Before you start working on your content marketing, you must take these two important basic principles into consideration:
- They ask, you answer. Your prospects and customers have a lot of questions. And they are looking for answers, solutions, ideas ... So, all you must do is provide them with those: give them the information they are actually looking for. By giving the right answers, you’ll get more people to buy your product, which will make your business grow. It isn’t rocket science: in-store sales assistants and market vendors have been doing it for ages already! And it’s literally the same principle.
- Never build a dead-end street. Content for the sake of content isn’t what you need. Make sure every piece of content has a link or CTA to the next step: a conversion point, another page, a blog post, a product, … Anything that takes your prospect or customer to the next step in their journey.
By giving you a peek into an average day of a content market
er, we will give you tips and action points you can integrate in your daily routine, starting today.
A day in the life of a content marketer
9:00-10:00 – I’m sitting on a pile of content
I start the day with a cup of coffee and a task that’ll wake up my brain. It’s time for a content scavenger hunt: I look for existing content in our company that isn’t yet published online. Flyers, videos, papers, presentations, testimonials … I know I’m sitting on a pile of gold that I can add to my list of evergreen content I can use when the creation of new content isn’t running smoothly and I don’t want to have a gap in my planning.
10:00-11:00 – Editorial team meeting
Content marketing works best when it’s supported by the entire company. There’s marketing, sales and customer service – but also Catherine, one of our engineers, who writes short stories as a hobby. Management gave her a weekly half day to write a new blog post. Without her, we wouldn’t be able to publish new content every week.
The editorial meeting has 3 fixed elements:
1. The existing content: Our data analyst has identified some of the best and worst performing content. We debate ideas on how to optimize the worst performing content and how to get the best ones to convert even more people.
2. Recycle or repurpose: We have a tutorial video that’s getting a lot of hits on YouTube. That’s why we’re going to write a transcript of the video and turn it into an interesting blog post. The perfect job for Catherine during her writing time this week!
3. New Content: Everyone needs to bring 1 question to the table they got from a client, spotted on social media, came across in a meeting, found on askthepublic.com,… we use dotmocracy to determine which one we will try to answer next and decide together whether we will answer it in a blog post, video, infographic,…
11:00-12:00 – Distribution Distribution Distribution
Time to focus! So, I have all these blogs on my website, waiting to be consumed. But I don’t like this passive strategy of hoping people will find my content through Google or stumble upon it when browsing our website.
I select 2 older blog posts, write them a LinkedIn post and a tweet and add them to our content calendar. I also take a short snippet from that good performing YouTube video to publish it on our Facebook and Instagram stories. Finally, I send that video to my colleague who’s in charge of the newsletter this week so he can add it. Because yes, even the newsletter is a shared responsibility. Content marketing is something for the whole company, remember?
Lunch break means that you not only get to feed your stomach, but also your brain. So, why not go for a walk and get yourself a fresh dose of oxygen?
13:00-14:00 They ask, I answer
Digesting my lunch with a fun but challenging task. I’m taking my existing content and start optimizing it by changing (some of) the titles into questions. Why, you ask? Well, it’s easier for customers to recognize themselves in a question – as they are looking for answers. It’s also easier for me to use relevant keywords. Hurray for SEO! Then, I ask myself if this blog post is really answering the question. If it’s a no, I send my remarks to the writer of the post so that he or she can update it.
While I’m at it, I doublecheck the blog post’s SEO-elements and optimize if possible. It’s not uncommon that images are too big or don’t have the right alt tags. It may seem like a detail, but it gives me extra bonus points on my SEO scorecard.
14:00-15:00 My Content Toolbox
There’s a ton of free tools that can help me manage and create content. Every couple of weeks I sign up for a new one and take it for a spin to see if I can use it in my everyday work. Most of the paying tools have a free trial, so sometimes I also test one of those to see if it could fit my content toolbox.
This week I’m going to test Kapwing, a free tool to edit photo and video material. It’s frustrating that I always need my design team for visual assets because it slows down the process. I want to be able to create some of the visuals I use on Facebook myself, or at least be able to create a quick mock up of what I need so I don’t need to write an extensive briefing for the graphic designer.
15:00-16:00 Turning hero into micro content
I’m liking this Kapwing tool a lot and I want to test it on an actual case. I take one of our biggest content pieces, a downloadable whitepaper, and test if I can split it into a smaller piece of content. I take a strong quote from our CEO, who contributed to this whitepaper (team effort, right?). I put the quote on one of his pictures. I crop it to the right size (Kapwing has them predefined for most social channels) and I’m done. All I need to do now is write a post, make a UTM tag for the whitepaper landing page, add everything into my free (what did you expect) publishing tool and it’s good to go!
16:00-17:00 Time to put on the content hat
My conference call got cancelled so I have an ‘extra’ hour today; time to put on the content hat. This is literally a funny hat that looks like a giant beer glass (note to self: never put the office clown in charge of finding the hat). The hat is used when we’re doing content input so everyone can clearly see they need to leave you alone. Most people in our organization know how our CMS works (took us 2 hours in training), so everyone with who’s got a spare hour is expected to put on the content hat, take a finalized blog post and implement it in our website. You can also look for broken links, change pictures … basically anything that is related to optimizing our existing content.
As you can see, it doesn’t take that much to improve your content marketing. These tips are easy to implement – so easy that you can even start integrating them tomorrow! But hey, if it still seems like a bit much, we get it. Taking your content marketing to the next level is important, so you want to do it just right. Do you feel like you could us some expert advice?
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