In spite of having extensive knowledge in content Marketing, sometimes business strategy does not become fully functional and it may fail inevitably. An alternative may or may not work to the benefit of a company which is why getting associated with professional and proven sources becomes very significant.
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Reading latest articles and ebooks on content marketing models, strategies and knowing the absolute changes will help many businesses to move on with profitability. Further it is also quite notifying to see how business strategy can be innovative yielding traffic, customers and leads.
The following business strategy sources are highly professional to start learning more about content marketing.
This is the best leading source that provides most interesting content that explains every detail about content marketing strategically. Engaging content is not only proven but is also authoritative to guide the readers to enjoy good profits and results for their businesses. Some of the important topics covered are:
The articls published on Business2Community are highly interesting and written by very good marketing professionals who experience content marketing changes in their working environment. The information published is very engaging, ,applicabe and improves one’s knowledge in content marketing. The topics to read are:
Small business or a home-based business, reading content marketing articles at Forbes empower the reader strongly. Every article published here is quite interesting to read and helps in easy implementation. The guidelines are proven and quote professional experience and theory to follow.
For companies who are seeking a practical journey and route map to achieve their sales targets, marketo brings exclusively designed innovative services. Some of the result-oriented guides are:
– Marketing Automation
– Lead Management
– Marketing Cheat Sheets
– Definitive Guide Series
– Social Marketing
– Lead Nurturing
– Lead Scoring
– Marketing Metrics & Analytics
-Targeting & Personalization
– Demand Generation
– Lead Management
– Marketing ROI
Many professionals and experts in business strategy continue to work on what works and what not, and they are still working to explore on new business and content marketing strategies and models.
If everything is going well in a business then there is no concern at all. But when there is a problem, it is time to think whether it is really a pressing issue to opt for another model of problem-solving and that is where experts really come in to drill in the details.
However, if a business owner is already an expert who can really bring in a new changing strategy, it is most appreciating which we see in Business Magnates in 21st century.
Having initiated content strategy, many business owners are of the opinion that it is done and soon it will take over. In fact that has been the most common perception. Drilling more, conducting brainstorming sessions and re-examining every activity in strategy is very important in order to continue to stay with customer success.
The role and responsibility of an entrepreneur does not halt even for a while as the objectives and goals keep the passion in limelight. As a founder, there is more focus on succeeding and this leads to stay successful.
The ongoing content strategy will definitely be a source to thrive. All in all, there is an emphasis to watch over to make sure that there are good results coming up from the design, plan and execution. When businesses struggle due to single or multiple factors, it is time to sustain these and resume to the operations.
Ever since the emergence of B2B and B2C, online business started moving on a speedy pace and results have been overwhelming. As every business strives to keep up with its content marketing strategy, it is time to work on this aspect to meet the challenges.
Documentation has never been so greatly significant as in the e-commerce Technology times. In fact there is enormous growth in the documentation that is playing an empowering source for many businesses to plan content strategy.
Excessive or over complicated CMS or content management architecture will never help businesses but rather decline the performance of a business. Using content tools, resources and software in a specific format with an objective will yield good results.
Going by the expert sources referred above, it is now apparent that for an SME or a large enterprise, content strategy is an ongoing process that requires constant pursue.
Will all businesses follow the same type of content strategy? Is it going to produce successful results? These are some big questions that are posted in forums. It is agreed that the job of a Content Strategist is to make a content strategy plan work. But it will never be the same with the fact that, the products or services of each business is different and the segment of customers also varies. Therefore the solution for earning profits is to choose a strategy that is innovative, methodical, systematic, cost-effective and easily accessible to customers.
For instance, if an ice cream is parlor is launched as business in your area, what is the best way to get your customers? Most common practice is to either offer a sample cup, or distribute brochures or visit door-to-door telling about the new ice cream outlet. But according to business experts, to grow business on a fast pace to spread across your new outlet is to introduce “buy 1 get 1 free” offer as customers avail this benefit as it include families, young people and elderly. Therefore, innovative ideas have a potential scope for business success, if planned with strategy.
Pitfall to Avoid in content strategy planning
Web content, blog posts, article publishing, Press Release, brochures, Internet ads and any other content material distribution must be carefully planned as it brings either positive or no-response results. Some of the best tips in content strategy planned are:
Easy and simple format of web content focusing customers
Web compatible colors and fonts impressing customers
Scope for contact, comment or reach a help-line
Attractive brochure design
Accessible and realistic call-to-action
Customers are always working on their interests. If your business is able to solve or tackle any of their problems, your products will flourish. Therefore make sure that your content design is in fact helping, solving and offering reliable source to your traffic.
Choose content designs effectively
With hundreds of new businesses launched every day, sometimes consumers are flooded with plenty of information and literature and most of the products remain unpopular. To stay in demand, you need to design your content selectively keeping in view of the segment of your audience such as age group, income group, how would they like to browse the website, navigate and find out information and such other details must be kept in mind, while designing the content. Colors, background, fonts and other format must be systematized and used analytically to convey message and develop interest to opt for services.
There are many ready-made templates available and these are free. Choosing according to your business category and developing content will save a lot of time and supply new ideas.
Apply change management in content marketing
When content marketing is in implementation, it must be changing and varying from one method of solution to another. For example, if a Press Release has been published, it cannot go as a blog post in a re-written format. But it a new blog post title along with new content must be developed and published. Such as these in the form of PowerPoint, graphs and other online formats must be rotating by producing fresh content. The more is the quality of content, the better are the results. Focusing on content development, businesses are enhanced in its operations.
Analyze your audience needs, views and interests
While a prospering business has all its market strength, profitability and expanding customers, startups find it very difficult to make rapid progress and the reasons are widespread. But primary objective of a new launch should be to convey and reach customers by exploring many ways and methods to systematically approach and deliver services. Customers go by trends and seasons. For example festivals, new launch of products and industrial fairs or discount sale will attract a large number of customers. Although saving is one of the biggest factors of customers, if your products are of high quality, customers definitely make a big change in their savings plan.
Give priority to Google Ads, Face book Ads
Google Ads is the most convenient and cost-effective method for a business. You can set your budget and choose your keywords. You will definitely very good traffic and customers. Since social media website Face book has crossed 1 billion members.
Going by the facts, content strategy plan has its core important and significance. In order to cast a consistent and proven limelight, it is recommended to keep working on it and test the results again and again.
Content strategy plays a pivotal role in the success of a business. As a strategist, there are many sections and areas for you to care for, but it begins with your brand and industry. Your research for choosing content strategy is based on your industry.
I. The following key areas must also be described:
Brand : What is the performance of the brand in the present scenario? What are the values and propositions? What improvements are required in the areas of non-performance.
Goals: What are the present and future goals of the brand. What plans have been designed for achieving targets. How these targets will be achieved.
Setting: Whether online or offline, clear and distinct plans for execution must be designed. Also the division of current audience and targeted audience must be also be described.
II. Background Research
Research must involve the following:
Targeted audience and their needs must be identified and if these do not exist, we need to create needs.
These are very valuable to eliminate roadblocks and to draw the best information about internal processes.
This is about quantitative assessment of the content that is already available and it is important to collect data viz., URLs, meta data, links, authors and target keywords along with the dates and updates.
Evaluating content as good quality or bad quality, such as by checking bounce rate, social sharing analysis, traffic analysis, trend analysis and conversions are also taken into account for content audit.
If any of the topics were to be covered and these were not included, a complete analysis will be retrieved to bridge the gap.
Complete examine of immediate and future competitors will be assessed in order to establish brand recognition for long-standing.
Surveys: Google Consumer Surveys is most reliable to reach a set of normal audience. Using Qualaroo will help in taking poll of visitors who visit your website.
Heat and scroll maps: Crazyegg provides more details about how visitors are clicking and they are scrolling.
III Blog – Inspirational Tool
A business blog is not about how big is the company, but it is about keeping a connection with audience by developing most creative and inspirational content. It must be remembered that every segment audience have needs and as a company, if you can identify and fulfill those needs, your company’s content strategy has won the interest of audience.
IV Offsite Content – Popularity Tool
There is a need to more attention to prepare the content for faster brand image and this may be the circulation of brochures, videos, emails and campaigns, it must be in the interest of audience for quick recognition.
V Creating a Governance to succeed in content strategy
Governance is about creating rules for content success and this includes brand, voice, style, content architecture and infrastructure. Paying good attention to brand guidelines, style & voice guide and enabling readability will help to receive the interest of audience.
VI Managing Workflow by designing rules and documentation
The content team and the opinions of stakeholders along with legal team participate in many ways to the workflow by supplying required and relevant content. The brand life of Content Cycle is explained as:
Ideation (Content team and managers)
Developing Content (Teams)
VIII Plan of Action for success to evaluate content strategy results
Controlling, monitoring and examining the results in performed in this module. It is true that it takes time to enjoy the results, but to this effect a plan of implementation must be prepared. These include:
Editorial Calendar : A guideline to do first-things first, a road map and who is assigned what jobs are also detailed.
Regular meet with content team: A timeline for completing jobs and setting targets will enable speedy and organized work.
Social strategy: Selecting few channels that help company’s strategy to get promoted and publishing content relevant to those channels will help brand recognition.
Clear perspective of content strategy plan will lead to successful results. Beginning from research to the brand recognition plan, every step of plan is a process and must be implemented methodically using the above tools and accessories.
Innovation and great ideas work most successful for content strategy plan. Testing by surveys or polls will offer a better view about the success and will also be a reliable source to design more in the future. It has been a practice for many SMEs to follow a successful formula that has clicked for few companies. Although it is a good practice, it is never recommended with the fact that consumers are more educated and they can quickly identify the strategy and may not opt for it directly.
Conducting a product-interest research and checking the market interests, statistics, competitors attention and overall success rate can offer a profitable view to choose an innovative content strategy.
Although the key plan for designing a content strategy is similar that was discussed in The Route Map for Content Strategy – Part I, there are several performance indicators that prove to be a measuring scale for reviewing the results. Also it helps in better promotion of products via several methods. The following are the statistical measures for ensuring to plan a content strategy that assures 200% results.
Data Reports of Product Market
Key information is available in data-driven information. Collecting a reliable source of information about your business or products that details about the present production, supply and demand will enable whether your content strategy plan will set the path for making an entry into the market.Performance of competitors
2. Lacking areas of immediate sellers
All suppliers cannot meet the heavy demand of consumers. Because of the fact that consumers have a variety of interests and customers are always in search of new brands and services. Taking majority of decisions in the interest of customers and launching a business content strategy in that methodology has more rate of clicks.
3.Analyzing Profitable Factors by bridging the gap
Each business has its own pros and cons and there are many customers who prefer only branded quality of products. If 60% of consumers are with your competitors, you still have 40% of consumers to bridge the gap and offer your services. Designing a content strategy with clear motives, objectives and targets will enable to make a measurable plan.
4. Audiences calculation of Interest and percentages of Interest
The assessment of purchasing power, buying behavior, consumer psychology, choice of interest and analysis of buying psychology, can be a guideline and valuable information in designing a content strategy. Although more and more consumers are opting for e-commerce, if your audience include offsite buyers, you must have a content marketing plan for them as well. Collecting the data for several channels will support a practice working module for content strategy plan.
5.Media Nearly Reachable to the prospective buyers
Facebook, Linkedin, Google Ads, Banner Ads, Text ads and Newspaper ads must be reached on a cost-effective method. Remember your aim to educate and inform your audience and generate leads and enquiries. Therefore choosing widely applicable advertising and marketing methods will bring faster traffic.
6.Easily Communicating Literature
Simplicity, clarity and impressive content is greatly in demand. If you are really planning to reach a wider audience for your business, the content marketing materials must be very simple, easily understood and must be engaging adding value to their life style.
7.Enabling Consumers for profitable decisions
Decisions are most complicated, particularly from the perspective of consumers. Emphasizing on the benefits alone will never impress a consumer. There must be a need and helping customers identifying their needs and long-term usability will build a business profile.
8.Capturing via high quality
Quality can never be undermined as customers prefer quality goods and keeping this important fact in view, supplying high quality products will soon win a favor.
9.Delivering Optimized content
Content and quality product go together and if your content strategy is focusing on these two factors, you are treading the path of success.
The disappointment and distress in content strategy is quite common and this is due to the lack of attention to the environment of consumer and not paying a closer view to the market index and customer segment.
While the brand recognition, reputation, company goodwill and glorious accomplishments do work for many MNCs, it is very important for continuance of good working content strategies will prevail.
The role of a content strategist is more on the statistical and analytical side while being quality manager in content strategy development. The practice perspective will definitely bring good results.
While MNCs generate innovative business content strategies and invest more funds, it is always SMEs who struggle to get recognized online. Web content, blog posts, SEO article writing, Press Release and content marketing, although play a vital role, due to stiff competition, small business owners never know their volumes of success or failure and in this process, they endeavor constantly seeking for quality measures to grow popular online.
Going by the statistical data of similar line of businesses launched online and as thousands of web pages keep getting added, it is quite significant to test and evaluate the content for every business. For example web content must pass through content audit to establish its authentication that it is meeting the set parameters of goals and objectives.
But not all website owners know and understand about “Content Audit”. The definition is “an accounting of all currently published web content” (source: Wikipedia.org) “cornerstone of content strategy”. It indicates a fact that the assessment and its relation to the assets is evaluated and this is also termed as “website content analysis”.
Types of Content Audit
There are three types of content audit in practice to the goals of audit are also prescribed as a part of planning and process.
Full Content Audit
Partial Content Audit
Rolling Content Audit
Full content audit is a thorough and comprehensive analysis and accounting of website content.
Partial content audit attends to a part of the web site content which will be an essential hierarchy for a site.
Rolling content audit carries out monitoring and maintenance of initial scan and thereafter depending on the requirement periodical scan and changes are performed.
Advantages for Business via Content Audit
1.Clarity in delivery of messages to the customers
Every business allots first preference to customers. By setting the content for customers interests, you are promoting customer products while helping your business move on. This aspect is carefully monitored in content audit and significant changes are made.
Opting for the content audit services is recommended to build profitable businesses. This aspect of technical functionality will create content in the right direction and takes the business into customer drive.
2.Overhauling the operations of business
Over a period of business operations, web site content and promotional campaign content gets ignored and very less interest is prevailing. It is really important to know that “content is everything” and examining and analyzing content will direct the business in the profitable side. Choosing any type of audit is actually one step forward to overhaul the business operations. Professional monitoring and checking of business content will eliminate all the hindrances and will enable smooth functioning of the business.
3.Identifying strong elements and working on weak areas
It can never predicted or stated that there is almost every aspect is going great in content. There is a possibility of some key area may be getting ignored which is fast identified by content audit and immediate rectification is made. Additionally, the strong areas of a business are highlighted enabling the business grow fast.
4.Implementation of improved SEO tools
Search Engine Optimization (SEO) is adopted by all. But choosing the right SEO keyword is done by very few. Using online SEO tools in content audit will speed up the traffic, leads and sales. Some of the SEO tools are:
Google Automated Keyword Tool
5.Assessment of competition and steps for improvement
Competition is very stiff online. Many times startups fail while other times businesses lack in understanding the scenario or the immediate correction required in business. Content audit takes care of this aspect and brings back the highlights and restores the key profitable and interest areas.
6.Critical analysis followed by improved content strategy
Whatever may be the most difficult aspect in a business, content audit cracks the code and improvements are initiated. It is actually a brainstorming session, with a very big scope to bring out the best while analyzing the content critically.
7.Forecast of periodical results
This crucial aspect is to have clear periodic forecast of profitable results and this achieved in an excellent way with content audit. The systematic implementation of content audit will enable future and immediate results for the benefit of online businesses. Although there are many tools used for designing content, only content audit can predict the working quality and nature of web content. Choosing a certified content strategist services will bring very good results. It helps many businesses to stay successful in spite of competition online where new competitors are being added everyday.
8.Analysis on customer perception
Keeping the interests of customers and developing content will bring excellent results online. This is due to the fact that, the entire purpose of content audit is to endorse 100% satisfaction to the customer and develop business in the interest of customers. Therefore, the analysis will emerge new thoughts, new concepts and new content which will change the approach to customers.
9.Understanding of goals, Dos and dont’s
Working or developing or operating a business without any aims, goals or definite objectives, will not produce any positive results. Due to this important fact, it is important to find out Dos and Don’ts in order to be on the winning side always. Any minor or major fault can result in negative impact to the company which is why content audit must be conducted with the help of checklist.
10.Successful and smooth operation of business
Every small and medium business will experience a transformation in its operations as the working and results produce high quality queries, leads and responses. There will be no chaos or confusion as every job task has been clearly detailed and discussed. Since the new system is introduced, it is time to wait and watch the results after content audit.
Beginning from content creation to the stage of content audit, there is a need to follow certain procedures in the perspective of business goals, objectives and mission. All businesses goals cannot be the same and similarly evaluation of content is not carried out in a similar fashion. Every organization has its prior objectives to be followed and accordingly content audit is prescribed. But the benefits of content audit for a business are very elaborate and long-lasting.
There are many helpful terms in business content strategy. The following are the terms that help businesses to implement their content strategy.
Content strategy refers to the planning, development and management of content. Every small business or a startup is in need of a particular business content strategy.
2. Content Marketing
Content marketing covers many strategies, tips, techniques and formulas to achieve business needs and customer interests by using customer relation management. There are many experiences categorized in content marketing and some of these are, brand experience, user experience, customer experience and business performance metrics. Some of the focused areas of content marketing are:
– Brand awareness
– Lead generation
– Customer retention
3. Social content marketing
Social content marketing is a place where content marketing and social media/business are connected. In the recent times, social content marketing tactics and strategies have grown widely. But this term is not about social sharing or optimizing content for social channels, but it is also about getting connected.
4. Digital content marketing
Digital content marketing activities are SEO, SEM, content marketing, content automation, e-commerce marketing, email direct marketing, campaign marketing, social media marketing, ebooks, games, display advertising and other forms of digital media. Digital marketing is all about digital channels used to promote products, services to B2B and B2C.
5. Content marketing strategy
A content marketing strategy has definite objectives, content marketing program, measure the success metrics of content marketing, defining audiences, research audience needs, content execution plan and social media plan.
6. Online content marketing
Online content marketing is a strategic marketing approach to create a value-driven content to distribute and market products and services for profits.
7. Content Management System
This is a software application that supports information, editorial, governance and publishing tools to automate the CMS thereby decreasing the manual checking tasks in content management. Content strategist will enable the users to interact with content. Understanding the principles, capabilities and specific requirements of CMS is important for a content strategist.
8. Content Curation
Content curation is the process of collection, analysis and displaying the information relevant to a particular topic. Those who curate content are called as content curators. Curation services can be accessed by businesses and users.
9. Content Syndication
Many companies set content syndication as their strategy. This is about pushing your blog or website or video content into third-party sites in the form of an article, link or thumbnail. The main purpose of this term is to engage your content with audience and boost traffic.
10. Content life-cycle
Content life-cycle deals with content creation, changes and series of reproduction and onward follow-up. There are five stages of lifecycle:
– Strategic analysis
– Content collection
– Content management
– Publication and maintenance
– Preserving the content for next cycle
11. Content Audit
Content audit is about checking the legal aspects of content, ascertaining scope for high traffic via content and assessment of content types. There are 3 basic types of content audit.
URLs, listed content, page titles and downloadable documents are available in quantitative audit helping you to know how much content is available is digital properties.
A tree like or architecture, is detailed completely about the content and relation between different pieces of content. It will also indicate how the content is organized and a view of the missing aspects.
This type of audit will detail about the performance of content on each page and the design formats. It also indicates the analytics such as bounce rate, page views and unique visitors.
12. Content Engineering
Deploying technology resources and developing scientific principles to the design, support, development that meet the meet the needs of content optimization is all about content engineering. In other words, as a content strategist, you will involve all to the development of content life-cycle to develop standardized framework, measurement, testing and in-trend technologies.
13. Content Optimization
Content optimization is about establishing readability, clarity, consistency, findability, tone, voice, accuracy and correctness. This type of content will benefit the customers as they are able to understand the focus of the message clearly and making decisions. As a content strategist, it is important for you to understand your audiences and following the language rules to build a capable, needy and desirable content that is optimized and brings more effective results. Some of the aspects of content to be noted are :
Grading the readability
Keeping the view of non-native readers
14. Content Model
Content model is about meaningful content, building vocabulary and making it easier to execute content strategy. Vast collection of content types and their interrelation is explained. Therefore the interests of various authorities is considered such as stakeholders, technologists, business owners and content strategists will keep the informative content live and active. In other words, connection can be made between business and technology or vice versa or connect with any other business arena and interesting content is modeled.
15. Content Matrix
Content matrix is one step ahead of content inventory that helps in the progress of each piece of content in lifecycle of content. Content matrix will track the behaviors, locations, connections and content states. Each step is examined carefully as the data is added to the matrix as follows:
Watch content development
Put efforts in gap analysis
Design migration plan
To structure unstructured content
Design a route to business/functional requirements
Content Matrix also does a very good in :
identifying metadata / keywords/ tags
Takes note of old and new site route
While working with content matrix, it is very important to keep the audience interests, clients, owners, legal, programmers who may need content matrix for various purposes. It is recommended to use spreadsheet to arrange matrix data.
16. Modular Content
Modular content is a structured content having components required for quality content. Modular content is about designing, creation and delivery stages of various content components. This helps the content either in single context or multiple context, to meet daily goals and also in setting / preparing for the next day job tasks ahead. Content strategist is need of this format in order to increase and develop or add more interesting features in delivering meaningful content for business or service based organizations. By understanding the purpose of content, it is much easy to design different modular components of content that can be delivered to any device and help the audiences to draw the benefits. Modular content has three important characteristics and these are:
It begins with a concept of a particular topic and this is followed by collection of information on a that topic. Having built with several contexts, the designed content is delivered suitably to a large group of audience.
Since it is required to create multiple topic types, every structure is aligned by its topic thereby creating a model for making an authoritative content and delivery that is repeated and flexible.
Metadata is essential for modular content as it will enable deliveries on a fast pace quickly happening online.
17. Content Inventory
Content inventory is the process of creating a set of organized content assets that includes text, video, images, audio and files for a specific content. Inventory includes more information about each set of content. This helps in creating an organized content to build and define scope for further research. As a content strategist, content inventory is important for implementing content strategy and the list of inventory is spread across in a document wherefrom the present and future results are drawn as a forecast. Data collection is mostly gathered by a set of automated tools. Examples of redesigning, content strategist will be supplementing the basic data with relevant information and data such as by including content ownership, migration notes, SEO urls and inventory is reorganized by the structure of the website, navigation model and tracking the results of content. In this process, content audit provides additional information about analysis.
18. Content Analysis
Content analysis is about testing and examining the quality of content to prove the results of objectives set online. It is a guiding tool for extending the migration of content during the process of restructuring content marketing. Content analysis includes the tasks of editing, rewriting and restructuring the content. It studies about the voice, audience perspective and interests, attributes, values, meta data research and after appropriate content analysis, context matrix is initiated for implementation and to examine the results. The benefits of content analysis is to standardize the content, evaluate the present quality of content and enhance it for user experience, that will in turn build the recognition, reputation and sales of organizations.
The implementation and application of business content strategies can either help rise or fall of the businesses. To stay in trend, it is important to undertake a business content strategy that will work and prove benefits to the businesses and audiences.