October is the best time to ramp up your inbound marketing efforts. Now, we want to look even further into the future and delve into marketing initiatives for 2015. The marketing initiatives that you focus energy on in 2015 act as the mode of transportation to your company’s goals. Whether your marketing efforts involve a new channel, a shift in branding, or a shift in positioning, effectively planning now will make your initiative even more successful. What should that planning include? Let’s think again of your marketing initiative as a mode of transportation. For the sake of simplicity, let’s say it’s a car. You’re probably hoping that your 2015 marketing initiatives will be shiny, top-of-the-line, and dependable. Most of all, you want your initiative car to take you safely to your destination. So, you have this beautiful vehicle, all waxed and ready to go. You hop in on January 1st and turn the key in the ignition and… bupkis.
Content As FuelWhy? Why after all of that researching and waxing did your car fail to start? You forgot the gas. The gas that fuels your marketing initiatives is content. Without it, your plans will simply sit in the garage, gathering dust.
See Through The HypeIt can be a challenge to convey the true importance of content, with every SEO and their mother touting it as the “new big thing.” But, smart marketers know that creating content isn’t new. And it is in fact content that allows you to reach your marketing goals. Hype is dangerous. It’s dangerous because it can lead us to an unfair dismissal of a critical component. Don’t fall into this trap! Content is invaluable, here are 3 big reasons why:
- The Content Council’s research indicates that 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company.
- HubSpot found that brands that create 15 blog posts per month average 1,200 new leads per month.
- AOL reports that 27,000,000 pieces of content are shared each day.
Choosing Regular, Mid-Grade, or Premium ContentJust like gasoline, content comes in different qualities which all impact the outcome of your initiative. Regular quality content is probably going to get you to your destination, but with a price. The dollars you saved on content might just gunk up your branding and message. Mid-Grade content has a better chance of getting you to your destination and is going to be a bit easier on your precious marketing initiative engine. However, if you really want to zoom by the competition and keep your brand performing at it’s peak, premium content is necessary.
Don’t Screw It Up“Don’t screw it up.” Seems a bit harsh right? But seriously, you must get your content right. Too often, we focus our energy and attention towards the marketing initiatives themselves: washing, waxing, fawning over them, and protecting them from every little scratch. That’s great and all, but like we said earlier, if you’re doing all of that and forget to fill up on gas, you’re not going anywhere. How do you prepare your content to support your marketing initiative? We have a few tips to get you started:
- Determine what content type will support your initiatives. – The content you create will vary depending on your goals. Re-positioning your product? Take a look into videos to showcase the visual aspect of your re-position. eBooks are also a great tool when re-positioning your product. The possibilities are only limited by your imagination.
- After you’ve determined type, create topics and titles. – These topics should be intertwined with each initiative and include relevant keywords, etc.
- Nail down your Q1 editorial calendar. – After you’ve determined the content that will support your initiative, you must cement your editorial calendar for the first quarter. This is an essential step in ensuring that you’re loading up on premium fuel. Knowing when you’re promoting content will also allow you to curate 3rd party content effectively.