09-Dec-2019 01:05 PM Digital Marketing
Marketers are out there trying to find a foolproof strategy to keep their customers engaged and loyal. A content marketing strategy is one of the most cost-effective ways of doing so.
In a content marketing strategy, you keep pushing out content periodically. The content revolves around a theme usually leading consumers to take a specific action. It could be buying tickets to a conference or following their YouTube channel.
A common mistake made by most is to take on content marketing lightly and start the campaign with not much research. A content marketing strategy that is not well planned out will not be favorable to anyone.
Now, in this blog, we will go through how to set up a good content marketing campaign.
A campaign must exist for a reason, and setting a goal takes care of it. A goal must always be tangible. It should not be vague like ‘Increase followers on Instagram’ or ‘Get more conversions through Facebook’. It should be measurable like ‘Increase followers by 3% in two months’ or ‘Increase click-through rate by 4% on Facebook ads’.
Once you set a goal, it will be easier for you to come up with the rest of the plan.
Maintain this library, keep adding to it so you can pick content from here through the campaign.
Study your consumers. Which platforms are they most active on? What format of content do they consume the most? When are they the most active and what CTA are they most likely to respond to?
Now, with all this content in hand, you know where to post and what to post in abundance, and outlines of how the copies or descriptions must be.
KPI is the Key Performance Index. It evaluates how well your campaign is doing. Your KPIs must depend on what your goal is. Taking up industry-standard KPIs would not help if your campaign goals are not in line.
If your goal is to have more visitors to your website from where they are expected to purchase, KPIs to be monitored would be ‘Web traffic source’, ‘Cost per lead’, ‘lead conversion rates’ to name a few. According to how well your KPIs are doing, you may tweak your campaign to fit your goal better.
You now have a content library, a list of KPIs, you know the goal of the campaign. Now you can go ahead and create calendars. A calendar must be a detailed layout on what content to go where, along with the descriptors, hashtags, tags, and the likes. The calendar can be set for a week or two, depending on what works better for your team.
Keeping aside the above steps, there are a few other things to keep in mind while planning and executing a content marketing campaign.
A rhythm to your campaign calendar is recommended. Decide on how many posts can be uploaded in a day and what the content types of these posts would be. Now that you have the rhythm and the content types sorted, it’ll be easier to chalk out the calendar week after week.
Keep updating your content library. Take pictures, videos and gather content while the campaign is underway. You can add this to your library or sneak it into your calendar.
Stay relevant. Do not stay away from the theme of your marketing campaign. If you put up content that is not useful or does not provide value, your consumers will lose interest and not interact with your content anymore. Try incorporating trends into your campaign.
Use tools to schedule posts. There are more than a few tools online to make social media management easier. You can schedule your posts, go through your social media metrics and see how the post is performing and more.
And finally, know your algorithm. Algorithms change overnight and you need to be prepared. Your posts must be in line with what can get the most engagement rate on the platform. Be updated with the latest algorithms.
Creating a content marketing campaign isn’t easy, and must not be taken lightly. The process must be followed and calendars prepared before you go headlong into making the campaign live. You must however also be prepared to change your campaign here and there depending on how your KPIs perform. Although, if you don’t plan your campaign, then you’ll realize that your doomed and have to start from scratch, midway through the campaign and then you’ll regret everything.
So, bottom line. Plan your content marketing campaigns well and keep space for changes within the plan.