Steps To Become A Better Content Marketer

  • Why content marketing is important:
  • Generates leads
  • Increases direct sales
  • Improves brand loyalty
  • Keeps the reader's attention

  • The Process
  1. Identify objectives
  • Establish a benchmark
  • Assess your staff and resources
  • Come up with a plan for distribution
  • Assess existing assets and senior management commitment
  • Review marketing objectives
  • Identify products or initiative that will be supported by content marketing
  • Identify core values and strategic objectives
  • Make use of core competencies in content marketing
  • Evaluate the competitive landscape
  • List competitor’s content
  • Monitor important pieces of information on an ongoing basis
  • Share findings in a team setting
  • Outline your content marketing objectives
  • Map out your objectives for the next 12-18 months

  1. Understand buyers
  • Identify buyer personas
  • Identify what types of buyers you want to target
  • Define buying process stages

  1. Identify gaps
  • List your existing content marketing assets
  • Identify content by states

o   What is most appropriate at each stage of the buying process?

  • Identify content by persona

o   What is most appropriate for your buyers?

  • Identify gaps in content

o   What gaps are there in your assets?

  1. Build content
  • Generate ideas for content
  • Identify key messages
  • Outline standards for quality
  • Build a roster of contributors
  • Ensure consistency
  • Repurpose content wherever possible

  1. Organize distribution
  • B2B marketers use an average of 12 content marketing tactics (smaller companies usually use less tactics)
  • Select the right channels for marketing your content

o   Social media, blogs, etc.

  • Facilitate social sharing
  • Build landing pages

  1. Measure return on investment
  • Keep track of performance

o   B2B markets use web traffic, sales lead quality, social media sharing, etc. to track success

  • Monitor your program and engage with your audience
  • Measure your program and report on progress
  • *Start implementing a creative content strategy within your business or you will be left behind by your competition*

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