Content Marketing

Content Marketing

Content marketing defined

The Content Marketing Institute defines content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

If you’ve ever subscribed to a blog, a podcast, a newsletter, a YouTube channel, an organization’s social media page, etc., then you already know the value of good content.  Now consider how your organization could develop the kind of content that keeps your current and prospective customers coming back.

The content marketing process

  1. Market research – Effective strategies begin with an understanding of your market, your target audience, and a list of the business objectives you are trying to achieve.
  2. Personas – Effective personas based on research, helps writers keep content user-centric. 
  3. Content pillars and themes – The next step is to establish content pillars upon which you will develop your content.  These represent a cross-section between what your customers want or need to see and what makes you unique as an organization.
  4. Workflow – It is important to understand in advance who will write, edit, approve, and publish content. From this, we build a workflow and schedule regular content planning meetings.
  5. Production & scheduling – Once workflow has been established, we’re ready to begin producing and scheduling content with an eye on keywords, readability, and content structure. 
  6. Distribution – Once we have content to work with, finding ways to distribute it across the web is an important next step.
  7. Testing & Optimization – Content is not an end in itself. It is an opportunity to keep learning about your audiences and what they respond to, which informs future content.