Before diving into content marketing, it’s important to have a strategy that outlines what you want from content marketing, and how you are going to achieve it. This deck by Marcus Taylor looks at 26 tips for defining your content marketing strategy. For more information visit http://www.ventureharbour.com
Content Marketing Strategy:26 Tips For Defining Your Content Strategy
Content Marketing Strategy
Before diving into content marketing, its important to have a strategy that outlines what you want from content marketing, and how you are going to achieve it.
There are no inherently right or wrong ways to create a content marketing strategy, so Ive provided various ideas and examples to help you consider what may be best for your content strategy.
#1 use a large range of tactics
Credit: MarketingProfs / CMI
#2 Aim very high with your goals
In Good to Great, Jim Collins suggests Its just as easy being great as it is being good. It just takes more discipline.
I believe this applies to content marketing. Create the best content in your industry. Dont settle for good.
#3 scaling your content marketing If you want to scale your content marketing, consider user-generated content.
#4 persist for at least one year
Its hard to get content marketing right the first time round. Stick with your content marketing strategy for at least a year.
Measure whats important to you so you can iterate eectively and learn what is and isnt working.
#5 when everyone zigs, zag.
If everyone in your industry is creating one type of content (e.g. blog posts, videos, podcasts), do something dierent.
When everyone zigs, zag.
#6 OPA Other Peoples Audiences
Leverage the reach and influence of major publishers in your niche by oering to write guest articles for them or hosting your content on their site.
#7 focus on the longtail If increasing search trac is an aspect of your content strategy, be sure to create long-form content targeting
the long tail.
#8 plan ahead, but also be spontaneous
#9 create a content calendar
Content calendars are a useful planning tool to ensure that youre creating a high enough frequency of content, and arent missing opportunities such creating topical content on public holidays & major events.
#10 write long-form content All things being equal, content that is at least 2,000 words long is more likely to rank for competitive terms (and lots of long-tail variations) than
shorter content. This is not always the case, but very often.
#11 focus on what works in your niche Infographics and case studies are typically the most shareable form of
content. In the music industry, we analysed the number of shares & links for over 15,000 pieces of content and found that, on average, infographics
generated 198% more shares than blog posts.
#12 manage & plan your content strategy in trello
#13 create a strategic plan document
This exercise is incredibly valuable when outlining your content marketing strategy.
I recommend using the template provided by Quicksprout as a starting point.
#14 recycle your existing content
With so many dierent mediums of content, recycling content is a huge opportunity. Turn your long-form blog posts into eBooks.
Record screencasts of your presentations and upload them as videos to YouTube.
Turn blog posts into presentations.
#15 consider other territories Make your content relevant in dierent countries. Dont just translate your content, localise it in dierent territories.
#16 curating vs. creating We received over 800 social shares on this post, which is just a
curated post of 30 inspirational quotes in the music industry. You dont always need to invest in producing new content, when you can curate
existing great content.
#17 evergreen vs. Topical
Pick whether you want an evergreen strategy or topical content strategy. Both work, but evergreen content marketing lends itself to compounding results over time. If you go down the topical content route, you have to commit to it.
#18 create content at each stage of your buying cycle
Its important that your brand appears at all stages of the customer buying cycle to ensure that youre most likely to be the option they choose.
Consider what balance of content you need at dierent stages e.g. two thirds of our content should have a primary aim of being discovered in the search phase.
#19 build content partnerships
Team up with the best people in your industry to add credibility.
We recently released a whitepaper with Midem, who are a respected brand in the music business. Having them as a partner added a lot of clout when pitching the whitepaper to the press.
#20 ego-baiting influencers
Say nice things about the people you want to influence, and make them look good in comparison to their competitors.
Ive used this to get Bloomingdales, EMI, Guy Kawasaki, and various other social heavyweights to share my content.
#21 share timeless content repeatedly
If youre building an evergreen content strategy, then you can promote your content for a much longer duration as it never becomes irrelevant.
#22 make people angry
For content to be highly shareable it must provoke a strong emotional reaction.
Anger is one of the strongest emotions that can be provoked. Creating content that angers your audience (without the anger being directed at your brand) is a very powerful strategy.
#23 create A referenceable resource
Consider what content you may be able to create that will be highly referenceable in your industry.
The Moz Algorithm Change History tools is a great example of this in the SEO industry.
#24 mark public holidays & national events on your content calendar
Public holidays & events, such as Halloween, April Fools Day, Christmas and Easter are great opportunities to launch relevant themed content.
However, be sure to mark these events long in advance to give you enough time to prepare your themed campaign.
#25 take advantage of news jacking
When news breaks, journalists are often in need of expert opinions and quotes to feature in their write-ups. Be the first to respond and oer opinions. Also use tools like HARO.com to help journalists looking for quotes.
#26 Take risks, protect the downside
It is only by being bold that you get anywhere. If you are a risk-taker, then the art is to protect the downside. Richard Branson
Brainstorm everything you can think of that could possibly go wrong and then mitigate against it as best as you can.
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