7 Steps to Successful Content Marketing
By: Rob O'Regan & Jim McGinty | 04/03/2018
Content marketing is not rocket science – but it can get complicated. Here are seven steps to help you create high-impact programs that move the needle on your business.
Step 1: Define your target. Buyer personas are a foundational component of a content strategy – if you don’t understand the needs and pain points of your target audience, you’ll have a hard time delivering content that motivates them to learn more.
Did you know: 16 people, on average, are involved in a major enterprise technology purchase.
Step 2: Assess your current state. Take a broad view across all of your existing content. There may be gold to mine – or gaps to fill. Assess for relevancy, freshness, audience, topic, and format; by categorizing this way, you’ll quickly see opportunities for new content.
Did you know: 79% of IT decision-makers say if they can’t find relevant content from a vendor, it negatively affects their impression.
Step 3: Dig into the data. Metrics should inform every phase of your content strategy, so look for the tools that help you understand the buyer’s interests, and the way they consume content, on your own website and social media accounts, as well as across the broader digital landscape.
Did you know: 83% of IT decision-makers have registered to receive tech-related content in the past 6 months.
Step 4: Document your plan. Create a strategic plan that clearly defines core messages, processes, and style guidelines. Include a 3/6/12-month editorial calendar for launching and reactivating content – but remain flexible enough to revisit and adjust as needed.
Did you know: 43% of tech marketers have a documented content marketing strategy.
Step 5: Create a nurture stream. Ensure you have a process in place for delivering the right type of content, in the right format, through the right channels, at each stage of the buyer journey. Your goal is an end-to-end narrative that builds toward a conversion.
Did you know: IT managers download an average of six assets during the purchase process, but IT professionals download just three.
Step 6: Find the experts – wherever they are. Bring out the voices of subject matter experts within your organization, and bring in the voices of outside influencers, to build authority and credibility around your message.
Did you know: The top 3 measures of value for tech vendor content sites are (1) credibility, (2) brand reputation, (3) clarity of information.
Step 7: “Atomize” your content. Create a few core “hero” assets that can be used to create many derivative pieces of content – including blogs, social posts, infographics, and other interactive/visual content – to maximize resources and extend the reach of your thought leadership.
Did you know: 70% of technology marketers plan to produce more content in the year ahead than they did in the previous year.
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs