Content Marketing 101 (Part II)

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

The word Content on a cork notice board

As promised, here is Part II of Content Marketing 101. You can find Part I of the series here.

#3 Optimizing Content

Having an awesome concept and well-written text is important, but you have to remember one simple rule; assume that most of the words written will never been seen by the majority of your audience. That being said, does your audience still get you? Are they still engaged?

This is where images, design and video come to play. We live in an ultra-visual world and so it is vitally important to tap into our visual nature.

Images should be crisp, contemporary and well-designed. Having sub par content can undermine your credibility and your message. Not to mention it costs money, don’t throw away those hard-earned dollars on sloppy work.

Remember to redirect budget from other marketing areas that would be improved with great content. When all of marketing is using the same content, the entire enterprise will be on the same page.

– Jeffery McBain, Managing Partner, idig Marketing.

So where do you get these graphical geniuses? Well, you could find a freelance graphic designer, perhaps even someone that already works for you that has the required skills. It is important to keep in mind that your graphic style should match your company brand and message. The key is to find an individual or organization that can deliver meaningful strategy, talented design and act as the managing editor so that all work is consistent and on strategy.

#4 Budget

Everything sounds fine and dandy until the “B” word comes up – Budget. You might be wondering, “How much is all of this going to cost?” Or, “What percentage of my budget should go to content marketing?”

Unfortunately, we can’t answer this question for you. It all depends on the size and scope of your program, the channels you would like to use, the amount of content you would like to release in a week, month or year, and the number of graphical elements you would like to incorporate, etc.

Here are a few things to consider when re-evaluating your budget:

Budget enough for your content marketing to fail. You WILL NOT get it perfect the first try, so make sure you have some room in your budget to make the necessary adjustments.

Budget enough for your content marketing to succeed. Don’t do things the cheapest way possible. Quality content costs money, so budget accordingly.

Budget enough to know if you’re failing or succeeding. You will need room in your budget for analytics and reporting. You will need someone to take on this role – who can monitor results to see what works and what doesn’t.

#5 Selecting a Partner

Content marketing is no small task, the old days where companies would hire a part-time intern to run their social media and blog are long gone. Companies now look to partner with experienced agencies that can produce and manage their content effectively.

Here are some things to note when negotiating with a potential partner:

Set clear expectations. What you expect of the program, where you want to be in terms of numbers and activity in the next month or year.

Agree on the scope of the project. You need to decide on how much of your budget you have available to spend on this program and exactly what it will deliver.

Establish deadlines. Create a content calendar with post dates in order to keep track of your progress.

Request notification when you hit 80% of the estimate. Ask to be notified before you reach any (hourly) limits so that you have time to adjust.


idig (information digital integration group) specializes in the development and integration of digital assets, providing measurable, ongoing solutions to some of the most successful organizations in North America. 


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