The first rule of getting to your destination is having an itinerary which shows you where you are going, for how long, which road is going to get you there and what you’ll need for the journey. That’s exactly what a content road map provides for your marketing efforts to give your business that competitive edge.
Content Marketing is what marketing guru’s term as brand publishing.
Are you delivering content your audience wants in a consistent manner while capturing the customer needs and managing your content as a strategic asset with ROI?
Let’s get to the road map step by step;
First things first, analyze your audience and build a business case which audits the current state of your online brand, then create a budget. You’ll need to answer these questions as the first step to discovering your target audience;
Who are you addressing?
What do they care about?
What are their challenges?
Where do they get their information?
When do they consume this information?
How much expertise does your audience already possess?
Does your audience know who you are?
How does your audience feel about you?
What devices do they use?
What questions do they expect you to answer?
So now you have a clear picture of your audience, you need to decide how your online branding is going to look like. Lay down your visual design elements, the type of channels you’ll use, then create a space for the content to live for you to get the most out of your marketing.
You need to consolidate pieces of fragmented digital content and present a one-stop-shop arena for all your content. Choose the platforms based on your business, be it a B2B or B2C you want to share right the content on the right platform, but don’t forget the importance of integration. For example, a business selling beauty accessories would have no effect employing LinkedIn as a primary platform, Instagram would instead be the ideal choice.
How you set up your content marketing team is vital in the development phase, consider this dream team; a managing editor, an analyst, a curator, contributors, SEO specialists, a community manager, and the creative designers. Should you be strapped for the team or resources, try outsourcing.
You have your audience, platforms, team, next you want to consider what you should be writing about, and how it aligns with your brand purpose. Your content structure, type, tone, and topics have to be relevant to the brand.
A key aspect here is ensuring you nail your buyer persona profile, which stage of the journey they are at, what concerns them most, thereafter narrow their keywords — not yours.
Your buyer journey should fuel your strategy for SEO Keywords. AIDA model is perfect for understanding your customer journey. How do you capture your potential customers’ attention and further getting them to take action and convert?
Now that you have customers down your marketing funnel, it’s time to measure the effectiveness of your strategy.
Consider these four metrics;
Measure your brand awareness growth, how many of your early-stage prospects are finding their way to your company website?
How is your brand health, understand how your digital audience feels about your brand, identify the prospects who became customers because of the content you provided them during the process.
Measure your conversions and retention of clients who continue to use your products and services.
Now that you have great content, should you sit back sip on your margarita and watch the magic unfold? Hell no! Even great content needs a push. Optimize your content by analyzing every piece of content and how it performed. Think of the best content, time, category, channels, paid or organic, bounce rates, conversion rates, the least engaging content.
Viola! You have a killer content road map. Go get ‘em!
These steps will guide you through your content journey and should be evaluated and adjusted after six months.
There’s been a fundamental shift in the way you create, consume and share content, it is selective in a way that you tune out the noise and pick what matters to you.
You follow, like, subscribe and recommend only the things you actually care about, so why not apply the same approach in your content as a business or marketer?