What is content marketing and How to do it successfully?

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DefinitionContent marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. So what’s important in the above definition is the stress on content being Valuable, relevant and consistent.

Quality content is part of all forms of marketing

• Social media marketing: Content marketing strategy comes before your social media strategy.

• SEO: Search engines reward businesses that publish quality, consistent content.

• PR: Successful PR strategies address issues readers care about, not their business.

• PPC: For PPC to work, you need great content behind it.• Inbound marketing: Content is key to driving inbound traffic and

leads.

Content Marketing: Where to start from?

Every successful Content marketing plan has two essential parts:

1. An understanding of your goal(s)

2. A mission statement

Content Creation Based On Understanding Of Goal(s)

There should always be a clearly understood purpose behind any content creation.• Is the content created to raise awareness for your brand?• Is the content created to build your email list?• Is the content created to nurture prospects along their buyer’s

journey?• Is the content created to convert your audience to paying customers?• Is the content created to retain customers and/or increase their

purchases?

Content marketing based on a solid mission

As such, it should speak to three components of any successful marketing endeavor:

• The Target audience: The type of person you can help most with your content

• What will be the value addition to the audience: The types of information you will provide through your content

• The desired outcome for the audience: Things your audience will be able to do once they have consumed your content.

Creating Content

Blog PostsTypes of Blog Posts:

• How-to Posts : That teach readers how to do something; these typically perform very well in organic search if they align with long-tail search terms.

• List Posts : Curated examples that can be informative, and thus also rather search-friendly, or simply entertaining.

• Thought Leadership Posts : That explain fundamental shifts in an industry, or ask the reader to rethink convention wisdom.

• News jacks :Timely content that either reports on industry news or finds unexpected tie-ins with popular news items.

• Infographics / SlideShares :Blog posts that primarily use visual content to tell a story.

Premium AssetsTypes of Premium Assets to Create:

• Ebooks : An incredibly popular format, typically presented as a PDF and redeemed behind a form.

• Research Reports : Often presented as a gated PDF or an ungated microsite.• Webinars : Though time-intensive, webinars may feature a guest speaker who brings

his or her own audience, which can help broaden the top of the funnel. Recorded versions of webinars can live behind a landing page to extend their lifespan.

• Tools & Templates : Because they're extremely utilitarian in nature, tools and templates often prove to be incredible for the long-term lead generation despite the upfront resource investment required.

Visual ContentTypes of Visual Content to Create:• Infographics :These can be embedded in blog posts, and shared on

social media.• SlideShares : Some social media managers focus a lot of energy on

SlideShare as a channel and create content exclusively for it.• Video: Whether for YouTube or a blog post embed, short videos for

the sake of entertainment or education can help you diversify your content portfolio and improve your SEO (https://worldofwords1.wordpress.com/2015/10/27/search-engine-optimization-strategies-and-tools-2015/)

Content Distribution• Search Engines• Social Media• Email• Pay Per click & Social

Ads

Search Engines

• Your job is to make sure as much content as possible appears as high up on page one as possible .

• What keywords to go after -- ideally a combination of long tail terms and head terms,

• Of course, that content should also be optimized for on-page SEO to improve its chances of ranking highly.

Social Media

Google's algorithm considers social signals as one of its most important ranking factors, Social media is essential during two key content marketing processes:

• Listening to your audience to understand what they care about, so you can create content that they will find engaging and relevant

• Distributing content

Click To know more about social media marketing strategy

Email

• They're a smart way to drive traffic, conversions, and re-conversions on your content.

• No content distribution strategy is complete without email.

• Mailchimp, in addition to having one of the best brands out there, leads the way when it comes to email distribution.

Pay per click (PPC) & Social Ads

• Grow Your Customer Base

• Generate Leads at Low Costs

How to measure content marketing success?

Following key metrics might be used to determine success.

• Brand awareness: share of voice; website traffic; impressions; reach; video views; mentions

• Engagement: Likes, shares, comments, retweets, etc; blog comments; link clicks; inbound links generated

• Lead generation: form completions/downloads; email subscriptions; blog subscriptions; conversion rates; cost per conversion

• Customer retention/loyalty: Brand evangelists; Net Promoter Score (NPS); customer retention rate; customer reviews

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