Content marketing has been the advertising world’s favorite buzzword for a few years now, but we find that many marketers still struggle with implementation. Most recognize the power and importance of content, but have a difficult time knowing where to begin to make content marketing possible AND successful.
It takes a total organizational shift to make content marketing work at its highest level and provide a significant ROI for the brand, but it’s far from impossible to make it happen. Here are five steps to focus on to transition yourself and your company into a content-driven mindset.
1. Think like a publisher.
The beauty of content marketing is that when it’s done right, you build an intensely loyal audience.
It takes the same kind of dedication to your audience as a magazine publisher has to its readers. The mission of any publisher is to create and share content that captivates its audience and has them coming back for more.
2. Remember that the content is the product.
Content marketing is not an advertising channel. Content is an additional product that is available to your customer base.
Your content should not be one big infomercial for your goods and services. It should be a resource for your customers that adds value to their experience with your brand. You are creating that value by giving your audience your insight and expertise and thus positioning yourself as a trusted source of knowledge in your segment.
3. Set deadlines — and stick to them.
Along the lines of thinking like a publisher, a good content marketing strategy depends on consistent delivery, which means serving up content at the same time and frequency every week, month or quarter.
Setting deadlines for when your content will be published is crucial cultivating that expectation. It makes it easy for your audience to follow along. Your content will be there when your followers want it, and a steady stream of information ensures that you stay relevant and fresh in the mind of your audience.
4. Get buy-in from executive leadership.
This is really a must-have, but that doesn’t mean it has to require a herculean effort.
Your CEO doesn’t need to know the ins and the outs of how you execute your content marketing plan, but they should understand the philosophy behind it and how it can contribute to business goals.
Content marketing will inevitably touch on nearly every aspect of your company and therefore needs to have leadership back up and align your efforts. A sign-off from leadership can generate greater cooperation as you reach out to product directors and subject matter experts, which will make executing your plan that much smoother.
5. Find a way for all levels of the company to contribute.
Activating employees throughout your organization to contribute to your content marketing blog serves two purposes:
First, it makes content creation easier. As the saying goes, many hands make light work. The InQuest blog you’re reading right now has 12-13 writers that contribute on a regular basis, which makes managing the workload much easier.
Second, involving employees from all areas also creates a sense of ownership and diversifies perspective. The more your staff feels included in the process, the more they will be willing to help along the way.
Ready to get started?
Read our article on “How to get started on a content marketing strategy” for more insights in content marketing.