• Anubhav Sharma

4 Important Stages in Content Marketing Process That You Shouldn’t Miss

“If Content is King, Context is the Queen and Engagement is the Kingdom”
Philippe Ruttens

Digital Marketing and Sales Transformation Consultant, Ruttens.com

Writing interesting and engaging content doesn’t always ensure that its purpose is served. Apart from mastering the content writing, one must master the art of content marketing. Content marketing, as most people would refer to, is far more to than just sharing the content on various platforms.

Content Marketing, in itself, is a process that involves various stages. One must draw a complete process of how the content will emerge and then will address the masses and what would be the end goal. After all, it’s motive should be to accelerate business, isn’t it?

Now, you must be wondering what would be the content marketing process? How to ensure that a well-written informative piece has a motive? And it’s doing due justice to it? Listed below is the process explained properly.

Planning - Can’t move without it:

Planning is and should be the start of the content marketing process. Let’s say, it’s the base. It defines why you’re creating a content piece, whom it is going to serve, what will be the purpose of the content and how you’re going to measure the success of this content.

It involves certain sub-stages as well, which are:

  1. Establish Goal - Before you start writing a piece of content, you must establish its end goal. You should know what you will achieve out of it. Is it just an informative piece that will help you emerge as a thought-leader, or you’re sharing a case study that’s going to get you more business. Until you’re sure of purpose, moving ahead isn’t recommended.

  2. Audience Persona - Do you know your audience well? Do you know what kind of content or writing style will attract their attention? Do you know would they prefer a conversational tone or a business tone? Well, you should know all of these before you start writing.

  3. Research your Audience - While you create an ideal audience persona, you should also check what your audience loves reading or are reading these days. There are platforms that let you know which article is trending on a particular topic. This will give you an idea.

  4. Create an Idea - Once you’re ready with the purpose of the content and for whom you’re writing, now you should look for what you’re going to write. Would you want them to bore with the similar things that others are doing or would you like to add everything and present them consolidated information so that they don’t have to wander around?

Execution - To convert the idea to reality

Now, you’ve got concrete and amazing planning of how you want the content to support your business. But just planning isn’t going to fulfill everything if it’s not rightly executed. This is challenging as a wrong decision can put the entire planning on a backseat.

While executing the plan, you must consider:

  1. Team - You may have an amazing team but you can’t put all of them in the same work. You must know their strengths and should take the right decision. The selection of the right team for the right content can only yield the desired result.

  2. Content Calendar - There are various kinds of content, how do you place them properly in a timetable? Well, that is why you need a content calendar. This will define all the possible content pieces you can write and which article will be published in the near future. Having this also gives you enough time to make the piece publish-ready in due time.

  3. Presentation - Okay, so you have ticked the above two points. Now, you must decide on the presentation of your content piece. Your every content should look amazing, readable and can be scanned quickly. Too complex or clustered pieces are ignored first.

  4. Create - Now is the time you start writing your content in the pre-defined format for the pre-defined audience by a team of writers and editors. Creating a useful and engaging content becomes easy when everything is planned properly.

Promotion - Bringing your audience to your content:

So, you’ve planned and executed your content marketing first two steps effortlessly and accurately. But this isn’t going to bring your audience to your content. You’ve to take your content to your audience through the right promotional activity.

There are various ways of promotions, but you must keep these in mind.

  1. Search Engine Optimization - What are your target service or product in the content piece? What is your target keyword? Identify that and optimize your content piece accordingly. This will allow your content to appear in the search result of that particular keyword.

  2. Social Media Marketing - Spread the word on social media platforms. If you’re B2B then LinkedIn is the preferred platform, and if you’re B2C Facebook, Twitter or Instagram is the preferred platform. It’s important that you choose the right platform to market your content.

  3. Email Marketing - You can also share the new content piece with your contacts through email marketing. This is an effective way to let your existing customers know that you’ve published an amazing piece that they shouldn’t miss.

  4. Paid Campaigns - One simply can’t rely entirely on SEO to reach the audience beyond connections. While Social Media and Email will promote your content to your existing audience, paid campaigns can connect the audience beyond connections.

Measurement - Know how’s your content performed:

Certainly, the entire purpose of writing the content and taking it to the audience was far more beyond just writing it. In the planning stage only you have defined the purpose of each content piece. Now, once you’ve promoted it, you must measure the success.

Now, the measurement of success will be different for each piece. So, the following things be kept in mind:

  1. Collect Data - These data are numbers. These are the number of visitors from various platforms, in a very basic way. Since you’ve shared the content piece to your audience on various platforms, you must see how many of them have actually landed on that piece.

  2. Decode these Numbers - Once you’ve collected the data from various platforms, it’s time you decode them. Analyze which content piece failed to get the attention and which outperformed your expectations. This information is crucial for future planning.

  3. Preventive Measures - There will be some pieces that if optimized can meet your expectations, whereas some might just need the complete revamp. Based on the result and numbers you’ve got, you can take a better call for the future strategy.

In the digital ecosystem where everyone is working hard to get the attention of a limited audience and is constantly creating engaging content, the slightest mistake can cause huge loss. The aforementioned content marketing strategy will help you reach the right audience and develop content that serves its true motive.



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