One of the biggest challenges for media and publishing companies is reaching audiences across a fragmented markets, and keeping up-to-date with new trends and techniques such as marketing automation, content marketing, big data and analytics.
In this blog post, we share an overview of Jeremy's presentation on the four steps to an efficient content marketing strategy.
The true value of content marketing
"Content Marketing gathers and engages your target audience, so they are ready for your sales pitch." ~ Jeremy Phillips, COO, EditorEye
STEP 1: Picking Your Topics
The first step when planning your content marketing strategy is to choose topics that resonate with your audience. These topics aren't your standard S.E.O. keywords but themes that are tailored to your target customers. Topics for Tech Investors are going to be very different from Dog Owners.
Tech Investors = VC deals, People moves, Hot new tech companies, Partnerships.
Dog Owners = Dog walking, Dog nutrition, Holidays with pets, Funny dogs!
The key lesson here is to know your audience.
STEP 2: Building Your Content Stack
Once you have selected your topics, you need to be able to talk regularly about them. The key word here is efficiency - with the right editorial workflow, you can publish regularly using low-touch techniques such as article automation and editorial recommendations - saving your effort to create and publish occasional high-value premium content that really inspires your audience.
It's helpful to think of this range of content as a "stack" - here are some examples of each part of the content stack, as generated by users of EditorEye's editorial workflow platform:
(1) Automated Articles
These are third party articles that are streamed fully automatically using content-filtering rules. This can form a useful "base layer" of frequent posts to engage your audience, though on its own it will not gain you any SEO credit.
(2) Recommended Articles
Here you add a human touch - the platform filters articles for you, and you positively recommend some of them. This takes very little time so can also be frequent and gives you editorial credibility for your readers.
(3) Curated Comments
Here you start to add some original words - in this case, brief comments against each recommended article (this example is taken from our own Intelligence Newsletter). It can also be frequent as it takes little time, and now you are starting to get value from SEO content.
(4) News Articles
This step is optional. Writing long form news articles, either prompted by trending topics or 3rd party content you see on-platform. This gains additional SEO benefits but we're seeing it less and less in a content marketing strategy.
(5) Premium Content
Finally the juicy stuff. Any content marketing strategy should include occasional, long form, fully original pieces. They may be analytics or survey-led,interviews, or just your analysis of recent events - the type of content which would sit behind a paywall. This is your viral content that really engages the audience but it takes time to produce. The key message here is that, provided you are laying down your "base layer" of regular shorter-form content, you really don't need to publish the premium content very often.
STEP 3: Multi-Channel Publishing
Once you have your topics and distribution methods planned, the key to getting your content marketing mix right is to distribute everywhere! If you are using a platform like EditorEye all of your content will be centralised and organised by topic, so it becomes easy to publish out to all channels at once.
STEP 4: Analytics, Analytics, Analytics!
Finally, the most important part of your content marketing strategy is measuring audience engagement and which topics are generally hot. Without analytics, you won't know what content created the most engagement vs content that should have been great but for some reason didn't capture their attention. In other words, you need to understand what content is hot "out there" compared to what content your particular audience likes.
Think of content as food - here's how it maps out if you correlate "Hotness vs Do They Like It"!:
And here's how it influences your day to day content marketing effort:
- Select relevant topics which resonate with your audience.
- Use article automation, recommendations, curated comments, news feeds and premium content to capture their attention.
- Distribute your content across all channels including mobile, social, website, newsletters and personalised alerts.
- Use analytics to understand what content is hot vs what they like!
EditorEye is a cloud-based business intelligence platform. We unlock the value in external global content, licensed data and internal documents by unifying these within a single hub with a common topic taxonomy, allowing integrated search and analytics across all these sources. Request a demo today.