Have you found the secret ingredient to managing your marketing content? Or do you still keep the content in too many different places and struggle to push the right content on time?
If you answered YES/NO, then you’ll enjoy reading our latest piece on creating a unified view on content and customer engagement… If your respond is NO, here’re our 5 tips to boost your content marketing efficiency!
1. Think “Big Picture”
By having a big-picture vantage point from the start of the project, especially ones that have multiple content components, expectations regarding deadlines are easier to create. Tasks may run in parallel because the entire scope has already been navigated. Try examine the entire scope from a broad view, and then break it down into smaller tasks and objectives. It’s important to think big picture before creating your marketing content. Make sure you know where you’re going to post it, what keywords or keyword phrases you will focus on, and finally what plan of action will you take to get that content out. (Digi Market) For example:
- Business objectives: What do you want your content marketing to achieve for your business?
- Content goals: What do you want a specific content project to do? Increase traffic, generate highly qualified leads for a service, drive sales, etc.
- Resources: Who will do the actual work? Assign roles including writer, editor, key stakeholder, publisher and SEO strategist.
- Measurement: What will determine your success or failure?
- Refinement: How will you evaluate and continually improve your strategy?
According to CIO, last year marketers spent more than $135 billion creating digital marketing content. Not just content creation, there’s work to be done in content aggregation and amplifying unowned content. Marketing content has an array of goals, too, from brand awareness to education to thought leadership.
2. Use the Templates
Identify areas where templates would be beneficial, and start creating simple and easy-to-use documents that are compliant and brand-consistent. Besides saving time on having to devise something from scratch for every new project, use templates for everything from contracts to content submission forms. This allows you more time to:
- Focus on the data and creativity: You won’t have to edit formatting, since the template ensures consistency.
- Increase professionalism: A branded template indicates your company takes content marketing seriously and approaches it strategically and professionally.
- Create consistency for all parties: Writers, clients, editors and more all know what to expect and how to analyze a piece of content once they get used to the template.
- Save money: Constantly creating new forms suck up just as much money as time.
If you have too many content ideas, or too many requests from across your organization using this checklists and templates to help you prioritize your projects and reduce the workload.
3. Automate collection of content
Make your content work harder by automating the collection of all of your content. The Knexus platform enables the user to view all content in one snapshot, maximizing time efficiency and consistency across all channels through an intuitive interface for better sharing and distribution of content. If this sounds like it would help your business to remove silos in your business and would allow you to take the next step in your content marketing output, contact us for a quote.
4. Know which metrics you’re going to track
Your content marketing strategy should clearly articulate which metrics you’re going to track, and how you’re going to track them. Otherwise, you have no way of knowing if your efforts are working…or which efforts are working. Without setting benchmarks, measuring progress, and evolving strategies to constantly improve, you’ll have no way to determine if a content marketing strategy is working. Business could go stagnant or decline, and having no data means you’ll have no discernible reason to figure out why. Plus, with professional services firm Deloitte predicting the rise of insight-driven organizations as one of its top analytical trends in 2016, using data to drive strategy is required to keep up with competitors. (Deloitte)
5. Stay Customer-Centric
Customer-centricity and relevance go hand-in-hand and are essential characteristics of content for customer engagement. To become knowledge brokers and use content in an insightful way to build rapport with target audiences, businesses must pay more attention to content marketing performance. The goal is to create strategic conversations with decision makers and influencers to acquire leads, build trust and shorten selling cycles. If the content doesn’t engage (so, you need to measure and set goals, other obvious parts of a content strategy), there isn’t much sense in having it. (i-scoop) Content marketing ROI is based on these and other outcomes. As interesting content is one of the top reasons people follow brands on social media and an essential driver of engagement, it should not focus on self-serving messages.