Implementing the content marketing strategy
The first step is finding appropriate content: What preoccupies my target audience, and what are its problems and needs? The answers can generally be found based on the most frequent search queries, terms and questions. It is therefore important to consult employees who are in direct contact with customers; the customer can also be directly addressed, for example with a short survey on the homepage or via email or newsletter.
When the keywords of the target audience have been established, the critical phase begins: the planning phase. A team and the persons responsible within the team must be decided on; a calendar or editorial schedule with an exact overview must be made; the most important search terms and topics must be defined and prioritized and a performance measurement must be drawn up.
The next step is the creation of the content. When creating content such as service or product information, FAQs, instructions or checklists, it is important to keep in mind that they are customized and adapted to the previously specified keywords. Users also appreciate videos, graphics or case studies as well as whitepapers, in addition to text content.
The content has been created and accepted – it can now be published. On the one hand the content is distributed through one’s own channels, for instance the regular newsletter, Twitter and Facebook. On the other hand, distribution can be achieved with paid and earned media. Ideally, all three channels are simultaneously used.
Finally, the content must be analyzed. The regular evaluation reveals which content on which medium has yielded relevant visitors and especially new customers.