Six Key Elements Of Content Marketing
3 min. read
As a Branding and Marketing consultant, I help my clients establish authority and cultivate community through cohesive and elevated branding and marketing strategies. One component of marketing is content marketing, which is a type of marketing focused on creating consistent, relevant and valuable content to their audience. Want to know what makes up content marketing? Here are six key elements that can help you get started.
Establishing Brand Guidelines
Your initial goal when building your content marketing strategy is to focus on building brand awareness. You want your audience as well as potential customers to know who you are and what you do so that that they can figure out if you are the best person to work with. By posting consistently and engaging regularly you are encouraging more people to learn more about you and soon they will be able to discover how they can best work with you.
Additionally, you need to be clear on what you are trying to say. Make sure you understand your voice, personality, as well as tone so that as you're creating content people can start to connect with you in a deeper way.
Outline your Marketing Objectives
You should have key objectives that you are measuring your marketing strategy against. This will help you better analyze your strategy so that you can better tweak your processes as you get more data surrounding your content. Some goals and objectives you should focus on:
- How are we building brand awareness
- How are we doing in terms of engagement
- What is our conversion rate to sales
Understand your Ideal Client
Understanding who you're talking to is going to be key when trying to develop your marketing strategy. You want to make sure you understand your potential clients pain points, and troubles they may have. Some questions to ask yourself about your potential clients are:
- What problems they currently have
- How can I solve this problem?
Develop a Process
In order for you to better understand how your content is doing, you must create a process that allows you to establish a system that is repeatable and scalable. Create standard operating procedures as well as begin to define how you approach each type of content whether it be Blogging, a YouTube video, Social Media, etc.
Create Content Calendar
You need a place to visualize everything! Having a content calendar allows you to better plan out your content so you can see what needs to be published when and where it needs to be published. This may also be the point where you tweak some of your content ideas if it leans heavily in one direction vs another.
Additionally, your content calendar should not only include when content is being published, but also when content is being worked on, especially if you're working with multiple people. Also include status indicators like when a post is being outline vs. when it needs review.
What doesn't get measured doesn't get managed. In order to have an effective content marketing strategy, you need to have an effective way to track how your content is perform. Whether you're tracking numbers on a spreadsheet, or you're looking at numbers from a big analytics report, you need to be tracking to see how it measures up against your Key Performance Indicators (KPIs).