Content marketing or content is the power source for digital marketing. Without having unique, quality content, it’s so tough to do SEO, paid search, social media, email, etc.
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Whether it is videos, articles, blog posts, images, content and more, it is imperative.
We have different degrees of complexity when it comes to research and development of calendars and calendars.
Depending on our target audience and audience, we may limit ourselves to short articles, long articles, white papers, synchronized content, videos, B2B webinars or quick results and B2C’s short and heavy visual formats.
Regardless of our current planning and strategy level and our organization’s target group, we all know that we can increase the return on our content marketing and increase the efficiency of our production processes.
Here are eight tips to optimize your content budget and stop wasting money.
1. Adjust the Content Requirements with the Goals
This can be problematic if digital marketing channels like SEO stimulate demand for additional or other content. SEO and digital marketers need content to work hard.
If they are asking for it and it is a surprise, or if the format and theme they are requesting is not digital marketing or full marketing plan, this is not a good sign.
Take a step back and ensure that all digital marketing channels are in line with your organization’s overall marketing goals.
Then come back and see how each content contributes to the customer journey. From there, you can find shared content needs that match your overall goals.
The goals of SEO and other digital marketing channels should not be so different, so your orientation and audience should generate 100% unique and different content that is different from other channels.
2. Develop a Strategy
One strategy is not to say that we create two blog posts a week, do them SEO and share them on social networks. (If I walked here with one foot, I apologize!)
If you are on this ship it is no shame. It’s time to reach your goals (see above), do some research (and other information soon) and develop a broader strategy.
Yes, you need to know when to create and distribute the tactical part of content marketing. However, you should know:
- What do you produce?
- Why are you producing it?
- Your expected content ROI at a top-level as well as a channel-specific one.
The most important thing is: put all marketing channels on the same table.
Understand your goals, make them consistent, and make sure your content marketing needs to create a consistent strategy.
3. Learn from the Past
If you do not have a deep understanding of sales team analysis, channel stats and anecdotes, now is the time.
While we can speculate on what works well or what we want to promote, we must understand what works and what does not work.
Jane may think that the Quantum Physics article about how we design widgets is the best article ever written for the industry. And John is investing in the White Paper to compare all competition widgets under our social widgets.
Both can be accurate, and both can be based on what they think is essential in messages.
If you have data and can rely on how you can optimize, share and present content earlier, you can use it to influence future strategies.
We offer B2B content marketing.
4. Learn from the Competition
Although we can say that we are different and better than all competitors, or that nobody does what we do, there is always something to learn.
Even the fundamental analysis and documentation of topics, formats, and what we can see externally and participate in the search tool on competitive websites can help us.
We do not have to repeat mistakes from our competitors, and we can benefit from things that seem to work better and differently with us.
5. Listen to Your Audience
In addition to the preliminary analysis and review of the report, contact your team. Or better yet, talk to your customers.
- What are your weak spots?
- What problems did you encounter during the search and purchase process?
- What content has helped you?
- What do they want you to tell them?
- How can they find you faster?
Internal and external stakeholders can ask many excellent questions. It is not necessary to use a statistically significant sample or survey.
Use conversations, surveys and meetings to get this information and see how it fits in with goals, themes, and plans.
6. Use Your Experts in the Field
Content creation can represent a significant investment in the organization’s fixed and indirect costs. If you pay for external writers, photographers, camera operators, strategists, subject matter experts, etc. You will invest a lot.
If you have internal experts in the field, you will have a wealth of knowledge already prepared. The challenge is to disseminate this knowledge and convert it to content.
You have a strategy, and you have goals. You know what your competitors say and do, and you know what your channel needs, you have to generate content now.
Of course, Jane and John are not marketing specialists, and adapting to content marketing programs is not their specialty. It does not mean that we cannot use them.
- Get the bullet points from them.
- Ask them.
- Write a draft and ask them to add it.
- Ask them to give you an eraser.
By managing and extracting appropriate processes for valuable content, you can leverage internal resources and save on external and internal resources.
7. Use the Same Content in Multiple Ways
Content investment needs to be designed to make the most of it.
It can be used in several digital marketing channels for purposes other than marketing and adjusted in different ways, and we can benefit from it.
Furthermore, by being able to reuse the same content (unless it is news or related to hot topics), you can find ways to rebuild and take a different perspective in the future.
For example, if you have an excellent article on the next “mobile gadget”, you can write a redistribution of a tracking article near the deadline or even after: “Mobilegeddon, a month later: what we learned.”
By reflecting multiple formats, channels, and ways of reviewing and moving content, we can get more original content without having to start from scratch.
Besides, you can pay more attention and focus on a topic that creates sensible leadership, not just by sending messages and mentions a wide range of issues.
8. Measure Content Performance and Stay Agile
Although we can make the best 12-month plan, including goals, strategy, tactical planning and budget, the truth is that things are not as complete as we expected.
We need to add some agility to our strategy or process.
It means that we must always measure the performance of our content based on the goals set in the digital marketing channels and the highest level, and be prepared to adapt our strategy.
If we develop a lot on one topic, the answer may be to spend more time and postpone another question.
In other cases, if we do not see the driving force, it may be convenient to include other areas of the strategy or adjust the marketing and optimization plan.
Nevertheless, it is a fluid process that cannot be planned on a static annual calendar and is rigid and does not allow any adjustment.
Yes, you need a strategy and a long-term plan, but you need an integration mechanism that you can customize at any time.
Since content is the focal point and feature of almost all digital marketing channels, including search marketing, we know we need to invest in it.
Find ways to save money, increase efficiency and achieve better performance by proactively using our content marketing methods.