Content marketing that delivers high-quality, relevant information yielding measurable results without promotional push should be on every marketer's 2012 priority list. (Here are more insights on content marketing.) Not only because content marketing fuels social media, search, and sales but also because it's more credible than advertising. Content marketing in the form of emailings, branded websites, and editorial content was trusted by 50 percent or more of respondents to Nielsen's Global Trust in Advertising survey from Q3 2011.
As a marketer, how do you get your content marketing on track to drive results? Focus on the three D's of content marketing: development, discovery, and distribution.
7 Steps to Develop Your Content Marketing
As with any form of marketing, it's critical to establish a plan for content creation.
3 Steps to Get Your Content Discovered
You can create the best content in the world but if no one consumes it, it doesn't help you achieve your marketing goals.
3 Steps to Expand Your Content Distribution
Beyond getting your content discovered, you need to help expand its audience. Often this translates to a tailored plan.
While content marketing may not be as sexy as other forms of marketing, it breaks through today's message-filled clutter because it lacks the buy, buy, buy of other marketing options. At the heart of social media, search, and sales, content marketing is a powerful tool when your development, discovery, and distribution work together.
Do you have any other suggestions for powering content marketing through development, discovery, and/or distribution? If so, please include them in the comment section below.
If you'd like a fuller presentation of these ideas, please listen to my ClickZ webinar on the topic. (BTW - it includes a special offer from Outbrain for content marketers!)
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
March 19, 2014