Successful Implementation of Content Marketing Campaigns
From theory to practice: in the first article, planning a content marketing campaign was covered. And how does the realization of those ideas look? That’s what this second part discusses. In reality not everything goes as planned, but there are tricks to avoid mistakes and make the necessary adjustments to find success.
Check Before Beginning
When the planning phase of a content marketing campaign has concluded, the implementation begins. Before the start of a content marketing campaign, the project must be tho
- In which format should the content reach the users?
- Which keywords are relevant for the topic? This is true for all text-based channels that are crawled by search engines: landing pages, blog articles or product descriptions
- Is the continuous evaluation of the campaign assured? This is the only way to troubleshoot potential issues while the campaign is still ongoing
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There are multiple formats for the implementation of a content marketing campaign: landing pages, videos and infographics are only a few examples. It is beneficial to examine the individual formats separately when analyzing the campaign, to leave room for potential changes. Much of the content can be recycled for other purposes after the campaign.
In the implementation phase of a content marketing campaign, unforeseen circumstances often occur. These can significantly impact the planned timing. But sometimes these problems can also affect a campaign’s content design. Openness to adaptation is therefore critical:
- Can target dates be adjusted to gain more time or to align the campaign with recent developments?
- Is there external support for quick help? This option is essential for survival, particularly with technical issues
The duration of the content marketing campaign should include a sufficient buffer to provide room for flexible actions.
A/B Testing in Realtime
Even for smaller projects there are now effective and affordable tools that continually monitor the success of a content marketing campaign. The A/B testing method especially has proven itself. A/B tools measure the relevant conversions during the campaign and in doing so contribute to constant optimization. This process can be easily explained using a landing page example:
- Site visitors are randomly shown different landing page versions
- The A/B tool then measures the differences: for example, do more visitors click on the call-to-action button on page A or page B?
- As soon as enough users have visited the pages that a statistically significant result is available, either version A or version B is chosen as the final version
This continues as long as desired. In principle, every element of a landing page can be tested. Little by little the page is optimized as it is consistently changed and adapted to user reactions.
Beating the Drum
Not matter how good a content marketing campaign is, if no one notices it, all that effort was wasted. It is therefore important to call attention to the campaign. And this is a process that takes place before and during the duration of the campaign. For that reason, it must be particularly flexible:
- Social media especially plays a role in this aim. Facebook, Twitter and Instagram are the most important channels to spread a message
- There are tools for this, which edit and publish messages targeted to different channels
- The constant evaluation of user reactions (for example in the form of comments) is essential here for the success of the campaign
Another option is cooperation with other websites, in the style of, you get a guest contribution, I get a link. But remember, volume alone isn’t going to do it. Only backlinks to sites that are relevant to the topic and at the same time have a good reputation on Google are productive. Another option is cooperation with other websites, in the style of, you get a guest contribution, I get a link. But remember, volume alone isn’t going to do it. Only backlinks to sites that are relevant to the topic and at the same time have a good reputation on Google are productive.
The Final Evaluation of the Content Marketing Campaign
At the end of a content marketing campaign comes the analysis. This is key to profit from both the good and bad results for future marketing efforts. Some vital questions are, for example:
- Did the campaign reach its goal? Were there enough visitors? Did revenue increase? Were enough leads generated?
- Is the effort put into the campaign in proportion to its success?
- Where were the problems? Would these have been avoidable in the preliminary stages?
The lessons learned from a single campaign can also be used to examine the underlying content marketing strategy. The five steps of a content marketing campaign briefly summarized are:
- Adapting the content marketing strategy
After the fifth step the next campaign can already start. Ideally each new campaign will always be better than the last one, because it builds on the knowledge gained from previous campaigns.
Every content marketing campaign is part of a cycle, because once a campaign is completed, the road is clear for the next. And this in turn is based on the comprehensive strategy, which receives renewed momentum based on the experience gained. And in this way an intelligently planned and executed content marketing campaign leads to increased sales.