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It's no secret that in today's world, creating memorable and engaging content is an important factor in marketing. With that said, being successful in engaging your audience is easier said than done.
In reality, 29% of B2C and 26% of B2B marketers, believe in the success of their content marketing… the rest, do not. Although alarming, considering the factors marketers are up against, the numbers are believable. So, how does one understand these factors and avoid falling short when tackling the hardships of content marketing?
SEE BELOW FOR 5 THINGS TO CONSIDER WHEN TAKING A CRACK AT CURATING CONTENT FOR YOUR BUSINESS.
1. Planning and Research
In the very beginning of your content journey, you should conduct research in order to gain better insights. This could include...
What types of content you will be creating
Who will be creating the content
What channels your company will be publicizing on and how frequently you will share your content
It's also important to understand the various types of content that are out there, like...
Blog posts
Social media posts
Videos
Case studies
Infographics
Ebooks
Checklists
Email campaigns
2. Creating the Content
Sometimes, this portion can be intimidating, but don't worry, you did your research and planned for this! The content your company creates is going to be based on the information you researched about your audience. An important part of this stage is also conducting keyword research. You want to create content that is relevant to your industry. Keywords used in your topics and posts are great for exposure to potential audiences.
Remember, to create the content, you don't need to be an expert graphic designer. There are alot of services to help bring your ideas to fruition. Great platforms include Adobe Spark, Canva, Fotor, Stencil, IMovie, Soap box and more.
If you want to find out more ways to create content, click on the link below!
3. Scheduling and Publishing
Your content may be spot on to what your audience wants to see, but if you aren't posting when they are looking, they may never see it. That's why scheduling and publishing your posts at a certain time is very important. This varies from business to business, because not all audiences interact with content at the same time. If you utilize social media business platforms (Like LinkedIn, Facebook, and Instagram) - they provide fluid insights on the best times consumers interest the most with your post.
Once you know the best time to post, start setting a content calendar. You can do this organically with the help of an alarm set on your phone, or you can pre make your content for the day and utilize an automatic scheduling + publishing tool like Buffer or Loomly to further optimize this process.
4. Promotion and Distribution
Posting organically and hoping for the best can drop your expectations on your content. Promoting your content on various social networks is very important, but it's just as equally important to spread wealth to the rest of the community. Some audiences might not spend a lot of time on any given platform, which is why you need to make sure it receives the desired visibility and reach. All things considered, there are many ways to go about this. Through paid advertisements, forums and content syndication, your content can reach further than an organic post would.
5. Analyzing your Data and Current Strategy
Like all aspects of business, you can expect to constantly monitor and re-evaluate your strategy over time. Social networks and content are ever changing, quite literally on a daily basis. Understanding your content performance is crucial. Through this, you are able to continuously improve your content and assure the efficiency of your process. Ways to evaluate are…
Measuring performance
Utilize social media and Google analytics for insights on performance
Draw insights on analytics
Understand what type of content works and identify improvement areas
Revise when needed
Focus on the well performing platforms and types of content
Stop creating content that doesn't fit into your strategy
Experiment with types of content you have not explored yet
Following these phases to optimize how you create content will help guide you through the process effectively and efficiently!