Findings from the field
More effective use of content marketing.
We see most firms using content marketing and they think it’s working pretty well for them. Of course, there’s still plenty of room for improvement, as only a few firms feel they’re getting the most from their efforts.
Vast differences separate the best content marketers from the also rans. Successful firms devote more resources to their content marketing strategy, including both dedicated managers and money. No big surprise there, but I’d like to see more about their strategy, as I suspect there’s a steep learning curve, with newbies feeling they’re not as effective as more seasoned marketers.
Of course, less than half include content marketing in their marketing strategy in a formal way. Without a clearly defined strategy and goals, these firms wander in the wilderness of today’s digital landscape. Let’s just hope they find the promised land in less time than it took Moses — 40 years.
Community managers are critical employees
Successful social media marketing programs involve highly skilled community managers who curate and create content on a consistent basis. They ensure the content meets organizational goals and is optimized for search by employing a sound keyword strategy.
We see a huge increase in the amount of content created by these community managers. I don’t think there’s ever a situation of having too much content, but a firm can easily have too little content. But, posting content isn’t enough. Content must be relevant to the firm’s target market and provide value that keeps visitors coming (and coming back).
Community managers use multiple channels in their strategy. The most popular ones are:
- Social media (ie. Facebook, Twitter, LinkedIN)
- Case studies
Constructing a content marketing plan
Whether you’re a B2B firm or sell directly to consumers, building your content marketing plan requires conscious thought and dedicated resources. That’s why most firms expect their budgets to increase. Here are the steps you need:
Build a strategy based on your goals – keywords, content calendar, sources, etc.
Create and curate high quality content that creates value for your target audience.
Monitor your outcomes – what content works best, which times work best, how does content meet your goals.
Tweak your strategy to optimize outcomes.
Slowly add more social media platforms and expand your reach by contributing to other websites and offline options.
We can help. Whether you need a complete social media marketing strategy or some consulting to optimize your existing social media marketing, we can fill your digital marketing funnel. We can help you do your own social media marketing better or do it for you with our community managers, strategists, and account executives. You can request a FREE introductory meeting or sign up for my email newsletter to learn more about social media marketing.