Webinar: How to plan your content marketing for maximum efficiency

Focus your content marketing on the activites that will meet objectives and drive revenue.

06 Aug 2015
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Helen Morgan

This blog post is to support our webinar on planning your content marketing for maximum efficiency. For those who were unable to join us, we have embedded a recording below. We cover a lot of detail in this webinar, so there are also some notes below the recording. 

Key takeaways from the session include:

 - How to focus your content marketing around clearly defined objectives and KPIs 
 - How to analyse the data and research a winning content idea 
 - How to identify the most shareable content formats 
 - How to use a promotion strategy to amplify your content 

Defining your KPIs

We wouldn’t recommend approaching Content Marketing from a direct sales angle. Sales come later, often via a different channel. e.g. links achieved to content = rise in search rankings for key terms which then can increase sales.

Using research to form winning content ideas

  • Increases probability that your content will succeed
  • Ensures you are not wasting time & budget on ‘losing’ ideas
  • Research on influencers and content types at this stage can also help improve your content promotion
Try researching popular content and ask yourself the following questions:
  • Are there common themes and subjects that do well?
  • Can existing content be adapted? Bettered? 
  • Are there enough Influencers in the niche to amplify your content?
  • Do some influencer websites only share certain types of content?

Promoting your content

  • Content is nothing without an intelligent promotion strategy. 
  • Your content will only reach a finite amount of people if you only promote it through your owned media channels.
  • Use targeted social media ads to massively expand the reach of your content.
  • Influencer promotions can help you reach wider audiences, delivering more value from your content.

Dos and Don'ts of content marketing

  • Use the ‘build it and they will come’ approach. Content creation is only half the job!
  • Create content that only you and your company care about. Consider the interests of your personas!
  • Promote your own products and services
  • Use an advertorial tone of voice

  • Try and be innovative but realistic
  • Focus on quality over quantity
  • Research what types of content your influencers are more likely to share/link to
  • Consider incentives, get feedback, get input pre content creation
  • Educate, entertain, inform