November 19, 2013

Marketing - FreeDigitalPhotos.netThe concept of content marketing has generated a lot of buzz, and for good reason. It is a great way to ensure that you are generating a lot of traffic to your site and to keep your customers and clients engaged when done properly. However, without going about your content marketing in the proper way, it’s easy to put in a lot of effort for very little payback.  Whether you have just implemented a content marketing strategy or are attempting to determine why your ongoing strategy has seen few results, there are many things you can look at to guage the effectiveness of your approach.

Be Sure To Have A Strategy

Having quality content is just one piece of a much larger puzzle. While it may seem obvious, many organizations neglect how important it is to have an all-encompassing content marketing strategy. This process should start with developing a clear set of goals as well as standards that you want your organization to meet. Follow this process up by documenting this strategy. Everybody who is involved in the content creation process should read this document so that they are completely on board with the strategy as well as its goals.

Determine Who Is Overseeing Your Content Marketing Strategy

Having a diverse range of talent is good for your content. However, without a singular viewpoint overseeing your content marketing strategy, your overall approach could potentially suffer. Determine who is in charge of the content marketing, and ensure that they are in charge of seeing that all content marketing goals are executed thoroughly.

Pay Attention To The Tactics You Are Using

Effective content marketing relies on the use of several different tactics. In general, the more tactics you use, the more likely you are to succeed in your content marketing strategy. It can be a bit intimidating to think about using a wide variety of social media tactics, especially if not all of them are free. Because of this, a good place to start is with social media sites, email campaigns, and blogs that are free, or close to free. From there you can implement more tactics into your content marketing strategy as the need demands and as your business’s budget allows.

And last but not least, it is important to remember that spreading your content marketing strategy out to several different tactics is only effective if you are producing enough content to keep up with the demand all of these tactics require. Ensure that new content is being produced and released on a regular basis, that it is timely and relevant, and that it fits within your marketing strategy. While there are no guarantees, research has shown that those who follow these basic strategies have a much higher success rate than those who do not.




Sean McPheat

Managing Director

The Internet Marketing Academy

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