How to Market Quality Content
|By: Kevin Fernandez | Dec 23 2013 | 554 words | 1389 hits|
Creating and marketing quality content has no set formula. There are a few basic tips which can be followed, to market good content wisely. Firstly, your content must be Search Engine Optimized (SEO), that is, your content must appear very fast on the results page of search engine. The basic idea is to create meaningful content, so as to gain readership. However, creating meaningful content a strategy in mind is a waste of resources.
That is, your content must appear very fast on the results page of search engine. The basic idea is to create meaningful content, so as to gain readership. However, creating meaningful content without a strategy in mind is a waste of resources.
Strategizing Content Marketing
Once you get hold of a client, you must pay heed to their specific needs. They will always have a certain picture in mind regarding the image they wish to portray of their product or brand. This image is what you must be able to capture and recreate on the web. You must also look for relevant topics. Topics which will enhance your content quality. These topics can be acquired through research based on the client's background and other product related information.
Once you know what you must write about, you should divide the content into broad categories. Let's say, you are writing for a broadcast news channel, then the ideal way to categorize and manage their content would be to classify them into: Industry news, celebrity news, national news, international news, stock market news and the likes. Articles must be divided into these categories. The next step would be to look for suitable sponsors.
Creating a timeline, is the next step in the process of strategizing content marketing. You must have a publishing schedule for reference. This schedule must be independent of the business schedules and cycles. You must release updates and messages, as per the schedule. The updates differ from channel to channel. Twitter calls for more number of tweets, as compared to Facebook, wherein, one post is enough to be shared across the globe in different circles and channels. Also, if your product is seasonal, then the updates must boost up during that season. For example, if you are working for Marc Jacobs, then you must make more posts and ads when he launches the summer collection or the winter collection. You can use MS Excel or Google drive to store this schedule. This schedule must be accessible to all departments of the company.
Content marketing must incorporate other marketing strategies too. You must employ offline and online communication tools for the same. The content created by the public relations department, Human resources etc. can be additional promotional help. Once you have your content marketing plan in place, you should continue with the execution part of it. Make statements, releases, tweets, Facebook posts and more. Once you are done with the promotional activities, you need to do some evaluation. You must go through the content created again and find out how effective is the content really. Is it effective enough to interest your target customers or not. Expand the popular categories. Reduce content in the categories which are less popular. Fill in the gaps where in your content might seem incomplete. The ideal cycle of content creation must be: content generation, broadcast/publish, analysis of the market response, improvisation.
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