As digital marketers the ball is always moving—innovation is the norm and only accelerating. The constant challenge for brands and marketers is to evaluate this evolving landscape and take advantage of new opportunities. Historically, being a search guy has meant constantly testing new placement, creative, device and campaign management technologies as both paid and organic search have become more personalized to the end user and competitive among brands. This is even more pronounced on a broader digital scale – the past year alone has witnessed the explosive rise of Pinterest, Google finally entering the social world (for real this time) with Google+ and of course Facebook’s acquisition of Instagram.
Content Marketing is yet another tactic that has been buzz worthy in the past year. Like social media, a content strategy can mean a variety of things depending upon ultimately the program’s objectives and level of sophistication. To help make sense of this, I thought I’d share the hierarchy of how we’re thinking about content marketing for our clients. The good news is that if you have a website, you’re probably doing it already to some degree.
Digital Asset Optimization
This is the baseline starting point. In all likelihood, you have a website and within that site you have produced and posted some content elements from videos to press releases to perhaps a blog. That’s great, a big step and the most important. Yet, the greater benefit is in activating that content to expand your digital footprint throughout organic search, social media and other earned channels. Digital assets should be keyword optimized according to your SEO strategy, placed appropriately on site, enabled for sharing and distributed to relevant social channels.
While digital asset optimization is the initial starting point for developing and activating your content strategy, an advanced Content Marketing program is strategic, comprehensive and ongoing. Strategic in that message, channel and velocity of content is driven by empirical audience research. This data will identify clear audience drivers and needs and opportunities through which to engage them. Comprehensive as content is developed in a variety of forms thus reaching your audience through their preferred channel of engagement whether that be via webcast, article, video, infographic or other.
Ongoing – this ultimately refers to the concept of brands as publishers in that the content program should be consistent over time. This will not only foster a relationship with your customer, but frequent new content will expand your brand’s overall footprint and organic search profile.
Brands as Story Tellers
Brands that have nailed down the fundamentals of content marketing then move on to more robust strategies of truly becoming story tellers. These brands have a well oiled publishing and distribution operation of research, development, activation and measurement. The next step is then pulling this unique brand positioning into all forms of communication from sales and support to social media engagement. It means truly owning your niche and telling your story through all facets of your business.
A colleague and mentor of mine once advised me to add value in every interaction whether that be personal or professional. That advice has been invaluable throughout my career and is at the core of what content marketing is all about. Regardless of where your brand is in the hierarchy of content strategies, the fundamental principle is simple – provide engaging, valuable information to your customers, clients and constituents. Add value and they will not only be customers, they’ll be advocates.