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If you want the content marketing strategy for your business to be successful, you can’t rely on developing great content alone. In this post, we’re going to look at five steps you can follow to promote each piece of content you create and get the best possible results from your content.
Marketing strategy is a process that allows an organization to use all its resources in order to reach its goals, achieve a sustainable competitive advantage and increase sales. Because there is a lot going on the marketing stage today, everybody must struggle to keep up. Because marketing executives are busy people with many responsibilities, including identifying business opportunities, running promotional campaigns and monitoring the marketplace and collaborating with product people, they cannot keep up with the emerging tactics and technology. Remember any mismatch will result in undesirable outcomes like waste of time, monetary & tangible resources.
Catherine Manthorpe works at the University of Hertfordshire and after attending a one-day Training Gateway course on ‘how to develop a social media strategy’, led by Victoria Tomlinson, founder and chief executive of Northern Lights PR , has become very interested in how social media can be used by academics to extend the reach of their research and gain new audiences. This December at the University of Hertfordshire we’re launching our first Social Media Academy targeted at academic and research staff. The very first seeds of the idea for this venture were sown in February 2014, when I attended a one day course on ‘Developing a social media strategy’ run by Victoria Tomlinson, the BBC Expert Woman on Social Media.
In April that year, with the help of Jodi Nelson-Tabor, then Research Fellow at the Creative Economies Research Centre at the University of Hertfordshire, we devised a four-part course on ‘social media for researchers’ which was to run as a pilot over four half days in May and early July.
However, 70% of the respondents said that they were interested to learn more about how social media could help their research and 50% said they would be interested in attending a course on social media for researchers. In September 2014 we ran a workshop at a researcher development conference at the university called ‘How social media works for researchers’, using the twitter hashtag #uhsmr14 to curate a range of interesting resources related to the topic and also to tweet about the day itself.
The response to that two-hour workshop was hugely positive – described by one participant as ‘useful, interesting and cutting-edge’- and opened the door to the development of the Social Media Academy. My methodology is based on one key belief: that people who participate and engage learn better.
It includes all long-term marketing activities that are related with the analysis of the initial strategic situation and that deal with the formulation, selection and evaluation of market-oriented activities. As a result, marketing professionals are pressured to be progressive and include the emerging media into their marketing strategy.


That is why you need to focus your marketing strategy on identifying emerging opportunities. As a result, firms tend to put their best employees to work on innovation so the results are guaranteed. In this blog she talks about the development of a six-month Social Media Academy at the University of Hertfordshire which will start in December this year. The Academy is a six-month programme to introduce key social media tools and platforms and to support participants in developing a strategy for using social media to extend the reach of their work in a time-effective way. I went because after the last national research assessment exercise (REF2014), in which the assessment of the impact of research was a new and critical criterion, I knew that social media was ‘important’ for impact but I didn’t know how to use it and where to start. The idea of the workshop was to help kick-off a bigger dialogue with academic colleagues about what kind of social media training and what on-going support and development they wanted to support their use of social media in respect of their research. The Academy is different from many forms of social media training by offering a holding hand to help participants navigate the myriad of different forms of social media and work out how to use it effectively.
A market strategy is developed as a long-term plan that details specific objectives and activities for the current year. But the key to good marketing is not abusing neologisms and gadgets; it is to achieve goals in an effective manner.
Put together a team that can run test and learn programs, meet with start-ups and evaluate the real potential of these opportunities. Because innovation is considered crucial to the future of the organization, teams become populated by senior executives with ample resources available.
The Academy will be structured around four face-to-face sessions with practical ‘homework’ between sessions in order to develop capability in using social media. I recall that during the morning of that training day I seemed to use the word ‘overwhelmed’ or ‘overwhelming’ every other sentence. We had four speakers who were all users of social media and each had a different case study on how they use social media to support their research – and one on some of the risks.
It is not going to be a ‘sit and learn’ training but rather one which supports participants to ‘go out and do’. Delivering hands-on, interactive, business skills-building workshops to corporations, chambers of commerce and other organizations who want to help small business owners, entrepreneurs and professionals build their skills.


However, these strategies are interactive, dynamic and are partially unplanned, adapting to new climate changes. Defining and clarifying your business objectives can determine the failure or success of your company.
Although most of them will fail, once an emerging opportunity passes in a pilot program is can be integrated into the strategic process as a tool to achieve sales, advocacy or awareness.
It has been developed both in response to a perceived need for this training across the university and a wish to provide support for academic staff to use the tools of the digital age in an effective way. However, by the end of the day I had a good sense of what Twitter and LinkedIn were for and how these could be used, alongside a good blog, to reach out to an audience, or many audiences. The invitation was opened up to all research staff at the university – but with a poor response.
In order to develop a successful marketing strategy that engages consumers, you must follow the essential principles. The one-size-fits-all approach used by marketers results in complicated models used to define marketing purposes. While strategy focuses on achieving objectives, innovation focuses on creating a new thing and therefore is a messy field. It is an exciting development and has clearly struck a chord because the 20 available places were filled within 36 hours of the course being advertised internally by email.
However, a business can be adequately illustrated by evaluating its advocacy, awareness and sales.
Failure must be an option and it must be done cheaply, by keeping the resources to a minimum.
And the core of that plan was to understand how researchers used social media to increase the reach of their research, to understand how we could use social media to maximise the impact of research at the University of Hertfordshire, and to find out what support and training colleagues needed to do this. It is important to focus the marketing strategy on one of these three metrics in order to avoid complications.



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