Managing content marketing can be stressful. This brief guide will show you how to use time and technology to maximize success without raising your stress levels.
Successful content marketing doesn't always involve mountains of content, but it does need some serious planning and management if you are to generate the expected leads and sales.
Here are a few things you need to consider early on if you are to avoid problems.
1. Plan ahead
Forewarned is forearmed. Failure to prepare is preparing to fail. You've heard it all before, but that's because it's true. Your content marketing success relies on careful planning. You need to consider factors such as...
- What is the "theme" for the coming months, quarters, or marketing periods?
- Whom are you targeting and what are their pain points?
- What content would best "speak" to these people?
- What is the correct tone of voice to use to address these people?
Without adequate planning, the only certainty is disappointment: "Only 39% of in-house marketers rate the performance of their company's campaigns as 'excellent' or 'good,' while 15% admit their campaigns are 'poor.'" (Email Marketing Industry Census 2013)
2. Build your system
Like any other marketing campaign, you need to keep records of activities to...
- Keep track of campaign progress and activities performed.
- Record successes and failures that can be used to fine-tune future campaigns.
- Demonstrate ROI on the campaign to satisfy the CMO that budget is being spent properly.
- Centralize content and other collateral.
Take the first step (it's free).
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- Four Human Writing Tips That Will Make Search Bots Smile