BSC Summit

Wednesday, December 21, 2016

How to Implement a Content Marketing Strategy

an article by Reed Dillon

If we are going to address Content Marketing I think we first must define Content. Content is all that is seen, heard and read in relation to your brand. The Content Marketing Institute’s defines Content Marketing as a, an online resource for information on all things content marketing related, defines content marketing as a “marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

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“Content marketing represents the gap between what brands produce and what consumers actually want” says strategist Kristina Halvorson.

Content Marketing is about building relationships and engagement. Then effectively using that content to promote, educate, raise awareness and repurpose. The ultimate goal is to create an atmosphere for optimal engagement with your target audience in order to drive leads in pursuit of sales.

Understanding your customer
To understand your customer is to understand their motivation. If you understand your customer’s motivation you are on your way towards creating great and effective content. The key way you can start to understand your customers is simply by looking at the information you already have on them.

That is accomplished through examining your analytics and the information your CRM has been giving you. This information will uncover information relating to their behaviors, habits, demographics as well as needs. This will then enable you to construct a more rounded picture of stratus of the customers your company appeals to. The next step is to create content that appeals to their needs and aspirations with the goal of taking them further into the sales process.

Keep the flow of your content messaging consistent
It might seem as if you have created a monster but think of it as a friendly monster that does great things for you. Priority number one is content generation. You must obviously feed that monster with healthy content. The second is consistency. The monster needs to be fed often and on time. The best solution is to write content well ahead of time in adherence to your marketing strategy and the information gained from your data resources and then create an editorial calendar. The calendar will serve as a guide of when content is to be delivered. You may plan by week, month or quarter – whatever fits your structure and routine.

Measure your results
Goals can only be accomplished and success achieved if they are measured. Leads that end in sales are always the definitive goal of a content marketing strategy. Although there are also some other worthwhile longer term goals that can also be assessed for the greater good of the brand. Those could be evaluating your customer experience, their loyalty to
your brand etc. No matter the goal, you can only evaluated and thoughtfully adjust if you measure.

Effective Content Marketing can only take place if there is buy-in and commitment by all parties involved. Its benefits are plentiful and it is the foundation attracting leads that end in sales. It can be the edge your company needs to gain advantage over your competition.

We welcome hearing your thoughts regarding Content Marketing. Feel free to post your questions and thoughts in the comments section below.

ABOUT Reed Dillon - Reed Dillon is the owner of Creative Brand Content, creativebrandcontent.com - a marketing consulting. Reed has spent nearly two decades heading the marketing departments of some of the industry’s leading modular manufacturers and earning numerous national marketing awards. Contact can be made at reed@creativebrandcontent.com or by phone at 540-488-2978.

Parts of this blog was resourced from the Blog How do you implement a successful content marketing strategy? By Michael Brenner http://craftofmarketing.com/michael-brenner/

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