A ‘content marketing strategy’ is, according to the Content Marketing Institute, “…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” The same organisation defines a ‘content strategy’ as the “creation, publication, and governance of useful, usable content.”
How’s your content marketing panning out for you?
Do you have a strategy in place, or are you just flinging your stuff into the ether and hoping it’ll make an impact?
Too many people think that a blog post here or there will cut it. Maybe they’ll lengthen their posts a little to stretch beyond the 500-word mark. Maybe they’ll start sharing to their Facebook page a little more often (let’s say twice a week instead of once in a Blue Moon)
Here’s what you should know:
Your content is probably fine. It’s your strategy that bites the big one.
If someone saw your content on a different channel, or without your logo attached, would they know that it came from your brand? Without careful planning, you could end up with content produced in a jumbled assortment of tones and voices which may not use language consistently or provide a clear and consistent image of your brand.
More common in larger organizations and often exacerbated by external entities like agencies and freelancers, an inconsistent brand experience can nevertheless be a problem for businesses of all size.
Though some might think a brand that sounds human is more important than one with a consistent tone, a brand voice isn’t necessarily about sounding non-human: it just means creating a voice that is consistent, and positioning your organization as an authoritative and easily recognizable source of information for your area of expertise.
So we’ve all heard of brand name strategies and we’ve all heard of content strategies. But despite what most may think they are not actually the same thing. It’s true that they fall under the same umbrella strategy yes, but in truth their differences are as great as the textures and uses of the shaft vs the canopy, they make up one very useful item but are used and understood differently while at the same time still connecting and supporting each other.
This is the very nature of business strategy when done right. Different components all working singularly in a greater master machine, all independent in their importance yet moving together like cogs in an engine.
So in our quest to oil up those gears, let’s start by examining how they fit together.
Is it possible to be everywhere at the same time?
For a regular person, no.
For a business’brand, yes.
Omnipresent marketing is a goal that all businesses should strive for.
You might think that creating killer content is all you need to do. The fact of the matter is that this is only half the battle.
A content distribution strategy is equally important. It’s what helps you ensure that all the right people see your brand in all the right places.
We’re well into the beginning of 2019. In terms of digital marketing, we’re heading further and further into a world where information is hurtling through the web at a crazy pace.
The concept of six degrees of separation has morphed into 6 seconds of separation. It’s no longer just about who you know but knowing where to look.
The world has never been more accessible.
Anyone almost anywhere is now tapped into the information highway, but as things usually go in the fast lane there, constant change is ever-present. Just when you’ve gotten use to one thing – BAM – it changes!
This begs the question, what will be changing in the months to come?
It’s time to shed some light.
Finding topics to blog about is a real struggle for so many people out there.
Even if you enjoy writing, generating ideas can be a bit of a pain in the ass.
After all, there’s really only so much to talk about, right?
I have a foolproof way of drumming up blog post topics that’ll see you through the rest of the year.
And I’m going to share it with you. Because that’s just how we roll at GPL HQ.
In the previous post, we touched on the the three big content creating ideas: Blogs Podcasts Educational/Instructional Videos If you can harness the power of all three of these, good for you. If you can only manage 1 or two, and do them frequently, you’ll be a-okay. That’s not all there is to it. There […]
It’s getting close to the end of the year – you can literally see the New Year poking its head over the horizon. Ten to one, it’s been a long year of running in the hamster wheel, racking your brain for more and more content creating ideas in the hopes of generating some viable leads. […]