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Faced with the challenge of promoting the Chamber and its events, this committee meets monthly to provide input and assist with marketing tasks.
I am the ChamberWe love working with the Chamber because their programs go hand-in-hand with our goals. The marketing strategy should be designed in such a way that it increases sales so that your company has a competitive advantage which is sustainable in the long run. Diversification is a high risk strategy which involves diversifying the range of products and services that you offer.
This is the process of developing your current market and could include entering new markets with your products and services. In the latest Content Marketing Institute research, there was a clear conclusion: Those who document their strategy are more successful in the long run. Here is a practical four-step process to help you answer those questions and go from developing a sound content marketing strategy right through to measuring its impact on your business goals via great planning and tactical execution. Alexander Osterwalder invented a brilliantly simple but powerful model, the Value Proposition Canvas, which can be adapted by marketers to get their Content-Market Fit. What are the pain points and challenges that stop them from realizing their needs (and that your company can help with)?
Combine your answers to create a good picture of your target customer segment – often referred to as your buyer persona.
This is the Content-Market Fit and where you can start the process of planning, the next step in the journey. At this point, define some secondary or proxy metrics, the kind that can be tracked in a shorter time window (ideally the lag would be under a month) than your one key metric.
Now you need to turn your content marketing strategy into a tactical plan, ideally by plotting a blow-by-blow editorial calendar. For example, if you’re a fashion brand, it might not make sense to plan beyond each season; however, if you sell life insurance, then you could plan the year confident that nothing major will change. Take the four themes from the planning stage about which you’re most excited, then brainstorm a “hero” piece of content for each theme (one per quarter).
This hero content may be a data-backed piece of research, a big experiential campaign, a web mini-series, or anything else that you think is exceptional content that helps your brand stand out.
Just make sure the hero content aligns with both your strategy and your plan, particularly in terms of the results you expect it to deliver (ideally its success will be measured by the mid-funnel results you defined earlier).
From this, think about how you can repurpose the hero content as many times as possible (without flogging it to death) and create other related quick-win pieces of content to help push it.
With the formats of your hero and supporting content, and your personas in mind, consider which channels are best to use to support the promotion of this content.
Next, make sure you have a properly resourced execution plan: Who will do what by when? You may find gaps you need to fill by hiring freelancers or pulling in additional team members.
Finally, you should think about what additional metrics will reveal how each individual piece of content is helping contribute to the bigger picture. Now you can work backward to close the loop between the execution of your tactical content marketing and the effect it is having on your strategic goals. Perhaps you’ll notice that a few particular pieces of content are driving the majority of your results, so you can focus more on those types of content than others. What you may find is that you’ve got great results at one stage of the funnel, but they are not translating into results further down the line. Either way, you now have a practical way of dissecting and measuring the success of your content marketing campaign, from strategy through results, in just four simple steps. Follow our simple, step-by-step plan to integrate unique, impactful, and strategic content marketing into your organization. Mark Walker is a blogger, speaker and the UK content marketing and social media manager at Eventbrite. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! I liked the part about aspiring to create hero content and focusing more on that area, which attracts most attention. In some organizations that have reached a critical mass and level of maturity without a formal integrated marketing strategy, it is best to consider a phased approach to implementation. Content marketing strategy: Content marketers draw and develop the larger story that an organization tells.

If you want to learn more about content strategy, read more articles or sign up for our weekly newsletter. Think of a content marketing strategy as an outline of your key business and customer needs and a detailed plan for how you will use content to address them. Your business case for innovating with content marketing: By communicating your reasons for creating content, the risks involved, and your vision of what success will look like, you are much more likely to gain executive support for your strategy — and to get permission to make a mistake here and there as you figure out what works best for your business. Your business plan for content marketing: This covers the goals you have for your content program, the unique value you are looking to provide through your content, and details of your business model. Your audience personas and content maps: This is where you describe the specific audiences for whom you will create content, what their needs are, and what their content engagement cycle might look like.
Your brand story: Here, you characterize your content marketing in terms of what ideas and messages you want to communicate, how those messages differ from the competition, and how you see the landscape evolving once you have shared them with your audience.
Learn more: For additional insights and advice, take a look at how to build social media into your content marketing processes. This is particularly critical in large organizations, as it can help keep siloed teams on the same page, minimize duplicated efforts, and ensure that everyone is working toward the same content goals. Of course, how you communicate your strategy depends on the structure and culture of your organization. Some parts of your strategy should stay consistent even as your content marketing program grows and evolves — namely, your mission and business goals.
However, other aspects of your content marketing strategy will likely benefit from being reviewed and updated periodically. Keep up with the latest innovations for developing a content marketing strategy and executing on your plans.
All marketing methods, both traditional and online media are addressed to further the mission of the Chamber, increase visibility of membership benefits, and host and promote all Chamber events.
That is where people interested in setting up an online business of their own can step in and delve into the prospect of offering online marketing services. Your marketing strategy is therefore a set of rules which direct what you do to promote and sell your products or services. It is high risk in that it is usually a high cost strategy which medium to large sized established companies use in order to continue to grow the business. You could visualize it almost like a pyramid with your overall business aims and objectives at the bottom. Your marketing mix is very simple, it consists of your what product you are going to sell, what price you are going to sell it at and where you are going to sell it. However, only 21% said they were able to effectively track ROI (rising to 35% for those who had a documented strategy). Yet more and more content marketing activity is taking place, budgets are rising, and the world only gets more complex. Pay particular attention to your answer to what success looks like because it should be quantifiable and measurable. This is the easy part because you already have created your customer and business profiles.
Use the common ground to develop into a narrative or a theme so there is a high likelihood it will resonate with your customers. For example, if your company sells time-management software to the owners of SMBs, your overarching theme may be one of productivity. You can use the proxy metrics as indicators of whether your campaign is moving in the right direction. Whether it spans a year or a quarter depends on your resources and how quickly your industry changes. For example, if your content is highly visual and your target persona skews female, consider focusing on Pinterest and Instagram. These will most likely be top-of-funnel metrics like impressions, media hits, social shares, site traffic, etc. He prides himself on always delivering both business results and genuine value to his audience; and on learning something new every day. I really like the idea of finding primary areas of focus and then creating hero content with spin-offs and supporting pieces. I am helping some very small businesses get started in inbound marketing, and this system can be scaled up or down depending on time and resources.

Current sales and marketing initiatives can continue while the new integrated strategy is defined and planned. As we’ve learned through our annual research, not only do you need a strategy, you also need to document it. Download The Essentials of a Documented Content Marketing Strategy: 36 Questions to Answer. It also should outline the obstacles and opportunities you may encounter as you execute your plan. You may also want to map out content you can deliver throughout their buyer’s journey in order to move them closer to their goals.
But sharing your documented strategy is also good practice for businesses that are just starting out with content marketing, for content teams that rely on internal or external subject matter experts, or for companies that outsource any part of the content creation and distribution process. In fact, these two things are so key that you may want to put them on a Post-it note so you can keep them in view whenever you are working on your content. To ensure that your content marketing program remains on target, consider revisiting your channel strategy, core topics, and team processes on an annual basis — or more often if you are just getting started.
Subscribe to Content Marketing Institute and get firsthand access to the latest tools, techniques, and insights. Most online business owners are either not well aware of the technicalities of marketing or are too busy to take up that department into their own hands. This can be achieved by finding new customers or getting your current customers to buy more of your product, instead of your competitor’s product.
Once this is established, you can write a marketing plan, which is the detail of the specific marketing activities you are going to take action in order to achieve your business aims and objectives.
Look at where there is a clear overlap between your customer profile and your business profile. These secondary metrics are probably middle-of-funnel results and could encompass things like email subscribers, engagement (however you quantify it), downloads, or leads, etc. By breaking it down this way, you can start to see whether there are specific strengths and weaknesses in your content marketing. I think that we sometimes forget that working hard isn’t necessarily the best way to get the results we want. An aligned strategy turns customer insight into market impact to drive profitability, allowing you to make smart tactical marketing investments where you can grow the business. With the basic foundation of a clear value proposition and well-crafted messaging, new initiatives or campaigns be rolled out to one or two key projects or events on a pilot basis – and then phased in over time on subsequent initiatives. We design, develop and implement marketing services, channel selling programs and event strategies.
But, before we dig in, there is one critical distinction you should understand: A content marketing strategy is NOT the same thing as a content strategy. In other cases, it may make more sense to create targeted summaries for certain stakeholders (for example, busy executives, or external agencies), based on how your content marketing strategy will impact their particular roles, processes, and objectives.
This should help you determine which components of your content marketing strategy are most appropriate to share with each team. You will be able to work from home, at your own comfort and as long as you are able to successfully grab the attention of a healthy number of good customers, you are doing a good job.Online marketing services are not limited to online business companies. Getting sales and marketing to work together and produce bottom line results requires an integrated marketing strategy. Our results speak for themselves — enhanced sales productivity, increased channel effectiveness, and incremental business opportunities with new markets or partners. Even business houses set up on the streets of the city benefit from being part of a well-connected network and having its name spread like wildfire over the net.When you are taking up the job of promoting the business, you need to set in mind a target audience right at the beginning. This helps with the planning and execution of your idea as you are well aware of the tastes and preferences of the group. Find ways like incentives to encourage referrals as they are one of the fastest promotion methods and a great way to expand customer base.Do you like this post?

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