Content Marketing Basics: Elements, Use, and Application

With the broad use of technology and the increase of information consumption, we are all familiar with the term content. You can listen to it on your way to work, it is on TV while you’re chilling at home, your friends send it to you, and you’re reading it right now.

It seems like everyone needs to produce content these days, and in a way, it has become the norm for brands, professionals, and even regular people.

Our minds have become trained to notice when the content quality is good, and when certain things are not good, they don’t make sense, or they are not executed well.

So what are the brands with great content doing right? What makes content satisfactory for the consumer?

Content Marketing Strategy Photo With Startup Team Planning.

DEFINING CONTENT MARKETING

Exceptional content is always supported by a well thought out strategy. It’s highly unlikely (yet, not impossible) for something random to magically attract the attention of a big crowd. So let’s talk about it.

Content Strategy vs. Content MArketing

The content strategy of a brand is the strategic planning of content management and distribution, as part of the overall branding strategy. Content marketing, on the other hand, is the exact way that content will be tailored for the goal to attract and appeal to the target audience.

The two are connected processes, and the content strategy should always include a content marketing plan.

For example, the content strategy defines how much content will be produced during a given period, on which distribution channels, and how the assets will be managed. The content marketing plan will determine the “hook” that will attract consumers and how to retain their attention.

Who needs content marketing?

Any individual, company or another type of organization need content marketing to support their purpose and help deliver their message to a target audience. Consumers have come to expect regular updates, news, and information from the individuals and brands that they interact with.

That means that content plays a significant role in every business, brand or organization, and it is a powerful tool that can be used to increase reach and brand awareness.

Why is content marketing important for your business?

A content marketing strategy makes it easy for a business to stay organized, and to deliver their brand message by using the right marketing channels. It sets the direction in which the brand will move, in order to improve the long-term positioning and credibility of the brand.

The strategy is used as a road-map in a way, not only for the brand but for the consumer journey as well. A good content strategy should outline the goals of your content and the desired goals for the consumer.

Content Strategy vs. Brand Strategy

The content strategy is a part of the overall brand strategy, which describes how the brand purpose will be presented through the creation of content. A brand strategy includes other elements such as brand identity elements, brand mission, social standing and so on.

A good content strategy should showcase the brand qualities and represent the brand in a positive light to its target audience. Think of the brand strategy as a game plan, which makes the content strategy is a vital play for the team.

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Grammar Check

The Process Of Creating a Content Marketing Strategy

Each brand may have a different process for creating and executing its content marketing strategy, but they all run along the same lines. There are 6 key steps that play a role in the content strategy, and we will go through them all as a part of this course.

Content Marketing Strategy Photo Of 6 Steps With Circular Flow Infographic Chart.

1. Set goals and objectives

Start by setting the stage for your content production. Determine the exact goals you want to accomplish with the content you produce. Start by looking at the long-term objectives then work back to the short-term goals.

2. Create a content schedule

Once you have the goals in mind, you need to create a specific schedule on how your content will be produced and delivered on the chosen platforms. That will keep you organized and focused on the long-run.

3. Use tools to create tailored content

The third phase is using the right tools and skills to produce the content you planned in the previous steps. This is the part that requires the most work, and it can be quite time-consuming. However, creating high-quality content is crucial for your content strategy to work.

4. Run tests and track performance

Once you start publishing the pieces you’ve created, it’s time to run tests on the effectiveness of single posts and the overall performance of the content marketing strategy as well. Tracking the performance will tell you many things about what works, what people think about your brand and what doesn’t appeal to them.

5. Prepare a marketing report

After a set period of time has passed and you’ve collected enough data through tests and content tracking, you should create a report on key findings and the overall success of the strategy.

6. Adjust your strategy

The final step is using the learnings and insight from the marketing report to make decisions about your content moving forward. What works, what doesn’t, what will be the next thing you focus on when creating content.

What to do next?

This post is the first lesson of our course on How to develop a content marketing strategy, and there are more articles that go in depth on the process described above. It’s free for you to explore, and you can view all 10 parts.

You can move on to Step 2: How To Audit Your Content Marketing Strategy


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