Content marketing means communicating as a brand but with your own voice, in a relevant way and in places where your potential audience dwells. The core remains relevancy: tell a coherent story that both your company and your customers can reconcile. Content marketing is anything but a trend. Traditional media such as newspapers and magazines, have been successful in content marketing for decades thanks to a solid process. With some transformations this process can also be implemented as an online methodology.
Please answer these 3 important questions before you start to write or design:
Content Marketing and storytelling go hand in hand. A narrative that binds all of the content is important. Think of the biggest brands in the world: every communication is immediately recognizable and linked to the brand.
Content, type and channels are matched according to the 'customer journey' model.
You can distribute your content via
Some examples how we can shape the organic or 'earned' part:
hashtags reunite people, your message can appear here and multiply.
fresh news is a good stepping stone to link your message / comment to a news fact.
Although content hardly ever directly leads to conversion, it is advisable to lead towards following micro conversions:
They are the access points to quickly and directly keep in touch with a target audience.
No good content marketing goes without proper organization and reporting. An editorial calendar for example, is an important tool to work in a structured way. A dashboard with the right metrics in it allows you to take the right communication decisions.
