What do you mean by marketing strategy
The seven stages of the content marketing life cycle
There are very specific “rules of the game” for acting successfully in the social web, whereby the term “success” always depends on personal goals. The following approach has proven to be particularly effective in marketing and corporate communication: Minimize push strategies and expand pull measures. The Content marketing has proven to be promising Communication strategy established. And although many marketers, PR professionals and entrepreneurs rely on this horse, most do not understand the nature of this strategy. This post aims to provide some clarity in the whole thing, more precisely the Content Marketing Life Cycle, bring.
Content marketing is a marathon
I have made this statement many times on my blog and I am very happy to repeat it! 😉 One of the largest and most serious wrong assumptions In the area of content marketing, once set up, the corporate blog as a synonym for the whole approach is a sure-fire success. But that's not true!
Content marketing is one integrated communication strategy, which underlies the entire communication concepts of a company! At the same time, this company has understood how the social web works and “lives” this social character not only online, but ideally also offline. Because, the “online” is separated from the “offline” only by a grip in your pocket. Content marketing seems to me to be an online-offline communication marathon.
Content marketing is noticeably an online-offline communication marathon. Click to tweet
Communication is a cycle
Human communication - apart from the monologue - is always a sequence of information loops. Content marketing as a communication strategy can therefore not deviate too much from this form. Even in its simplest implementation, it is in the form of a Circulatory, at least it should have this.
This cyclical structure is mostly called Content Marketing Life Cycle designated. It describes the most important steps within this strategy without explicitly stipulating what the individual steps should look like. You have to fill this with concrete measures and content for each project or each customer. How? It's up to you, your skills and your experience. Even if the rough structure is given, every content marketing life cycle is one Unique.
Each content marketing life cycle has its own individual content. Click to tweet
What does a content marketing life cycle look like?
There are different ways to describe the content marketing Lify cycle. How many stages content marketing goes through is often a matter of personal interpretation. I like to work with a detailed schema that seven stations having.
- Target group analysis,
- Topic finding & keyword research,
- Creation of content,
- Disseminating content,
- Evaluation and
The first step in a comprehensive content marketing strategy is always a high quality one Monitoring. The monitoring provides you with exactly the helpful data that you need for an efficient and effective approach.
Which parameter you need to keep an eye on depends on the particular project. The aim Your monitoring is always the same, however: understanding and locating your topic, the environment, the dialogue groups and the company in the context of the market, society and the social web. This requires time, perseverance and commitment - and it by no means ends with the transition to the next step in the content marketing life cycle. A constant monitoring belongs in every content marketing strategy!
Constant monitoring is part of every content marketing strategy! Click to tweet
Target group analysis
After your first monitoring has produced a realistic picture of the current situation, the next step is Creation of a buyer persona. I have already written about the importance of a precise target group on several occasions, which is why I will spare ourselves an eternal bla-blah here.
It is important that every little piece of content is aimed at your target group customized is. The fish has to like the bait and not the angler, remember? 😉 That's exactly how it is here. The more precisely you can describe your customers, the better you actually know them, their preferences, desires and longings, the better.
Every piece of content, no matter how small, has to fit! Click to tweet
Finding topics & keyword research
Before it comes to the actual content, you have to read the relevant in advance Subject areas and the associated ones Keywords Find (search terms). What is your buyer persona actually looking for and what can you do to help them find a solution? What concerns your ideal customer, what does he / she torment himself with in everyday life, which of his / her problems can you solve for him / her?
Make sure to use the for your research Results of your initial monitoring, but always heed the input from other departments. What does sales say, what does customer support say? Where is your customer's problem?
Put your results in one easily accessible document because you will constantly come across new, more relevant and interesting terms and search queries. You will probably also emphasize a number of terms again. It is important that your Keyword and topic database breathes, grows and grows together with you, your company and your customers further developed.
Finding topics and keyword research are never finished. Be open to new things! Click to tweet
Creation of content
Only now is it about the actual creation of the content. The important question in this step is, what shape of content is relevant for your target group in order to solve their problems and at the same time to be able to establish you as a brand and company as a trustworthy dialogue partner. The range of possibilities is huge: blog posts, infographics, videos, podcasts, short, daily social media reminders, e-books, infopapers, etc.
There is no right or wrong here, just one suitable or not suitable. But don't be fooled by this simple statement! Incorrect content will get you short term neither help nor harm, but it can long term have negative consequences. In addition, your competitor and its content is just a click away on the social web!
Without wanting to write about it forever, my reference to the following fact: Not the production of much Content counts, but that of helpful and relevant.
Not a lot, but good content counts! Click to tweet
Just because you have put great content online, your potential customers will not come to your website “by themselves”. Unfortunately! It is therefore important to spread your content through the social web. Content promotion and Content seeding are the two most common technical terms that are used for this. This is about your content about foreign platforms to distribute to the largest possible number of potential dialogue partners.
You have to do it not always and everywhere to be present. Use those platforms that suit you and your company, where your target group is and that suit the form of your content.
But you don't just have to spread your own content, "foreign" content can also be used for your goals. Content curation is the term that describes the compilation, recommendation and sharing of non-company content that is relevant to your target group. I have described in more detail in this post why content curation pays off (or can pay off) for you.
Scatter, read, share - relevant content counts, not the author. Click to tweet
Ouch! Now some marketers may be pinched because they Measurement and evaluation of content marketing measures is always “such a thing”. Nevertheless, it is important to be able to show your work and, last but not least, your success. In addition, the evaluation is not quite as difficult as it seems at first glance.
The measurement of the success of content marketing stands and falls with the Definition of your KPIs (Key Performance Indicators). A lot can be measured on the social web, but that doesn't mean that everything that can be measured has value to you. It is important that at least two measured values are always related to each other and then evaluated with regard to the set goals.
You can find more about evaluation at the Content Marketing Institute or at Park Sieben, for example.
Evaluation also means making your success clear! Click to tweet
Now you've put so much work into your content and then it should be that when you clicked “Publish”? Time to rethink! Good and helpful content is yours Future capital! You can use your existing content with little effort in a different shape bring it and recycle it.
My dear colleague Robert Weller recently discussed the options available to you on his blog. So I like to refer you there.
So we come full circle - conclusion
They were already seven stages of the content marketing life cycle. My goal was to show you the cyclical nature of this integrated communication strategy. Human communication is always a process of information loops and precisely such feedback loops are also of central importance in content marketing.
The cycle has individual stages, each of which can stand for itself and can be worked on. The big challenge in content marketing, however, is that you can and should work at all stations at the same time. Once “done”, a station can be up to date again the very next day.
It reminds me a little of juggling seven balls ... What do you mean?
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