The Elements of Content Marketing Explained
Content marketing is the life-blood of any and every successful brand - plain and simple. If you have yet to incorporate it into your own marketing strategy, here is a breakdown of how you go about it. Below, you will find an explanation of the five main elements of content marketing that, if followed correctly, could change the way in which you promote your business forever.
Ideation is the first step towards creating a great content marketing strategy. It consists of brainstorming ideas and developing a pathway and timeline that the entire campaign is set to follow. During this period, content webs are designed, topics are decided upon and suitable distribution platforms are chosen. For the best results, it is recommended that all of this is done in a group in order to ensure that all possible ideas are considered and incorporated where appropriate. After all, two heads are always better than one!
Content Creation / Curation
Once the overall strategy, and general ‘skeleton’ of the campaign, has been produced, it is time to start the production process whereby new content is created and / or old content is curated. Both types of content need to be relevant, informative, target audience specific, and exciting to read.To ensure a diverse and versatile content strategy, be sure to incorporate all three of the elements of the production process into each campaign if possible:
Even if you have some of the most wonderful pieces of content on offer, if you do not distribute them strategically, they will never be seen, and they will never produce the results that you are looking for. Choose distribution platforms that appeal to your target market, that are well-known, and that will offer you the best possible exposure. Also be sure to distribute your content on both onsite and offsite platforms for best results and increased reach. Regularly posting articles onto your onsite blog simply isn’t enough!
Even if you are utilising amazing platforms, it is still possible for you to maximise the impact of your content. This is known as amplification. Content amplification need not cost you a cent, especially if you are something of a social media guru. However, if you want results, and you want them now, there are a number of other tools that are available to you. You can amplify your content via newsletters, emails, earned media (i.e. where other people share or review your content), content amplification platforms, PPC and more.
The exciting part comes when you reach the end of your campaign and you get to measure the fruits of your labour. If the aforementioned steps have been followed, you are sure to notice a marked increase in leads, website visits and customer engagement.
As you can see, developing a successful content marketing strategy is really quite simple. However, it requires a lot of time and effort when it comes to planning and execution. One thing is for sure though – an effective content marketing strategy will take your business to new places, create some truly amazing opportunities, and result in a number of exhilarating rewards. As David Hahn once said, “The future of content marketing is in your hands...”