Content marketing is basically a form of marketing that is focused on producing and distributing content online to target a specific audience.
Businesses employ content marketing to
- Attract attention and generate leads.
- Expand their customer base
- Increase brand awareness or credibility
- Engage an online community of users
- Generate or increase online sales
As content marketingbecomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysis. Using a consumer engagement conceptual framework, the study examined brands’strategies addressing the interactivity, attention, emotion, and cognition aspects of engagement and explored the role of YouTube capabilities, financial resources, and product category in strategy differentiation. Results indicated that engagement through social media content marketing is highly contextual and platform dependent. YouTube capabilities, financial resources, and product categoryplay an important role in strategy differentiation.
Here’s a quick rundown of the content marketing strategy process that you can utilize for starters and use as a foundation of your ongoing content production workflow. If you primarily focus on text, run the checklist twice: the second time predicting video production.
- Analyze your target market and the needs of your customers
- Figure out what’s the best type of content that your prospects need
- Identify the best medium for content production (long vs. short stories, reviews, how-to articles, lists, YouTube videos, podcasts, infographics, a radio show)
- Compile a list of major industry problems and struggles that you can explain and help out with
- Find your main competitors and reverse engineer their strategy – what sort of content they publish, what are the major topics that they cover, what tone do they utilize when speaking to their audience
- Formulate a brand strategy and tone that is consistent and will be followed as you go forward
- Run a number of tests using SEMrush, Moz, BuzzSumo, Serpstat in order to analyze the main keywords that your competitors rank for, the content that converts the best and generates the highest number of shares
- Combine that with a set of queries through Google Keyword Planner and Google Trends in order to find out what are the direct and long-tail keywords that you may write about and target
- Create a spreadsheet or a mindmap that defines the different categories and verticals that you want to target within the realm of your audience
- Figure out whether you can work on content upsells (additional guides, checklists, ebooks or whitepapers included in your top resources)
- Start producing outstanding content that solves all of the main problems of your audience
- Spend a ton of time distributing all of them to your social media channels and all of the other venues where your ideal customer hangs out
- Refine your content, update it and continue to include additional data, stories, stats, case studies
- Repurpose your content and create other forms of information (infographics, ebooks, roundups) that could be leveraged in different outlets
- Publish valuable content on Quora, LinkedIn, Medium and refer your best entries as long as they are contextually relevant and will add value
- Build partnerships for fusion marketing and submit guest post entries to other industry sources that would link back to you