Balance Your Content Marketing Management
Categorized in: Content
It’s true that content marketing creates the foundation for most of your digital marketing efforts. Most strategies that are part of digital marketing are further enhanced by content, including SEO, because great content becomes more visible in the search engines and social media, because you need great content to share. These are only a few examples, but they are designed to illustrate the point – that content is crucial.
Understanding that content marketing has a variety of functions within your digital marketing is a good first step. Content strategies that take into account all these possibilities will be a lot more effective. This is where balanced content marketing comes in. Achieving balance, or the art of creating a strategy that fulfills multiple purposes, is important. Here are some thoughts on how to do just that.
Define Short and Long-Term Goals
First, a good content strategy needs to account for both the short term and long term goals that are associated with the larger digital marketing program. So, before you get started thinking about your content marketing strategy, you need to clearly define what these goals are. That way, you can determine how content marketing can best support them.
It also helps to define the priority of each of these goals. Most organizations prioritize goals such as getting more leads and growing their businesses as being the priority goals. In any case, most of the short-term goals are designed to support growing the business.
Uncover Your Ideal Content Mix
This will depend on the industry, but balance is also a consideration when determining your content mix. A lot of this will depend on your audience. What types of content do the members of your ideal audience respond the best to?
In order to do this justice, you’ll need to consider things such as how much evergreen content to write, the ideal medium for your content (short articles, long form content, videos, etc), and whether or not to cover industry news. The definition of “balance” when it comes to this will depend on your industry and audience.
Create a Flexible Plan
One thing to keep in mind when discovering your idea and balanced content marketing strategy is that you should always remain flexible. While it is great to schedule things far in advance, including topics and accompanying social media, this level of planning could be somewhat stifling. Most of the companies that have string brands leave some room to play a bit. This gives them the opportunity to share timely industry news, discuss an upcoming conference, and change topics to one that appears to be top of mind for customers.
For example, if the schedule has the next eight weeks of topics accounted for, it can be difficult to justify adding in some industry news. However, this is the type of content that can bring a brand to life. It’s all about finding the right balance.
When it comes to content marketing, it is important to maintain a balanced mindset. Organizations need a strategy that is flexible and structured at the same time while also perfectly satisfying their needs.
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