Webinar: How to plan your content marketing for maximum efficiency


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

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

Don't:
  • 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

Do:
  • 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

06 Aug

2015
Helen Morgan
Estimated read time:
 words,  minutes

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