It’s been said before, and it’ll be said again: content marketing isn’t about creating content. It all comes down to providing the perfect kind of content—content that catches people’s attention, engages with them, and keeps them coming back for more. To be successful, you must continually deliver high-quality content and meet people’s needs at every point of the customer experience. In a nutshell, you must create the proper content marketing mix. But how do you determine what it is? It’s a good thing you’ve arrived at the right location.
Good Content Strategy Equals Good Content Marketing
As much as we wish there was a single formula for the ideal marketing mix, it is highly dependent on the needs of a unique brand. The issue is that many organizations lack a robust content marketing strategy—or even goals—and hence struggle to develop truly successful content.
Problems with content creation
Problems with strategy
Creating the appropriate content is extremely tough without the right plan. As a result, when it comes to establishing the correct content mix, we start with a strategy.
How to Select the Appropriate Marketing Mix
The techniques provided here will assist you in developing an editorial strategy to target the proper audience across all platforms while avoiding some of the most typical content development errors. Naturally, the ideas you generate will be unique to your company, but following these guidelines will ensure that you start with a well-rounded editorial calendar.
1) Recognize the content requirements of your audience at each stage of the customer journey.
Look, a long-time brand aficionado doesn’t require the same messaging as someone who has never heard of your company before. Examine your whole content operation to ensure that you’re reaching clients at every stage of their journey: awareness, consideration, analysis, purchase, and loyalty. For example, you can be focusing all of your efforts on awareness material when you should be focusing on consideration or analysis. Look for content gaps in your journey and come up with solutions to address them.
What is the best way to structure a marketing mix?
2) Play around with various forms.
The marketing world is always changing. Trends shift, distribution platforms shift, and customer preferences shift. This is particularly true in terms of content forms. You’re probably well aware that just because something was popular a few years ago doesn’t indicate it will continue to be popular in the future (hello, BuzzFeed quizzes!). You must convey the correct message in the proper package if you want to be successful in content marketing.
From infographics and ebooks to motion graphics and videos, there are a variety of forms that can help you engage your audience. Consider the most efficient manner to express your ideas as you brainstorm them. (Depending on the distribution channels you’re employing, this is extremely crucial.) Particular platforms are better for certain things, such as video.)
This is by no means an exhaustive list, and certain forms may work well in other stages, but here’s an example of how different formats might help you engage with customers at different points of the customer journey:
Infographics, whitepapers, and e-books are all good ways to raise awareness.
Blog entries, social media posts, and internet articles should all be taken into consideration.
Webinars, demos, and explainer videos have all been analyzed.
Case studies, testimonials, and free trials are available for purchase.
Newsletters, special discounts, and follow-up consultations are all examples of loyalty.
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3) Pick a publishing schedule that you can stick to.
You must continually serve the proper material to produce the right content marketing mix. Editorial planning, resource management, and project coordination all play a role here. The following are the keys to make this happen:
Many brands get tripped up when it comes to publishing frequency. Your publishing presence will be uneven if you are overscheduling content but undersupported in creating it. It’s preferable to start with a manageable tempo and work your way up from there. What would be the ideal time to post on your blog? Newsletter? What is social media? What kinds of posts do people expect to see on a regular, semi-regular, or sporadic basis? This should guide your marketing strategy.
Scheduling: According to the CMI B2B survey, 30% of marketers don’t even employ an editorial schedule, which is alarming. The better organized you are, the easier it will be to consistently post material, build a presence, and cultivate the appropriate audience.
4) Create a production method to increase the efficiency of content generation.
You might have a big idea for a documentary series, specialized whitepapers, or a thorough how-to guide for your service. It doesn’t belong in your marketing mix if you don’t have the time, money, or people power to develop it. You have three alternatives if you want to make good content:
In-house: You’ll need to build a solid infrastructure and procedure for creating content, regardless of the format. Every member of your team should be equipped with the necessary skills and tools to create that type of content.
Freelancers: While they are frequently easy to hire, they typically lack the knowledge and capacity to scale.
Successful agencies have teams of experts on standby to create a variety of material. They’re especially useful if you’re planning to develop and implement a major content strategy.
5) Track and analyze what worked.
In content marketing, guesswork has no place. It’s critical to know what you want to achieve and how you’ll measure your progress. While many brands are focused on producing more and more content, knowing what content is worth producing is far more crucial.
For example, for our own marketing, we’ve poured weeks of effort on interactive material that is beautiful and comprehensive but falls short of our simple template toolkits in terms of effectiveness. We would continue to invest time, energy, and money in projects that don’t offer us the ROI we desire if we didn’t take an analytical look at the results—or if we were too stubborn to admit that it didn’t resonate the way we hoped it would—if we didn’t take an analytical look at the findings. Instead, we’ve chosen to create content by working smarter, not harder.
Tip: To properly track your progress, learn how to choose the right KPIs for your content strategy and have regular post-mortems to assess the material you’ve developed. Consider the following questions:
What types of material were the most popular?
What platforms did they use, and how did they get their name out there?
When and where were they published?
What was it that made them work?
What do you think you can take away from this?
It will be easier to brainstorm your best ideas once you start deconstructing what works.
Always prioritize strategy.
It’s both an art and a science to find the ideal content marketing blend. In the end, trying something new takes both critical thought and courage. If you’re not sure what you should do next, start with the basics:
What are your objectives?
What does your target audience require?
What kind of content would best meet their needs?