Combine PR, social media marketing, branding and search engine marketing and you’ve got content marketing.

Content marketing is an effective technique for building brand or campaign awareness and enhancing reputation and credibility via digital marketing. By creating and sharing helpful content online you can become more visible on the web, increase your value proposition and create a loyal audience.

#1 Rule

To be successful with content marketing you must observe one simple rule – the purpose is engagement, so it’s about the interests and needs of your audience. Make sure that web content adds value for them. Organisation’s that make it a sales-pitch or sermon tend to fail; a subtle approach is recommended. Content marketing is a method of relationship (social) marketing, and success hinges on being useful, helpful, generous and of service. Successful content marketing that attracts, converts and retains, solves problems, delivers relevant knowledge and is thought leading.

Implementing a content marketing plan:

• Goals. Clarify what you are aiming for.
• Audience personas. Who are you trying to reach? What characteristics does your audience have?
• Keywords. Map keywords to content so there’s accountability for search outcomes.
• Editorial plan. Create an editorial calendar for content creation, optimisation, promotion and measurement.
• Search Engine Optimisation. SEO should be part of the content creation and publishing process.
• Integration. Create content for on and off the web to extend reach and engage customers in multiple environments.
• Social Networks. Connect with others, socialise and grow communities that extend reach.
• Promote. Make it part of the editorial plan to promote content on social networks and off-site.
• Measure and refine. Track what’s working and what’s not, testing and making improvements.

Types of content that can be included in the digital marketing plan:

• Articles
• Electronic Presentations
• Blog Posts
• Social media posts and comments
• Press Releases
• Flyers
• Brochures
• Case Studies
• Email Newsletters
• Images
• Videos
• Webinars
• E-books
• White Papers

Adding a good content strategy to your digital marketing plan is a big step in the right direction

Melissa How is a Melbourne based Marketing Consultant specialising in Digital Marketing and Internet Marketing Strategies.

Like this post? Why not Like it, Tweet it or Share it? Just click on the social icons below…

.