I’ve been obsessed with content marketing recently.
What is content marketing? Who needs content marketing? Is content marketing really important?
At League, many of our clients are our friends. They are entrepreneurs building their way to success, and our role in that is helping them create their brand, build online presence, develop content, and market that content. We’ve learned quite a bit along the way to streamline that process.
I’ll get to those friends in a bit. So, what is content marketing? The Content Marketing Institute says it perfectly:
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
In an nutshell, the goal of content marketing is to transform content into conversions.
We hear this all the time, everyone knows content marketing is important, content creation is important, but what exactly is the process, what are some content marketing examples?
I have combed through materials, books, and blogs. Here are my laws of content marketing procedure:
1. Practice content marketing in order to monitor your influence.
Your number one priority is defining where your audience is on the internet. How do you do this? We’re going to use a baby shoes company again, this time let’s give them a name: Smooshie.
As head marketer for Smooshie, I already know my target audience is women between the ages of 25 and 38 who have or know someone who has young infants. But I’m not sure where these women are. So I schedule a campaign through social media, Google+, my website’s personal blog, and Youtube.
After a week of launching my campaign, which includes a few posters of dirty baby feet and Smooshie shoes next to them (everyone loves bare baby feet), and an article on how Smooshie makes shoes, my heat map tells me that most of my audience reached my content through Facebook.
Now, I have my platform.
2. Create different kinds of content and test which mediums are the best.
So, I create a podcast where the developer talks about Smooshie, and a happy baby and happy mother tell the world why they love Smooshie.
I create a video about the different color options for Smooshie shoes, and the environmentally friendly, all natural materials used to give your baby the best.
I write another article about Smooshie.
I create a Smooshie giveaway campaign, where mothers who share pictures of their baby’s feet with the hashtag #iwantsmooshies will win five free pairs of shoes.
The goal here is to cast a wide net. We have a good sense about where our audience is, but not necessarily what they respond to. Testing a variety of content will help us understand which campaigns work and which are risky.
3. Track your metrics
Using Google Analytics to track all of my content, I find out that my Smooshie audience is crazy about my giveaway campaign and also loves to share the video about shoe colors.
Now, I know to focus more time on Smooshie campaigns and to start a weekly vlog (video blog) related to babies and causes Smooshie is passionate about.
Let’s get back to those friends.
Depending on their business and end product, content creation and marketing will differ.
For a brand that involves organic, clean, healthy food, let’s say a co-op called Rawfully Organic, educational videos and podcasts are a great way to raise brand awareness and cater to those who love the brand. This audience is focused on being healthy, and podcasts/videos that educate them draw them in. And Rawfully Organic is killing the content marketing field for a niche group; it’s crazy how bright fruits and vegetables can get so much attention.
What about a business in the dental industry? This audience just needs a reason to be excited about appointments. Content marketing strategy? Social media giveaways. Our orthodontist’s social media giveaway winners receive a brand new playstation for #hashtagging a picture of their white teeth.
Content marketing starts with what you can offer, how well you can create beneficial content, and how good you are putting results to use. Let’s break our example down into the common questions people have about content marketing.
What kinds of content should I create for content marketing?
Where can I market my content?
- Online groups; Google+, ArcGIS, Zoho, Medium, Digg, Stumbleupon, etc.
- Video sharing sites: Youtube, Flickr, Vimeo, Veoh, Metacafe
- Soundbyte sharing sites: Soundcloud, Apple iTunes podcasts, YourListen, PodOmatic
- Picture sharing sites: Instagram, Pinterest, Shutterfly, Snapfish
- Social media platforms: Facebook, Twitter, Instagram, LinkedIn
- Traditional media: Billboards, television commercials, Youtube commercials, Magazine ads
How can I track my content marketing results?
Google Analytics. Google Analytics is simply the best. You should already have Google Analytics for your website up and running.
You can use the ‘campaign tracking’ feature to build trackable links for each of your content marketing posts. Then, use ‘goal tracking’ in Google Analytics to view and track all of your metrics.
Content marketing requires strategy. Content marketing requires good content. Content marketing requires time and effort.
If you have any questions of content marketing, let us know. If you want us to help you create and market content, we can’t wait.
I should probably trademark Smooshie Baby Shoes.