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Perspectives by GMU Internet Marketing Students

Content marketing strategy & implementation

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Blogger: Lea Rossetti

Today, content marketing strategy has become a major challenge for marketers to develop their brand and create brand awareness. But what is content marketing?

According to the Content Marketing Institute, content marketing is “planning for the creation, delivery, and governance of useful, usable content.”

Content marketing has to be explained, developed and then applied. The firms first have to give a clear statement of what they want to do and how they will put it in action as an internal marketing process.

A solid strategy is needed to create a relevant content strategy. It has to earn the faith of the consumers to be used and applied. The strategy can be defined thanks to clear goals to reach. Here is a Content strategy cycle (Kathy Hanbury – 5 things you need to know about content strategy):

5-Things-You-Need-to-Know-about-Content-Strategy-Chart

On a deeper aspect, content marketing strategy is just a part of an overall marketing strategy. It can’t work by itself, but it is really effective, as it adjusts to the budget you can afford, and what you want to invest in terms of time. The Content Marketing Strategy has to adapt to the image of the firm to the customers, and to the marketing tactics of the whole company.

Concerning the implementation of the content strategy, it’s a complex process. Many tools can be used including social media, and blog posts.

According to an article in Heinz Marketing website, there are five stages to successful content strategy implementation. First, the statement of clear objectives. The content will adapt depending of the objectives. It is so important to know them well to apply the best strategy. The second stage is the asset architecture. This is about asking yourself the good structural questions to create a coherent strategy to fit your goals. Those questions will give the structure you want to have to create the overall Content strategy. The third step is the execution. During this stage, you need to set a clear schedule, and to really consider the potential customers review, to make changes if necessary. As the small sample of potential customers will tell you what they like or don’t like about the strategy, you can modify it to suits better and to please them. During the execution, you also need to be really careful about not getting outside of the content, meaning that you need to be coherent in your actions. The fourth stage is measurement. This step is one of the most important as it will help the firm to see if the content strategy works; if the result matches expectations and objectives. It also helps to move to the last stage – continuous improvement. As you will measure the benefits from the content strategy, you need to find a way to get even better in order to be even more efficient. It also helps to keep track of the strategy, for future needs. You might as well think of another solution or improvement at the end that might be conducted at the same moment and so be complementary of the strategy.

In summary, content marketing strategy is really important to any firm in order to achieve any clear marketing objectives (ex: what do you want to do to attract new consumers? How can you drive awareness to you firm? How do you want your brand to be perceived by consumers?). To do so, many tools can be use, and some simple steps need to be followed in order to be strongly efficient and to achieve goals, with continuing improving.

Article 1: http://contentmarketinginstitute.com/2011/04/5-things-about-content-strategy/

Article 2: http://www.heinzmarketing.com/2012/06/five-stages-of-effective-content-strategy-implementation/

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One thought on “Content marketing strategy & implementation

  1. Lea,

    I enjoyed reading your blog post! The graph you used was helpful to look at when understanding content marketing. I agree that content marketing is very important to any firm–the objectives you listed are right on point!

    Thanks for sharing!

    -Diane

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