Over the last year MarketingWise has blogged about the importance of creating a content marketing strategy and then implementing that strategy consistently throughout the sales cycle.
Indeed, implementation is key and determining how to best leverage the content you create, manage your resources, be accountable to deadlines and facilitate collaboration are necessary steps.
Ugh!! This is an enormous undertaking. The importance of the content marketing workflow cannot be overstated – but how do you keep track and manage so many moving parts? How do you manage the full spectrum of the content marketing puzzle?
Don’t despair. If you take into consideration the four steps below, you will be able to manage your content marketing workflow much more easily and thoughtfully.
Four Main Components of Content Marketing Workflow
CREATE A MARKETING STRATEGY
Having an overall plan ensures a steady flow of content to engage your audience meaningfully:
- Research your target personae – What are their interests? Needs? Pains?
- Plan a content strategy that will resonate with your specific audience/market
- Align your strategy with your marketing message and sales cycle
- Be thought leaders – know your industry intimately and stay on top of new trends and developments
Creating a content/editorial calendar that is designed to manage, maintain and control the assets of your content marketing strategy will ensure a steady flow of content.
- What assets and resources do you need? – Will you be creating blogs posts, infographics, white papers, videos, case studies?
- What topics? – Align with your marketing message and your target audience’s interests and needs
- Establish keywords – know what your audience is looking for and benchmark against the competition
- Allocate necessary resources and assign tasks to specific team members; create due dates and publication dates
- Use the editorial calendar to enhance collaboration - track drafts, edit, approvals and feedback
Make sure you know through which channels your content will be distributed – this can also be tracked on the editorial calendar.
- Media destination – will the asset be distributed via Twitter, Facebook, email, website, blog – or several of these channels, all at once?
- Establish your target audience – where are they hanging out? What information do they need at what point in the sales cycle?
- Determine the ideal time to post content to different media channels for maximum amplification
- Consider how content can be repurposed – a white paper might provide great material for a series of blog posts, for example.
ASSESSING AND TRACKING CONTENT
This essential step in the content marketing workflow is all about analytics, analytics, analytics! Don’t forget to measure and learn about how your content marketing strategy has performed.
- What was consumed?
- What leads were generated?
- How many conversions?
- Track social shares, social chatter
These four components of the content marketing workflow are equal parts strategy, heavy lifting, and science that will lay the foundation for a successful content marketing campaign.
We are thrilled to announce that MarketingWise is preparing to launch the next generation of marketing automation software with content marketing workflow features and capabilities.
Make sure you are on our list so you don’t miss out on important updates and announcements.