Content is important for a lot reasons. It builds brand awareness, visibility, and credibility for any product or service. If done right and structured strategically, it gives the best customer experience for a target audience and encourages sales.
For an effective launch campaign, here are some things you should know before you start your content marketing:
1. Invest in your content
The point of content marketing is to encourage more sales from potential customers. You need to convince your partners to buy in the importance of content marketing to build a good brand story and attract your target audience. There is no point in making content if no one sees it, that’s why you have to pay for it to be seen like in GoogleAds or Facebook Ads or invest in getting good content writers who’s had experience in the industry
2. Set your goals straight
Goals could vary from building brand awareness, customer engagement, to increasing credibility and trust. To ensure the success of your campaign, you have to point out firsthand what your goals are and align your content from there. It’s good to know your objective so you are effective in using budget and investment.
3. Define Metrics
You’ll know your content marketing’s effective when you’re tracking your progress. Keep in mind of “Key Performance indicators” (KPI) when you’re tracing. KPI is a measurable value that demonstrates how effectively a company is achieving key business objectives. A few common metrics include page visits, traffic from content, shares, conversion, time on site, and bounce rate- it all depends on what you want to achieve for your campaign.
4. Evaluate Internal Environment
Look into your company’s resources. Management of these resources is one of the keys to launching a successful campaign. There is a fair chance that you will do the bulk of work on the campaign in-house. Therefore, you need to assess and decide who is going to contribute to it and how much time they can devote to it.
5. Construct the Content Persona
Building your buyer persona profile will help your team engage with the right people at exactly the right moment in the buying cycle. You have all the necessary parts for creating a hypothetical customer profile including demographics, behavior, lifestyle and product use.
6. Conduct a Content Audit
Content auditing is taking inventory of how well your content is performing in line with your objectives. When you’re content auditing, you:
- identify ways to improve your marketing
- Find gaps in your conversion funnel
- diagnose problems with your SEO strategy
- discover your best performing content pieces
- improve your overall user experience
7. Find your niche
Identify what makes your content unique. Create an authentic campaign that showcases what makes you stand out from other competition. This helps you target your market easier from a wide scope of audience. Remember your brand represent your brand. The more real you are in your campaigns to who you are as a brand, the more likely your efforts will be recognized.
8. Create a content mix
There’s a wide range of content to choose from. Your content type could be anything from white papers, blog posts, infographics, research papers, videos and more. Define your content mix and make sure to balance the need between education and entertainment based on the information you’ve gathered.
9. Develop an Editorial Calendar
Get organized in your content creation by using a content calendar. When you need to deal with a lot of departments in a campaign, this tool is especially handy for keeping track of your content. A content calendar tracks the following:
- peak time and frequency for posts
- past content categories
- reminders and ideas for ways to recognize national observance opportunities
- distribution channel used
- latest changes made
All in all, an effective content calendar helps develop content strategy, cuts extra time and allocates resources wisely, organizes your content curation and creation, and helps maintain consistency in publishing high quality work.
10. Create Content
Finally, you need to create your content based on what you’ve put on your content calendar. Unique content is crucial to bringing in traffic to your site, making more prospects aware of your offer. Put in mind that quality means everything in creating your content so if you aren’t sure about what you’re writing about, have it done by experts.
11. Distribution Channel
A shift from traditional marketing to digital continues, making it more possible for a target audience to see your brand more than ever before. Yet, content marketers still struggle in reaching their target audience.
You should map out how you are going to distribute your content before launching your campaign. Check your resources- social media, newletters, etc.- and think of ideas on how t use these channels effectively to reach your target audience.