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Most content marketing teams are small. About half of B2B and B2C marketers report content teams of one or fewer full-time employees, according to CMI’s annual research. With few hands on the content marketing deck, everything your team does should perform. Put these three tips into practice to get results – no matter how many people you have (or don’t have) on your content marketing team website development company in limbayat.
1. Document your content marketing strategy on a single page
If you’re a frequent reader of Content Marketing Institute articles, you know what I’m about to say. A documented content marketing strategy differentiates the most successful from the least successful content marketing programs, according to the research.
Too often, teams jump right into creating, distributing, and (sometimes) promoting content without pausing to build (and write down) a strategy. And some small teams think writing down a strategy isn’t necessary because they already know what it is.
Those lines of thinking, though, result in time-sucking, ineffective content marketing. Think of it like driving to an unfamiliar destination without a map or GPS. You might get there, but you’ll probably waste time on unnecessary turns, stops to ask for directions, and backtracking website development company in limbayat.
You must write down a content marketing strategy, but it does not have to take a lot of time. Answer these simple questions to create a one-page strategy (it’s OK if it takes up the front and back of a page):
- What are your business’s purpose and goals?
- Who is in your target audience? What are their interests and needs?
- is What are your content marketing objectives? What do you want your audience to know, think, or do?
- is What are your primary content topics? This is where your industry and business subjects overlap with your audience’s interests and needs.
- What type of content do you create? Identify the formats possible within your content marketing program such as blogs, videos, infographics, social media, etc.
- Where will you publish this content?
- At what frequency will you create and publish this content? (Be realistic. It’s better to increase frequency than to decrease it down the road.)
- What are the measurable goals for your content marketing program? Translate your content marketing objectives into quantifiable measures of success. Don’t forget to include a time frame to complete each objective.
Documenting the content marketing strategy is a huge step, but don’t stop there. Make sure to post it somewhere so you see it every day. Distribute it to all stakeholders. Then, add check-in appointments to your calendar based on your time frame to see if it’s working (or what isn’t working). Also review your goals and objectives again based on internal triggers (e.g., a new business direction) and external triggers (e.g., COVID-19).
2. Make the most of the content you’re creating
You work hard to create the content. Here’s how to make that content work harder for you.
Break it into smaller pieces website development company in limbayat
Emily King detailed how her company atomized its content in the article How to Atomize 1 Killer Piece of Content into 10.
They took an exclusive e-newsletter article and turned it into 10 pieces of content – some that required no additional work and some that required more effort. It still took less time and used fewer resources than if they had created 10 content items from scratch.
In the planning stage, think about what the best content you can create for your audience is – and how you can turn that into multiple additional pieces. You can do that by answering these questions:
- What topic would resonate best with our target audience?
- What unique angle could we take?
- Who would be the sources?
- is What would be the central piece of content?
- What other content could be created from it?
- is additional work would need to be done to create the other pieces?
The last question is critical to efficient content creation. For example, let’s say you decide to create a long-form article as your central piece and create a five-minute video from it. If you plan for it, you know that when you conduct interviews for the article you also should record them for video. If you hit on the video idea after writing the content, you’d have to go back and ask the source for a second interview.
Repurpose your content
If you follow the Pareto principle, 20% of your content delivers 80% of your results. Your percentages may not be exactly that, but I bet the concept does apply to your content marketing: Some of your content delivers big, but most of it does not.
Do more with the content that delivers big. These questions will help you figure out what to do and how to do it:
- Which content performed well?
- What format is it in?
- Should it be republished as is?
- How could it be updated or tweaked to be current and relevant?
- How could it be repackaged for additional channels?
The Content Marketing Institute blog follows this repurposing practice in several ways.