time to stop pretending about content marketing
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Time to Stop Pretending About Content
Marketing.
Posted by:Paul Pruneau
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Posted November 26, 2012
If you've been a bit distracted
by the relentless pace of the
change in online marketing, you
may have missed all of the buzz
about Content Marketing. With
the power of self publishing on
the Internet now in the hands
of the many, claims about
Content Marketing replacing
advertising continue to increase
in both volume and frequency.
What's more, advocates and a
growing number of
organizations are onboard with
the idea that any brand can
become a continuous publisher
of content that their prospects
and customers will f ind relevant and valuable. But before you drink the Kool-aid, fire your
agency and set out to meet the new requirement to add “publisher” to your title and
responsibilities, let’s step back a moment and consider what success in this emerging discipline
might actually take.
First, what’s Content Marketing?
In a nutshell, it’s the fuel that drives successful:
inbound marketing and lead generation
search engine optimization
social media marketing
Why is it now so hot as a marketing discipline?
Because prospects t oday have become more advanced and demanding. And it’s now up to a
brand to quench their expectationswith valuable content that helps them make more informed
and better decisions before and after they purchase a product or service.
What’s the point and what do you get?
The short answers to these reasonable questions include: 1. Search Engine Optimization
Recent search engine updates now favor frequently published, unique and popular content.
The result is that frequent and consistent creation of content to your site or blog is now
required to drive traffic and support natural link building. 2. Referral Traffic Good problem-
solving and/or entertaining content makes other websites and blogs want to link to it. The
result of these highly valued connections is a 3-5X better conversion (action) than vanilla
organic search. 3. Reason f or Social Media Marketing Without real problem-solving and/or
entertaining cont ent to post in social media, what will you share? If it’s not obvious, we’ve long
passed the days of tweeting about your lunch. So if you’re participating in Social Media, it
should be enhancing traffic to your site from the content that you’re sharing in these channels.
4. Reput ation & Sentiment Management By actively engaging in content marketing, a brand
can choose to lead the conversation about their domain of expertise. The cumulat ive result,
over t ime, helps to build trust, posit ive sentiment and brand equity around the unique value that
you offer to customers. If you think t his is just a frivolous exercise, you can always trust that
job to someone else. Perhaps your competitor?
What kind of investment do you have to make?
First, dismiss any notion that this is a no brainer, a piece of cake and anyone can do it.
Assuming all of your effort is based on a content calendar, aligned with the needs of your
target cust omer personaswith clarity on how the content asset will further t he selling cycle to
turn a prospect into a paying customer, there’s a lot t hat needs to get done f or every asset
that you creat e. So no matter how you slice it, hours and resources, per month, are going to
have to be accounted for and applied to:
Review and evaluate all content against an established Content Calendar or schedule
For each content asset (think ebooks, blog posts, whitepapers, videos, podcasts,
emails, newslett ers, apps, tools et c.) initiate research, documentation, organization,
meetings, calls, and more
Assign to writer and/or graphic resource
Draft , review, edit and revise content
Conceptualize and integrate a unique CTA(Call to Action) for each asset that drives the
outcome of what a viewer should do after looking at or consuming the content
Design, develop and deploy a unique Landing Page optimized to enhance the desired
action
Acquire and/or create images that enhance the communication and retention of the
content asset
Optimize each piece of content for SEO including unique keywords, meta descriptions,
alt tags and links to reference sources
Review and approve content by a managing editor, client contacts and internal team
Integrat e and post the content with all of the HTML, code and content requirements of
your CMS and web site
Finalize, approve and publish the content at the appropriate time to enhance sharing
and visibility by your target
Distribute, promote and socialize t he content to maximize the reach and exposure to
your t arget in all of the channels where t hey spend t ime online
Anything but a one time event.
Make no mistake, success in this “continual content creation” endeavor will require a significant
amount of work and participation by all parties: internal, external and everywhere in between It
will not be a flip the switch process and expect iteration—with all of the dialogue and
refinement required. However, your goal should be more modern, effective and measurable
marketing t hat:
supports how customers and prospects f ind or use products and resources through
search
fosters and supports relationships with prospect s and existing customers
aligns with the transformational marketing shift under way
Bef ore you begin, you may want to set some modest expectations. Then immerse yourself and
your organization in these new marketing methods soon.
And where are you?
Has your organization started down the path of Content Marketing? Are you finding success
or have you turned around in dismay. Please share your experience.
Connect:
Aut hored by:
Paul Pruneau
As founder and president of Teamworks Communications, Inc., Paul Pruneau helps early
stage and established companies develop communications and brand strategy, engineer
content to express customer value, and create online solutions to help businesses
succeed. To learn more about Paul and Teamworks Communications, just visit his blog,
follow him on Twitter, or connect on LinkedIn.
See complete profile
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