How To Build An Effective Content Marketing Campaign From Scratch

by Renu Bala | Uncategorized

What is Content Marketing?

“It is a tactical marketing approach focused on creating and distributing beneficial, relevant, and consistent content to allure and retain a clearly-defined audience and ultimately to drive profitable customer action.”

Making it less complex, we can provide valuable, informative, and consistent content to the user instead of garbage information. Making it interesting for the user and making a long-term and robust relationship targeting a particular audience is what we call content marketing.

Content and marketing go hand in hand. Without even one of them, you can’t make your strategy work. Rather than starting with a random plan, it is better to make a proper strategy to work on and predict its expected outcomes so that you will be ready with backups to make it work again if your plan goes down.

We consider that content marketing is still new to the market. But, if we go back, we come across different traditional means of content marketing before the internet.

Brands and companies used newspapers, television ads, magazines, billboards, and radios as a medium for their marketing. But this traditional advertising is a disruptive form of marketing that allows companies and marketers to connect with consumers wherever and whenever they wish to as they were providing information without considering if the consumers want that information or not. 

But online content marketing came out to be more beneficial, resulting in increased sales, cost-saving, and better customers. Here we focus on specific audiences so that we can have profitable results.

Here, it is vital to understand the difference between content strategy and content marketing campaigns. The content strategy is the overall strategy for your content marketing efforts, and all of your content marketing campaigns will spin out of it.

Creating and maintaining an entire blog would not be an example of a content marketing campaign, as it would be part of the larger strategy. But creating a new best practices guide, ebook, webinar, video series, or online tool would be a content marketing campaign.

Here are the essential steps to keep in mind before building up a campaign

  1. Lay your goal:-

Before starting a campaign, you must have a goal in mind about why you created this campaign and what it might lead to. Moreover, it would be best if you knew how you would measure this campaign’s success.

Have one primary focus: are you aiming to have more sales, are you launching your brand, need more followers, or increase awareness about your brand.

      2. Identify target audience:-

If your content is related to medicine and reaches a group of people from the marketing field, would your campaign be successful as you expected? The answer is no. That’s why we need a target audience so that our content reaches the concerned group of people. 

Spend time conducting in-depth research to get to know our audience, what they think, what they feel, and their needs. We need to put ourselves in their shoes to know them.

Then comes the question that at what stage are you trying to reach them 

Awareness – Consideration – Decision

       3. What after they engage with you:-

After the consumer engages with your content, your campaign’s primary focus is the actual purpose. 

Is it-

Growing your youtube channel

Connecting with them on LinkedIn

Your content should have a purpose, and you need to design your content to serve your campaign’s goal.

        4. Check pre-existing content:-

It may be possible to use the pre-existing content check if that can be repurposed in the campaign. Keep reviewing your available content. It may save you time.

        5. Research topic and determine keywords:-

Here, the main goal is to determine how the consumer searches for the topic and what links he gets his/her work done. This requires in-depth research of the subject.

You must know the keywords related to your brand or campaign and the keywords that your consumer uses. That way, it will be easy for you to connect with consumers.

       6. Creative concept:-

Headlines of a topic attract the reader and make them continue reading what you have written and engaged with your content. Try and make your content more visionary and unique than the content already present in the market. This will make your content different and help you attract more consumers.

       7. Create a timeline:-

If you are working in a group, a timeline can be used to manage who will be assigned what task. Moreover, it helps you keep track of time but remember to leave some buffer as the content’s production may be slower than expected. 

       8. Distribution strategy:-

It would be optimal if you had a plan to promote your content and what all mediums will be paid ads or by collaborating with various influencers and brands. Public relations activities might also help to boost your campaign.

       9. Editorial calendar:-

This is an essential part of your campaign. Having an editorial calendar makes you systematic and helps you to keep your work on track. It enables you to manage the dates when the next blog or ad is to be posted. It allows you to design your campaign successfully.

      10. Launch it!

Conclusion 

Today a lot of people are using content marketing, and why not? Content marketing provides us with a great platform to introduce our creative sides and help us grow worldwide. 

 But our only focus should be to provide relevant and consistent information to gain loyal consumers and help us create a long-term relationship with them.

Content marketing is not just giving out information randomly, but planning and studying the content thoroughly, modifying it into something creative and exciting to make it attractive and profit from it.

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