Content marketing is a marketing that involves the writing
and sharing the content for media and publishing content in order to acquire
new and retain old customers.
Content plays an important role in your Search Engine
Optimization (SEO), B2B and B2C marketing strategy.
Content marketing is already in mainstream of digital
marketing, so it’s time to get competitive with your marketing strategy.
These are most extensive and detailed tips of advanced
content writing and marketing that exists today.
Content Writing &
Marketing Tips For 2015 :-
The C word in content marketing
C = content. What’s it all about?
Beyond thought leadership or not? The answer is yes. Not all
content needs to be cutting edge, ground breaking etc. But it should provide
value to the target audience.
It can help organisations cover the broad ground of their
remit (or their brand) that might otherwise have not been possible due to
resources. For instance, providing an insightful, helpful comment on valuable
content relevant to target audiences and then sharing it can be a worthwhile
activity.
By choosing some core pillars to provide original content
on, then having a ‘satellite’ of secondary topics where a content curation
aesthetic is applied, can offer organisations the opportunity to have their
cake and eat it too.
Certainly, it can help communicate and engage with secondary
target audiences where marketing and communication resources are not normally
expended. A ‘reverse-flow’ positive impact on primary target audiences can be
instigated, as the secondary target audiences become sharers and advocates of
that curated information that received the imprimatur of the organisation.
And as word-of-mouth (WOM) now has social media through
which to accelerate its ‘virality’, this momentum of sharing has even greater
potential than it once did. Especially since the digital age has cultivated the
behaviour of social sharing (digital gossip) amongst its netizens.
Just remember: “Your story travels further the less you
mention your brand.”
Branding and
positioning in content marketing
The social infinity does not seem to have canvassed the
aspect of content marketing that relates to positioning and branding in great
depth. Important elements in this dialectic are the sorts of content that are
embraced by an organisation and who, from the organisation, does the
‘speaking’.
Further elements include what role does content (and content
cu-ration) play in the broader content marketing context, are there any
dimensions that are ‘off-limits’ and what is the rationale driving the content
marketing plan?
Firstly, in regard to the content itself, each element of
content that emanates from an organisational employee contributes to an
organisation’s branding, positioning and, to a lesser but still potentially
significant degree, its differentiation. Choosing these topics should be driven
by the strategy; content topics should not be picked up randomly simply because
they are ‘topics du jour’ and of immediate interest to target audiences (i.e.
how do these topics relate to brand-target audience relationships?).
Secondly, in traditional command-and-control organisations
and those that apply a similar authoritarian approach to their communication,
it has been a CEO-and-damn-the-troops mentality. I don’t espouse this approach
but, regardless of this, whatever approach an organisation takes will impact on
how much content it can feasibly generate and curate.
From a pure practicality perspective, whilst thought
leadership can be applied in a limited but still quite effective manner when
adopting this antediluvian approach, it is simply not viable to apply it to
content marketing:
• A primary reason for this is that content cu-ration is more
than just re-tweeting or otherwise sharing. There needs to be a qualitative
value-add from the organisation to some degree some of the time.
• Involving employees in content creation educates employees
on their industry which, one would think, helps them contextualize their work
efforts and give them information to get better at their job, increasing
productivity
• Employee involvement increases commitment to their
organisation – likely to increase productivity – and helps them become a
stronger organisational advocate
• Utilizing normal (non-marketing Martians?) minimizes the
need to hire additional marketing employees and can optimize financial
investment into the program – increasing productivity.
The most interesting and challenging aspect of this
dimension, however, relates back to who are those doing the curating and how is
this contextualized within an organisation’s branding?
• What are they commenting on?
• What is the nature of their value add?
• Is there a comms or marketing employee facilitating all
this cu-ration, or is it the relevant individual doing it solo after, perhaps,
some initial briefing and some guidelines have been set? This relates to the
third point I flagged above.
Fourthly, and this is perhaps the most fundamental aspect,
the rationales driving the strategy will determine all of those issues noted
above.
The ‘personality’ of
content marketing
One of the interesting questions about both content strategy
and thought leadership is should it be refined and targeted to within an inch
of its focus group-tested life, or should it be sprawling, multi-faceted and
reflective of the tumultuous, fast moving environment in which most
organisations exist – and which, in fact, mirror target audiences’ existences?
• The drivers of communication strategy
• What market research tells us what will engage target
audiences and prompt them to enact required behaviour (e.g. purchase, whisper
sweet reputation-enhancing nothings in their contacts’ ears et al)
• Perhaps, too, there is a unique emphasis or shading in the
content that is delivered via various communication mechanisms
• Branding/positioning/differentiation
• and what of the impact on content for each organisational
spokesperson due to their own interests, preferences, knowledge, passions and
the customer/target audience segment they are responsible for?
Whilst it will be the organisation’s brand/personality that
dictates the answers to these points and queries, in general I believe there is
room for both schools of thought – the refined and the rambling (i.e.
humanistic) – to work hand-in-hand.
A focus on topics and messaging that is relevant to the
organisation and engaging for target audiences seems a prerequisite. But, and
this is important, to rein in thought leadership or any other content to within
a narrow set of parameters risks the organisation being perceived as cold,
calculating, self-centered and predictable.
(Content By SEOSolutionsIndia)
