For years I was a bit confused on exactly how to run an individual content marketing campaign. I would create an e-book and simply rely on social and email to promote it out, with mixed results.
Turns out I'm not alone. There are many marketers who are shooting in the dark with their content marketing campaigns. Over the last few years I have been working to get clarity on the subject and have found an effective template to follow.
After reading this article you will have a very clear process for running a successful content marketing campaign.
The conversion offer is the item of value that we are going to offer to your audience in exchange for information from them. This could be an e-book, webinar, whitepaper, tool, etc.
The topic should correspond to your personas, the life cycle stage that person is in, and your overall marketing goals. For more information on content strategy, read my ClickZ column "Creating an Inbound Marketing Content Strategy."
Once you have your conversion offer chosen, you will then need to build some of the supporting pieces to the offer. These include:
Each one of these pieces should be planned out in advance so they are completed and ready for the campaign's launch.
One of the best ways to drive your audience to the landing page to convert on your offer is to write supporting blogs. These will be a series of blogs that you will release throughout the campaign that you can pair your call to action with. So when the reader finishes the blog, they see the call to action to learn more about that topic.
Your supporting blogs should be on the same topic and geared toward the same persona in the same stage in the buying cycle as your conversion offer. One easy way to think of topics is to simply pull a few of the points from your conversion offer and expand on them or take them in a different direction.
The number of supporting blogs varies depending on the size of the campaign and your internal resources, however, I genuinely suggest doing a minimum of five different blogs.
In addition to your supporting blogs, you will also create at least one blog that you team up with a respected industry expert to collaborate on. This will not only give you more content but also offers the opportunity that this expert will share the blog so you can get in front of their audience.
It's important that when you pick the person to collaborate with that you choose them based on their audience. Find someone whose audience matches the persona for your conversion offer. You can use social media tools like Followerwonk to get a glimpse of who's following that expert.
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!
Luke is an industry leading inbound marketing specialist and an expert in progressive strategies integrating content, relationships, automation, and communities to drive lead generation and build brands people love.
He is the Director of Inbound Marketing at Savvy Panda where he helps lead web and marketing success stories for medium to Fortune 100 companies. Additionally, Luke is also the head instructor of Master Inbound, a comprehensive online inbound marketing training course. Find Luke on Google Plus.
March 19, 2014