Make sure to research your content and make it as unique as possible.
Step 10: Distribute & Market
Lastly, all the guidelines mentioned above accumulate down to one point and that is how you distribute and market your content. How you decide to use it for your benefit and distribute it through the many different distribution channels.
In conclusion, content and digital marketing is a vast field. As every business is acquiring new and advanced strategies to take over the market, putting out content that speaks about your company, product, or service is more crucial than creating an impact overall. Therefore first, make sure to work to achieve that, and then when you have aced it, continue to carry it forward to master the art that is content marketing.
Author Bio: Melissa Calvert is currently working as a Marketing Strategist at Crowd Writer. She has work experience as a content marketing assistant to big corporations, gained vast knowledge while working in top corporations. Therefore, she prefers to share her work experiences online with people to show them a real world view.
Image Source: Freepik
What are the three pillars of content marketing? ›
When developing a content marketing strategy that will deliver positive business results, keep the three pillars in mind: value, relevance, and consistency.What are the pillars of content strategy? ›
What is a Pillar Content Strategy? Pillar pages are designed to contain all the information you would typically cram into multiple white papers or eBooks on one singular page or blog post. Your pillar page is meant to focus on a particular topic you're trying to rank for in the SERPs.What is content pillars in content marketing? ›
A content pillar is a substantive and informative piece of content on a specific topic or theme that can be broken into many derivative sections, pieces, and materials. Examples of content pillars include eBooks, reports, and long-form webpages.What are content pillars for blog? ›
Often referred to as content buckets or content clusters, pillars consist of the most relevant topics for your industry and target audience. Content pillars can also be composed of different types of content, such as blog posts or visual content like videos or infographics, that your audience would find of interest.What are the 3 S's of successful content? ›
Searchable, Shareable and Snackable are the keys to success.What are the 4 pillars of content? ›
The answer lies in four pillars of content creation that will help you create high-quality content that ranks well in search engines: originality, relevance, engagement, and relevancy.What are the three pillars of social media? ›
Social business is built on three pillars – people, governance and technology.What are marketing content pillars examples? ›
In simple terms, content pillars are a handful of interconnected topics that a brand focuses on when publishing posts. Think of them as clusters. For example, a food blogger can create content pillars based on countries and the various types of dishes each country serves.What are the main pillars of marketing? ›
The 4Ps of Marketing, often referred to as the Marketing Mix, are Product, Price, Place and Promotion. Consideration of these four elements should form the basis of any good marketing strategy.What are the three content components? ›
Industry experts will tell you that an effective content strategy must have three core elements to be successful: brand focus, user experience, and content distribution.
What are the three 3 essential elements of blogging? ›
It's not just about having an idea or writing great content.
In this article, we are going to cover the three key elements that make a blog successful: content, design and branding. To create and manage a successful blog, you are going to need to implement all three of these elements.
- Best Content ≠ Most Successful Content. ...
- Create Multi-Purpose Content. ...
- Creating the Best Content Is Not That Hard, It's Just Hard Work. ...
- Core Content Is the Key to ROI.
Think about the top interests and challenges of your core audience personas to give you ideas for pillar page content. Choose a topic that's broad enough that it can generate more related blog posts that will serve as cluster content, but not so broad that you can't cover the entire topic on a single pillar page.What are the 3 Cs of Communication marketing? ›
The three Cs of marketing are the following business factors: Company. Customers. Competitors.What are the 3 Cs of selling? ›
- Winners in the sales industry exhibit a set of key behaviors to boost their profits. ...
- Psychology is a big part of the sales process, with prospects wanting their feelings validated before they make a purchase.
- Branding – Highlight Uniqueness Of Your Brand. ...
- Unique Selling Point – Make Your Product/Service The Best Thing About Your Business. ...
- Media Channel – Choose The Right Channel To Reach The Target Audience.
A marketing pillar is a channel which you can acquire customers. Now more than ever there are many marketing channels to choose from especially online. The most popular are Google, Facebook Twitter and Linked-in. A marketing channel can be broken down into three categories these are digital and traditional.What are content pillars and why are they important? ›
Simply put, content pillars are a set of topics that you and your brand can use to create content. These themes must reflect your brand and your audience. These topics can then be broken down and used for almost anything – from social media posts, advertising, to blogs – all working together to grow your business.How many content pillars do you need? ›
So, how many content pillars do you need? Well, while there are no set rules on how many content pillars you should have, we think three to six content pillars can create a nice balance. Within that, your content pillars might vary by channel. Your content pillar may not even be a topic.What does 3 pillars mean? ›
Originally, the Three Pillars name stood for Father, Son, and Holy Spirit — the three main entities of our faith.
What are the 3 main components of social marketing? ›
When looking at the definition, it is easy to spot the five main components of social marketing. They are that (1) it focuses on behavior change that is (2) voluntary using (3) marketing principles and techniques to (4) select and influence a target audience for their (5) benefit (Kotler, Roberto, & Lee, 2002).What are the 3 objectives of social media marketing? ›
Marketing goals for social media usually center around customer engagement, generating more revenue, improving the customer experience and positioning the company as a thought leader.What are content pillars and themes? ›
What are content pillars? A content pillar refers to a predetermined theme, topic, or core value that the content you post revolves around. These “themes” (also known as “buckets”) capture the essence of your brand and indirectly evoke your mission and values.What is the core of content marketing? ›
Useful content should be at the core of your marketing
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
In general, there are three main types of content marketing strategies: thought leadership, lead generation, and SEO. Each one will use different tactics, different methods, and different elements to achieve the goal.What are the three types of visual content? ›
There are three main types of visuals: owned, earned, and paid.What are the 3 blogging styles? ›
See what are the most common types of blogs to get an idea of what category is the right one for you: Personal blogs. Business/corporate blogs. Personal brand/professional blogs.What are the 3 types of blogs? ›
Best types of blogs to create:
Lifestyle blogs. Fashion and beauty blogs. Photography blogs. Personal blogs.
- Choose blog topics with keyword research. ...
- Write a compelling blog post title. ...
- Outline your blog post with SEO in mind. ...
- Use keywords strategically throughout the blog post. ...
- Make sure your blog post covers your topic completely. ...
- Add SEO-optimized images and videos. ...
- Include image alt text.
- Choose a topic.
- Name your domain.
- Choose a blogging platform.
- Choose your hosting and theme.
- Plan and write content.
What is blog content marketing? ›
Blog Marketing is a content marketing strategy. The marketing strategy uses blogs to address potential customers directly and individually, thus achieving customer loyalty for their own brand. This type of marketing uses viral marketing methods in which an interest group is built based on a blog.What are the 4 main parts of a blog? ›
- An attention-grabbing headline. A good blog post is about one topic, one story, one idea. ...
- A captivating lead paragraph. You know how much first impressions matter, right? ...
- Interesting supporting points. This is the body of the article. ...
- A compelling call-to-action.
The Most Basic Blog Post Structure
The introduction: hooks the reader, draws them in, and sets up the post. The main body: works through a logical sequence of points, holding the reader's attention. The conclusion: ends the post decisively and calls the reader to take action.
Each content pillar can be used for different purposes, channels and types of content. At Attention Experts, we use five content pillars: brand offering, educational or value posts, product offering, company culture, and customer feedback.What is the 4 pillars of corporate strategy? ›
The four most widely accepted key components of corporate strategy are visioning, objective setting, resource allocation, and prioritization.What are the 5 essential elements of a content marketing strategy? ›
- A defined target audience. ...
- Clear and measurable goals. ...
- Relevant buyer personas. ...
- Diverse range of content. ...
- The perfect content marketing platform. ...
- A robust distribution and promotion strategy.
- Visual content.
- Lead magnets.
- Loyalty of all existing customers.
- Identify new opportunities.
- Build a winning team.
Corporate strategies examples
- Growth: To expand the business and increase profits.
- Stability: To maintain current business operations.
- Renewal: To revive an ailing business.
What are the 3 elements of marketing environment? ›
There are three key elements to the marketing environment which are the internal environment, the microenvironment and the macroenvironment. Why are they important? Well marketers build both internal and external relationships.