5 Content Marketing Fundamentals
A well planned and executed content marketing strategy is no longer
optional in order to stand out in the crowded digital landscape.
Content marketing is now a mandatory component of any Search Engine
Optimisation (SEO) strategy and a powerful way to give your audience a
great experience of your brand.
Content marketing helps attract new visitors and build a loyal audience,
which generally leads to increased conversions. Content marketing as
defined by the Content Marketing Association is the
discipline of creating quality branded editorial content across all media
channels and platforms to deliver engaging relationships, consumer value
and measurable success for brands.
For most of small businesses, all media channels and
platforms typically means a corporate website, some Social Media
engagement and hopefully some level of pro-active marketing in the form
of promotional e-mail campaigns or other digital or traditional media
To point you in the right direction, we've listed 5 Content
Marketing Fundamentals to help you plan and develop a content
strategy that delivers on your investment.
1. Plan: Know your Audience and Objectives
Before you start chalk out a plan.
You may not have all the questions to begin with, let alone the answers,
but beginning with why, who, when and how is a good place to start.
Who are you talking to and what areas of your business is of interest to
them? How will you communicate and engage your audience?
Remember - it's all about building a community interacting with your
2. Be Prepared to Spend
Ongoing creation of high quality content is neither easy nor cheap.
As a professional in your industry you are well placed to set the content
agenda, but if you're talents (and time availability) don't allow you to
be hands on in the entire process you might consider outsourcing as an
Here at Hub Com Digital, our management team develops an editorial
calendar containing the topics we want to focus on for the coming weeks.
We then internally work up an overview for each individual content piece.
In the case of an article that will be published on our company Blog as
well as our Social Media platforms, we would first develop the overall
premise of the article and give it a working title. We then attach a
couple of suggestions for a headline and send all that information to our
graphic designer to create a suitable image for the article.
The articles themselves are either entirely written by our internal
staff, or outsourced to external professional content developers, who
write the actual article based on the premise / title and headline
suggestions we provide.
3. Content for Brand Building
Gaining respect for your brand is not easy. It's the outcome of a process
containing many steps over time.
Relating information about the evolution of your brand and your journey
to the present gives credibility and builds empathy.
When planning your content marketing strategy, be sure to include
reference to your origins, what motivates you to succeed and what
motivates your customers to keep coming back.
The aim here is to create personal connections with your audience and
reinforce what your brand represents.
According to Robert Rose, Chief Strategist at the Content Marketing
Institute, telling the story of your brand can be likened to conventional
story telling at a level. In a post on CMI, Rose lists out ten steps divided into
three broad categories which will help you understand how to create
content that captivates and enthrals.
4. Content for Reputation
On-line reputation management, which involves the maintaining of your
digital reputation as well as dealing with negative public feedback, has
become a thriving business today. Many of us have Googled the names of
companies along with keywords like 'negative', 'bad' to check the
reputation of companies (and people) we are planning to deal with.
While most reputable organisations are unlikely to be subject to an
attack like the infamous case where a large number of websites attached
the keywords 'miserable failure' with a link to George W Bush's official
biography page hosted by the White House, the reality is that social
media networks have given customers a powerful platform and dealing with
negative feedback - whether it is true or not - is an increasingly
important part of modern business operations.
A pro-active content marketing strategy distributing positive content
on-line is a powerful way to mitigate the damage of an attack. It also
pays to have a solid policy for dealing with negative feedback in place.
Refer to our Blog article: Five tactics to address negative customer feedback.
5. Content for Search Performance
Search Engines like Google are making it increasing difficult to
manipulate their search rankings artificially. Google's documentation
clearly states they reward "high-quality" sites, and by this they mean
websites that give "great user experience" and "fulfill information
Just as Google rewards "high-quality" sites, it penalises sites for
"low-quality content". Before embarking on your content marketing journey
have a look at this important article on building high quality websites
in the Google Webmaster Central Blog.
A content marketing strategy requires a significant commitment of
resources. The impact is not usually instant and mistakes can be very
On the other hand, the long term benefits from building and nurturing a
community centred on your business are coveted by many for good reason.
Want to discuss this some more? If you would like to
know more about content marketing or about anything in this article
please let us know on the iASP Central Facebook Page, or Get in Touch.