Content Marketing has to be one of the most underutilized and undervalued marketing efforts among companies, when you stack it against the effort and investment consistently placed in paid media. I think this is especially fascinating, given that Content Marketing can have an incredible impact on the volume of organic search your company captures. Why does this matter? Simply put, organic search is frequently one of the highest-performing traffic sources.
So how do you put a content marketing plan in motion? Start simple.
One of the best ways to begin a Content Marketing practice at your company is to produce a strategic document that governs the effort. Not only does this help you maintain focus and avoid activities that may seem helpful in the moment but aren't truly driving the business forward, it can also allow you to determine if you've accomplished what you set out to do.
This doesn't have to be lengthy. In fact, it can begin with a simple 1-page outline. I've distilled Hubspot's excellent guide to content marketing into the 3 most critical components.
Content Marketing Strategic Document
- Define your business objectives
- Increase site traffic by 25%,
- Drive 20 new weekly leads for Product A
- Improve conversion rate by 5%
- Increase subscriber count by 10%
- Identify your audience
- Customer A (demographic details and media consumption behavior)
- Customer B (demographic details and media consumption behavior)
- Customer C (demographic details and media consumption behavior)
- Outline your Customer Buying Cycle
Once you establish those items, you can begin the more creative, fun part — brainstorming and building out your Content Editorial Calendar.
Questions? Feel free to reach out directly at Cristina@hellocurrentdigital.com.