Are You Making the Right Content Marketing Investments?

It is important that you make the right ongoing content marketing investments into your content strategy if you have already taken the initiative to create a content marketing strategy for your business. As you already know, there is no set it and forget it option for content marketing. You must… Continue Reading…

It is important that you make the right ongoing content marketing investments into your content strategy if you have already taken the initiative to create a content marketing strategy for your business. As you already know, there is no set it and forget it option for content marketing. You must continuously invest in your strategy, content and promotion in order to stay competitive.

Here are four things that you should check to make sure that you are making the right content marketing investments.

Content Strategy

While the timing of your content for scheduling purposes is important for your content strategy, you also need to make sure that your content strategy is successful enough to reach the your potential and existing customers. You need to create clear messages that attract the attention of your readers and are targeted to towards your business’s unique buyer personas.

If it seems that the entire world is reading your content or contacting your business, then that is a clear sign that you need a more targeted audience. You should not expect to receive high level engagement from every type of visitor to your site. This will only increase the costs for conversions as many of these individuals likely aren’t interested in purchasing your product or service.

Content Creation

Content creation is one of the key aspects of any content marketing strategy because you simply can’t do content marketing without it. In addition to making sure that your content is distributed on a regular basis, make sure that it is being sent to the right channels.

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Create a content marketing budget that is sufficient enough to support all of the key elements of content creation and planning. Content creation is a complex process that really requires the successful combination of a few elements:

1. Keyword Research  – What are the keywords that drive users to your website and help them to get the answers that they need with your content?

2. Market Research – You must develop buyer personas that tell you who your customers are and what their preferences are. Then you will need to develop content ideas based on your analytics data and the keyword research you have done.

3. Multimedia content – Will your site content incorporate images, videos, or other interactive content? If so, consider the costs of creating these items in addition to the written content so that you can develop a comprehensive content calendar that includes these items as well.

4. Staff – Will your employees or staff need to be involved in the process to create and publish the content online? You must make sure that you specifically set aside time to include these individuals in your content strategy.

By creating a detailed plan for the content creation and promotion, you can ensure that your content marketing efforts stay on budget so that you can allocate a larger portion of the budget towards content creation for best results.

Content Promotion

Are you using any advertisers, guest bloggers or retargeting tools to promote your content online? Earned media is a vital tool of content marketing that is designed to increase the exposure of your content on the internet. With earned media, your content has the option to be exposed to new audiences that can help your organization to develop additional buyer personas.

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Social Media Distribution

Social media distribution is essential for getting your message out to the various social networks. While automation is helpful for the set up of social media distribution, it is still important to include human engagement in your strategy. You should also develop a strategy for your social media distribution that will help you determine how your content must be aligned with your social media conversion goals.

If you are looking for more resources to help you get you keep your content marketing investments on track, check out the following links.

Figuring Out Your Content Marketing Needs

Defining the Details of Your Content Marketing Budget

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