One of my favorite movies of all times has always been inception. It is arguably a thought provoking movie and particularly being a content marketer; I believe that there are a lot of things that marketers can learn from the movie and relate to. In fact, at its core, content marketing itself is a form of inception. In other words, it is a medium of planting an idea in someone else’s (prospective customer’s) mind.
And just like we see in the movie, planting an idea in someone else’s mind is a tricky business. Every day, hundreds if not thousands of blog posts and billions of content pieces are published and shared on Twitter, Facebook and other social media platforms across the internet. However, only a fraction of this content manages to make a cut through our mind and furthermore even less succeeds to embed the idea deep in our subconscious.
Goals of Content Marketing
Content marketing has successfully emerged as one of the most influential and powerful mediums of modern age marketing. This is because modern day marketing is less about the stuff or products you make and more about the stories you tell.
We all know that human’s beings love stories and marketer have realized that this is a room of exploitation. Today, brand storytelling has become an essential part of marketing. A good story reinforces your corporate agenda by establishing an emotional and personalized connection with your audience and above all, it plants the idea.
Why Content Marketing Isn’t Working For Me?
The reason why many brands struggle with content marketing ROIs is mainly because their goal is just to put tons of content to a myriad of channels and platforms to be discovered by consumers and search engines. This may boost your search engine rankings a little, but that is not the ultimate purpose of content marketing.
To be honest, the goals of the content marketing program is subjective and differs from business to business. However, for a long-term success, the key is to define your objectives and scale your content marketing strategy regularly to fuel more efficient, and plentiful content creation.
Tips to Effectively Scale Your Content Marketing Initiatives
For startups and small business, the road to content marketing success is to start with basics and gradually scale it up. With the passage of time, your reputation will start to grow, and you will enjoy the ease of getting published on multiple platforms. This is the point where you will have the opportunity to add more layers to reinforce your message and achieve exceptionally high ROI.
As a beginner, you might find it difficult to produce content that offers different voices, stories, and perspectives. If you are looking to scale your content, here are some tips that will help you create content that results in stronger business results.
- Create Initial Content Marketing Strategy
According to research 63% of online businesses don’t have a documented content marketing strategy. If you haven’t done this already, make it a priority. Having a predefined and documented content marketing strategy will help you work more efficiently, and more effectively.
Here are some critical elements of a documented content strategy.
- Identify your target audience to align content production with buyer needs
- Plan how you’ll create content and allocate your resources more effectively
- Mark significant events, holidays and seasonality on the calendar so that you have material lined up and you have the opportunity to publish them before your competitors.
2. Develop a Production Process and Make Sure Everyone Understands It
In addition to defining roles, make sure you’ve put a structured process to manage the flow of content creation, distribution, and measurement. This is basically a step-by-step process engineered for your team to streamline the content marketing strategy you’ve created.
This will create efficiency in your team, and the process will help them to move forward. Also, make sure that everyone in the team is participating and understand how it works.
3. Develop writer specialization
All writers are not created equal, so it’s wise to assign writers with the tasks they specialize in. In our organization, we have different writers for different domains. I am designated for guest posting, and some of my other colleagues write product descriptions, infographics, and eBooks etc. In this way, we are comfortable with our tasks, and this has turned out be super productive.
4. Hold Editorial Meetings to Stay Focused on the Same Goals
Bring together your entire publishing engine altogether and conduct a face-to-face content planning meeting on a regular basis. The purpose of the meetings is to foster creativity, uncover unique brand stories and evaluate the strengths, weaknesses, and performance of existing content. This will provide you a forum to strategize content production, discuss new ideas and make sure all topics fit into your larger content marketing strategy.
5. Prioritize Quality over Quantity
The focus of your content marketing plan should not only be just the number if blog posts published. Your content marketing KPIs must clearly reflect the content’s effect on generating leads and moving them through the sales funnel.
Content when created with its repurposing plan in minds can quickly and cost-effectively take one piece of content and turn it into many. For this strategy to work, your content creation must be driven by a pre defined documented content strategy. Another important
6. Use The Power of SEO
One of the main objectives of content marketing is to achieve better search rankings. Content writers must learn basics of SEO and be aware of the best practices in blogging. The basic rule of SEO is to create unique and 100% original content. Copied content is penalized by search engines. It is also important that you protect your content from theft. You can use tools like Google alerts. It is a free tool that notifies every time the content is lifted from your website. Similarly images are also part of the content and you must secure them as well. If your web development platform is WooCommerce, you use WooCommerce Watermark Image Plugin that will allow you to add watermark to all your product images and thus all your images are protected.
Apart from above, content marketers should also learn social media, email marketing, lead nurturing, and marketing automation for a greater impact. These small techniques can help you scale your content and take your sales to a whole new level.
Like I mentioned earlier, the goal of content marketing is inception. If your current approach is failing in inception, it’s a problem you can’t afford to ignore it for long.
If you want to scale to a new level where your content marketing has the ability to break through the uprising digital noise and clutter; you need to prepare your team with efficient processes, and an intelligent strategy to carefully sneak into your costumer’s mind and plan the idea there.