content marketing in 5 steps
DESCRIPTION
Get started in 5 steps 1. Determine measures of success. Any effective project starts with your goals and metrics – and starting a content marketing program is no different. Your KPIs will be different depending on your goal. Here are just a few examples. • Building your brand – media mentions, new visitors • Generate leads – gated downloads, lead source • Increase conversions – new customers, revenue won • Strengthen customer loyalty – retention, web engagement 2. Understand your audience. Customers, prospects, connectors or employees – your content must be geared towards what they want or need to hear. And where they’re feeling the most “pain” in their work lives. 3. Develop your messages. Consider what your audience currently feels about your product or service – and how you want them to feel. Create a short list of key messages that capture the essence of what you want to communicate. 4. Pick your format. The possibilities are many, including blog posts, videos, interactive tools and presentations, emails, banner ads or infographics. Remember to start with great content and choose the media mix from there. 5. Choose the right channels. Are you reaching out to internal audiences? Consider intranet posts, videos from thought leaders, or employee community conversations. For external audiences, try Facebook, Twitter, YouTube, Google+, LinkedIn or SlideShare.TRANSCRIPT
