Content Marketing 101 (Part I)

Introducing our idig Marketing step-by-step guide to developing a content marketing program.

The word Content on a cork notice board

The truth is that we live in a social world, where content is king.

Marketers are quickly realizing that the key to developing an engaged audience is good content. This doesn’t necessarily abide by the old marketing rule of in-your-face advertisement that screams “Buy me!” Instead, a focus on content refers to the establishment of a long-term mutually beneficial relationship between you and your audience. This is something that we believe is far more valuable in the long run.

Over the next couple of blog posts we will introduce you to our weapon of choice, our so-called “secret sauce”, content marketing. But wait… what is content marketing anyways?

Content marketing refers to any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.

#1 Develop a Clear Strategy

Having a strategy for your content is an absolute must. Content needs to be marketed just like you would products or services but how you market it is very different.

Here are some things to remember. 

  1. Select your channels. You have to figure out where you will distribute your content. Will it be through your website, blog, social networks?
  2. Develop a Content Calendar. This calendar will be your day-to-day itinerary. Fill in your content ideas, important dates and the frequency in which you will post. The more detail the better.
  3. Consider ads and the costs associated. Content doesn’t do you any good if people can’t find it. Consider buying ads to promote your content. You’re going to need to pay to get in the door.
  4. Content is like a child, nurture it. You can’t just abandon your content once you have sent it out into the world. You need to watch over it, monitor its performance in order to see what works and what doesn’t. This is going to require having someone to deliver you detailed reports and analysis, or a system that does it for you. You won’t have any idea if your content marketing is actually working without detailed analysis and reporting.

#2 Ongoing Support and Management

Each piece of content should be considered a chapter in the same story, told in a consistent way.

You will need someone with key editing skills who can oversee content creation and make sure the storytelling is consistent with your overall strategy. This person will act as your “Managing Editor”.

Beware! There is a big difference between a copy editor, a proofreader and a managing editor. You need someone who can understand the bigger picture and who can refine the ideas and guide these ideas into creation… not just edit the text.

Tune in for Part II of our idig Marketing step-by-step guide to developing a content marketing program this Wednesday!

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