You can read many predictions on social media with experts declaring that the focus on content marketing is the number one prediction and the cornerstone of social media for 2014. You’re going to hear people arguing if content marketing is king, queen or even gasoline for fire. You’ll hear them say that context is king, not content marketing. Some may argue that relevance, not context, is what matters most.
I’ll tell you right away that you need to stop worrying about whether the content is king, queen, or wild. The truth is, it’s all of the above. Of course, relevance, context, inspiration, and quality matter when it comes to content marketing.
Content marketing is a requirement, not an option in 2014. Guess what… it was a requirement before 2014, not just now. Content marketing is not a shiny object invented by Facebook, or social media gurus, gods, rockstars, or anything in between.
Content marketing is at the heart of all businesses of all sizes. Big, small, smart, not so smart, nimble, slow and everything in between. Regardless of your industry, niche, age of business, or primary medium of communication you use, you’d better have a content marketing strategy to connect you and your brand with your audience. target, your customers, your partners and your stakeholders.
Social media status updates, images posted to Instgram, blog posts, websites, podcasts, videos, YouTube Hangouts, Twitter chats, in-person dating, and network events are all focused on conversation and engagement. Content is at the heart of any conversation.
What is content marketing?
Content Marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to to hire current and potential consumer bases. Content marketing subscribes to the idea that delivery high quality, relevant and valuable information for prospects and customer readers profitable consumer action. Content marketing has advantages in terms of hold back reader Warning and improvement brand loyalty.
Content Marketing Planning
Since the introduction of social media, the continuous advancements in technology over the past decade, and the tough economic climate, many marketers forget or choose to ignore the importance of certain content marketing and marketing 101 practices. very fundamental.
For many leaders, it is easier to focus on technology and tactics. We work with clients of all sizes, from entrepreneurs to international Fortune 50 brands. The only common thing we find is that many focus on the easy part first. They focus on setting up Twitter account, Facebook page, Instagram account, LinkedIn profile, and company page.
Many business leaders find that after reading thousands of blog posts, investing in social media training, digging into the specifics of tech specs for a year or more, they still have a hard time connecting with their business. audience and achieve real results by integrating social media. in their business. Achieving a return on investment using social media is neither a given nor guaranteed. You have to invest time, resources and plan well. Align social goals with business goals where it can have the most positive impact.
Every day we hear new customers tell us that they have “tried everything but still have no results.” Well, that’s often because they didn’t set goals in the first place, don’t know their audience, and threw everything including the kitchen sink into their execution strategy. They lack focus and direction. Many are focusing on the social media buzz because they don’t know how to deliver the social media money! they hunt random acts of marketing (RAM) and they wonder why they end up with random results.
Know your audience
Welcome to the era of inspiration. You will connect with your audience by inspiring them, helping them, educating them and empowering them. Many business leaders don’t know where to start to inspire their audiences because they don’t know them!
They don’t know what to say, when to say it or how to say it in the first place. Knowing your audience, their goals, and your goals to serve them is necessary, not optional for businesses today.
Download this audience analysis sheet to help you prioritize your audience segments, their needs and align the planning and execution of your business, marketing and social media with them.
Despite the importance of communication and content marketing, it appears to be one of the last areas that many business leaders and marketers are focusing on. They leave out the most important part and the glue that will make their customers stay longer than a few seconds or minutes.
Master your content marketing!
The purpose of this article is not to give you an MBA level training in content marketing. It would be impossible to do this in a simple blog post. I have written many articles on the subject of content marketing, some of which I will list at the bottom of this article.
The main objective of this article is to:
1) Inspire you to master your content marketing.
2) Provide you with an editorial calendar template for 2014.
Editorial calendars are important because they:
- Help you focus on the needs of your audience
- Help you inspire and connect with your audience
- Help you bring value to your audience
- Forcing you to think beyond today and tomorrow
- Help you integrate all media
- Take advantage of different media, different audiences
- Create once, use several (= increased ROI)
- Rationalize resources
- Manage internal teamwork
- Fuel the generation of ideas and innovation
- Create a drumbeat approach to content development
- Help define your audience’s expectations
- Help you create loyal brand evangelists
To download a example of an editorial calendar we use with our customers. We customize editorial calendars per client. However, this template will still give you a solid head start in planning, organizing, and mastering your content marketing planning starting with your blog content. We will be rolling out more educational blog posts, tools, podcasts, resources, and training on this topic over the coming months.
Highlights from the editorial calendar
- Monthly conversation topic.
- Weekly conversation topic.
- Title of the blog post.
- Target audiences (primary, secondary and tertiary)
- Purchase cycle (awareness, consideration, preference, purchase, loyalty)
- Draft due date
- Main Keywords (5-10)
- Blog categories
- Supporting image (s)
- Other media (image, video, podcast)
- Integrate into other resource kits or publications
- White paper possible (y / n)
- Customer testimonial / graphic design
Are you using an editorial calendar? Do you have a grip on your social media, your content marketing, your audience knowledge? If not, are you inspired to take charge? Which brands do you think are doing the right thing when it comes to planning their content and meeting the needs of their audiences on a daily basis?