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The currency of how to gain attention is content, which is the atomic unit of marketing (when done well). However, writing individual book pages for readers anticipating a tale is similar to merely “producing content” without a conscious vision. So, what are the building blocks of a content marketing strategy that can help you focus and connect your execution? What do you need to get started with content planning and production systematically? To begin, there are a few fundamental components or building pieces that make up a good content marketing plan. Here’s what you’ll need to get started if you’re creating your first content marketing plan — or resetting an old one and rethinking the brand’s approach to content.
1. Brand guidelines are as follows
First and foremost, if many people or teams are communicating on behalf of a brand, they must have a clear understanding of the brand’s personality, voice, tone, and language. If you don’t already have a brand book or official rules and training, start by studying brands that are most similar to the one you want to be, independent of sector or product, and taking notes on what resonates and can be applied.
2. Marketing goals include
Your content marketing activities will have various key performance indicators (KPIs) and targets depending on your business demands. You should probably go one step further and establish relevant metrics for multiple categories of content. These could fall under one of the following categories: There is material for performance marketing (direct response ads, demand generation, and other promotional content that correlates with sales). Content related to brand recognition, consideration, and customer perception. Finally, local market communication and content assistance (such as assets sharing with your distributors, retail partners, or local teams). or any other product, promotion, positioning, or pricing-related business goal In many circumstances, your content can be used by other departments, such as HR’s recruiting content. Determine which of these objectives are critical to the short- and long-term performance of your content and make them the analytics cornerstones you can track in a reporting platform or dashboard.
3. Persona(s) of the customer
Marketing and advertising are designed to reach individuals, whether it is a large group for a consumer brand or a smaller group with particular demographic or behavioural characteristics. Create cheat sheet summaries for campaign usage or to deliver to customers based on the people and personality profiles (personas) you wish to reach and impact, backed up with research and data. Age, gender, household income, location, education, family status, and job position/title are examples of demographic factors. Personal values and ambitions, consumer requirements, cultural influences, media choices, fears, and purchasing frictions are examples of cultural and behavioural features. Above all, attempt to unearth a unique insight about your target consumer that the rest of the industry ignores or undervalues. It will frequently act as the creative spark for a successful content strategy or campaign direction.
4. Market research and data
Customer insight and comprehension are built on the foundations of research and data. This can be historical data (website traffic demographics, sales statistics, surveys, studies, customer feedback, or other documented brand interactions), original primary research, or third-party data, and you’ll want to use a combination of all three in most circumstances. Social listening and third-party sources provide some of the most valuable (and unbiased) research, augmented with interviews and internal analytics. Tools like Google’s Consumer Barometer can help you better identify different demographic groups and their online shopping behaviour when it comes to digital. OpenStrategy also has a list of free consumer research tools that can help you plan out your content strategy.
5. Conclusion
In conclusion, every successful content marketing campaign necessitates an iterative process that allows your team to focus on what matters most: creativity, which is subsequently translated into effective content. Consider the following steps to create an effective content marketing machine: Create a “best practices” workflow for each category of essential material. Furthermore, Birchbox is a beauty subscription service. Content marketing by the company was up against known beauty brands and new media entrants such as Refinery29. To hunt for chances, Mollie Chen, the company’s founder, thinks it’s critical to grasp the existing condition of content in your business.