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Three Basic Steps To Plan Your 2020 Content Marketing Campaign

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Any savvy marketer knows there is a lot more to content development than writing a blog and haphazardly publishing it to your company’s website when you have time. To create and execute a content marketing campaign successfully, your content should have a carefully crafted purpose and be planned out well in advance.

Great content delivers the exact information your prospective customers need, when and where they need it — and one of the best ways to accomplish this is with a full-fledged content marketing campaign.

For many business professionals, this process is much easier said than done. Below, we’ll explore a few basic steps to get your 2020 campaign started:

1. Consider Your 2020 Goals

At this point in the year, your team has likely already mapped out a strategic plan for your organization in 2020 — from strategizing how you will manage your online reputation and what (if any) leadership changes will take place, to new technology you will implement to streamline processes.

Before planning your content marketing campaign, it is essential to consider the goals your team has set in place for the new year, and how your content will complement them and drive results.

If you have not already, identify your focus for 2020. Are you targeting a new market demographic? Have you made changes to your products or services that you plan to promote? Are you offering a new promotion?

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The answers to these questions will dictate your focus. From there, you can identify the keywords someone might use to search for information about your services and what blog content would resonate best with your target audience.

For example, when one of our clients, an alternative online ratings platform, set a goal to change its core messaging, our agency shifted the company’s entire campaign. The client wanted to shift from promoting how alternative ratings can drive new leads and instead focus on how the ratings market is transforming to meet the changing needs of today’s consumers. Our team took this fresh messaging and developed blogs, emails and social media posts to complement and promote the client’s new focus with great success.

2. Research Your Buyer Persona(s)

Never lose sight of your buyer persona(s) when planning your content. While you now have a primary focus in mind for your content, it is still important to consider the pain points your prospective customers are experiencing, and address these challenges in all pieces of your content accordingly. If your content does not speak to your persona, your campaign will likely suffer and may not drive the ROI you desire.

According to HubSpot, “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”

Research the market demographics of your audience. Take into consideration customer demographics, behavior patterns, goals and motivations. Be as detailed as possible. What social channels do they use regularly? Where do they like to spend their free time? What products or services are most valuable to them? What’s the most challenging aspect of their daily life that you are trying to solve?

These questions will not only help you determine who your content should be targeted toward and how it should be promoted, but they will help you craft specific blog and offer topics that position your business as a valuable resource.

For example, with the alternative ratings platform, our research found that its buyer personas — decision makers and senior-level marketing managers — were not only struggling to understand why alternative ratings were important but also why their internal online reputation management efforts alone were not yielding the results they desired.

3. Plan Your Content

When I talk about content marketing, I do not just mean blogging. While blogging is an integral component of your campaign, your strategy should also include social media, emails and drip campaigns, downloadable offers, and landing pages.

That being said, a campaign often begins with engaging blogs that then lead prospective customers down the marketing funnel. With your 2020 focus and buyer persona in mind, it is time to determine a series of blog topics that support and promote your goals while addressing the pain points of your target audience.

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For example, when the alternative ratings platform shifted its messaging, our team developed an extensive list of blog topics to support the change. Instead of topics like “Five Ways Alternative Ratings Can Drive Leads to Your Business,” we brainstormed topics like “Why Subjective Ratings Are on the Downfall, and How Your Business Should Respond” and “Why Your Online Reputation Management Efforts Aren’t Working.”

These topics not only promote the company’s new messaging, but also address some of the core pain points of the company’s buyer personas.

Once you have your blog topics in place, things should begin to flow more easily. From here, you will develop supporting social media posts, targeted email campaigns and downloadable offers that help tie these pieces together while promoting your organization’s products or services.

Planning What Works Best For Your Business

While the basics of developing a strategic content marketing campaign are similar across various industries, the implementation of this strategy will vary depending on your business and location and the market demographics of your audience.

Ultimately, you must map out what will work best for your organization and buyer persona(s). Setting up and growing a successful content marketing campaign takes time, patience, creativity and organization. If you follow these steps to get you started, executing your strategy for the new year won’t be as daunting as it seems.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

Owner of Criterion.B, overseeing client strategy and company culture.

 

Source: Three Basic Steps To Plan Your 2020 Content Marketing Campaign

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Remember: You Are Not The Target Audience

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One key component of any marketing program is determining a target audience. That is, once you’ve developed a message, who do you want consuming it?

Ask yourself: Who should care? And who will care? How am I going to create compelling content that attracts the people my business can best serve?

If you’re representing a tech startup in Silicon Valley, perhaps your target audience is recent Stanford graduates looking for a job. If you’re promoting a skiing and snowboarding conference in Boston, then your target audience is most likely the avid skiers and snowboarders in the New England area. For sporting goods companies in New England, you want to be reaching athletes in the region but also their family and friends — those who could make purchases on their behalf.

It may seem like common sense, but your target audience is just as important as the message itself, and the channels by which you’re communicating it. Picking the right audience can turn an otherwise average PR campaign into a resounding success. Choosing the wrong audience, however, can derail even the best-laid talking points. Targeting the right demographic can be invaluable.

One of the most common mistakes I see people make when identifying a target audience is assuming that they represent the demographic. Just because you don’t use Facebook or Twitter, for example, does not mean that your target audience doesn’t. I often advise baby boomers who aren’t active on social media and yet are trying to reach Americans who use it every day. And I tell them: Your blind spot isn’t necessarily the average American’s.

My mom and I have a joke because as an 86-year-old, she doesn’t care for watching 20-somethings with bare midriffs shaking their bottoms on television. When she complains and asks, “How could anyone watch this stuff?” I respond, “Ma, you are not the target audience.” I’ve said this to her so many times that she hears me start saying that line, and we end up saying it in unison.

Take Instagram, one of the most popular platforms for photo and video sharing. Instagram has 1 billion users around the world. Just under 3% of Instagram users are in the 55- to 64-year-old age group, although many in that age group are probably professional decision makers — from small business CEOs to nonprofit executives. Users under the age of 35, on the other hand, make up more than 70% of the platform’s users.

Therefore, if you’re looking to target that age group with a PR or advertising campaign, Instagram can be a powerful tool — regardless of your own social media preferences. Even if you don’t post travel photos and share concert videos on Instagram, it doesn’t take away from the power of Instagram as a way to communicate your message to others.

Identifying the right demographic requires a holistic view of the general population. Think beyond yourself. From college students and CEOs to football dads and soccer moms, the United States is home to more than 300 million people of different ages, colors and creeds. We truly live in a melting pot. Also, just because someone is female, 40 years old and likes shopping does not mean that she is the same as another person the same age.

One 40-year-old might like shopping at Cabela’s for hunting supplies, and the other might like going to the makeup counter at Nordstrom. So it’s important to drill down and know your audience. I sometimes say that marketing is like marriage. You need to know your partner so well that you can anticipate their every move and preference.

Not everyone is like you. Not everyone consumes content like you do or gravitates to the same messages as you. What you find unappealing someone else may find incredibly tasteful.

Because there are so many people in the United States (and globally), picking the right target audience isn’t always easy. But therein lies a golden opportunity — an opportunity to reach consumers you didn’t even consider at first.

That’s what makes marketing fun (at least for me). You have an opportunity to reach all sorts of people by learning more about their tendencies and unique interests. The sheer size of the population forces you to learn.

Stepping outside of yourself is valuable in many aspects of life, but especially in terms of communication. Imagine how boring the world would be if you had to send messages only to people like you.

Fortunately, there’s much, much more to the world than you, my 86-year-old mom or me. Remember that, and remember to choose your target audience accordingly.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

Nancy Marshall, The PR Maven(R), CEO & Founder, Marshall Communications, creating & implementing marketing/PR/personal branding strategies.

Source: Remember: You Are Not The Target Audience

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Find The Content That Works & The Influencers Who Matter

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Of all the goals you have for your content, the most important is engagement. Sure, traffic is great, but if your content doesn’t engage that traffic, you won’t see the results you were after.

While many options exist, interactive content is designed with the sole purpose of grabbing your visitors’ attention and keeping it until they are satisfied. Fortunately, with the help of an interactive content marketing platform, it’s never been easier to produce this kind of valuable content.

4 Examples Interactive Content Marketing Platform

Furthermore, there are only four main types of interactive content you need to consider for your website. Better still,
with the right interactive content marketing platform, just about anyone can
create an engaging example quickly and, often times, for free.

1. Quizzes

Maybe the most popular form of interactive content is the basic quiz. They’re simple to create and take. Yet, quizzes can produce absolutely incredible results. In fact, Women.com owns well over half the engagement for quizzes, dominating even Buzzfeed, which is probably better known for this kind of interactive content.

Their quizzes aren’t overly complicated, either. Check out their most successful one, “Quiz: Only 1 In 50 People Can Identify These 16 Grammar Mistakes. Can You?

SurveyMonkey
is an extremely popular interactive content marketing platform and is also completely free to use. Otherwise, Quiz Maker offers three different options.

2. Calculator and Tools

Online calculators do more than just help readers add and subtract. They help readers by making convoluted calculations much easier. For example, if you wanted to know what the “Tax Cuts and Jobs Act of 2017” would mean for you, the NY Times’ tax calculator requires you to only answer four questions.

Another extremely popular tool is a mortgage calculator. Just about every major mortgage originator and real-estate advice site offers one. That’s because those in the market for a new home absolutely need this information, but would rather not conduct complex calculations in order to receive it (or find out for the first time when they’re in a lender’s office).

Take a look at this mortgage calculator from NerdWallet for an excellent example of how you can use an interactive content marketing platform to create a winning webpage that will bring you traffic for years to come. If you’re looking for a free interactive content marketing platform to build your site a calculator, try uCalc or Calculoid. For those who may need more from their calculators, ContentTools is an excellent choice.

3. Interactive Visuals

Interactive visuals make it easier for people to understand complicated concepts by illustrating them with visuals. As opposed to an infographic, though, these visuals allow the viewer to adjust the input for specific outcomes. One really fun example that showed up in recent years was “Winds and Words”:

“Using data collected
from script dialogue and other sources, this experiment analyzes and visualizes
characters’ words and interactions from the first six seasons of HBO’s Game of
Thrones.”

If you watched the show, you know how daunting it could be at times to remember the dozens of characters’ interactions with one another, year-after-year. The fun tool shows users whom every character spoke to – and how often – broken down by season. This type of marketing asset is possible with an interactive content marketing platform like R Shiny. It’s too involved for any sort of free software, but the results are clearly
worth it.

4. Timelines, Sliders, and More

Finally, another fantastic way to use an interactive content marketing platform is to create a timeline or slider that shows the progression of a product, service, or event. For example, check out this cool timeline that documents the evolution of the iPhone. With just one click-at-a-time, you can watch as the model in front of you changes. That’s a lot more interesting than simply seeing them all laid out in one static visual because it gives you a much better sense of how the device’s dimensions changed over time.

Another interesting example shows how diversity in tech grew between 2014 and 2017. Once again, a simple side-by-side comparison of each year would have sufficed, but it’s far more engaging when you can look at each metric and see exactly how it changed with just a simple click. If your site needs a timeline, Preceden offers a free trial, yet it’s trusted by brands like Netflix and Slack. Otherwise, R Shiny is also great for this kind of content.

The Most Important Rule When Creating Interactive Content

Now that you understand what interactive content is and what your four main options are, the next step is deciding which would make the most sense for your business. As you research the different types of interactive content that is successful in your market, you’ll see that even in a single category – say quizzes – there’s no limit to what you can do. In terms of the questions you ask, the interface of the quiz, how results are provided, etc., the sky’s the limit.

However, remember this quote from the founder of “Convince and Convert,” Jay Baer, about content creation: “One of the best ways to succeed with modern marketing is not to try to be amazing, but just be useful.” Bells and whistles are great, but if your interactive content doesn’t actually provide the answers your market wants, don’t expect it to attract much attention for very long.

Keep in mind, too, that those answers don’t necessarily have to be life-changing. Finding out how much of a mortgage you can afford is great, but clearly, many of Women.com’s readers were interested in discovering if they could name “All 15 of These 80s Hits by One Line.” Different markets. Different interactive content.

It’s Never Been Easier to Create Interactive Content

Depending on the kind you want to create, an interactive content marketing platform could produce your next post by the end-of-the-day and for absolutely free.

By: Susan Moeller

Source: BuzzSumo: Find the content that works and the influencers who matter

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Your Marketing Stinks Like Fear That’s Why Your Content is Getting Ignored

Fear is like sex, sweet onions, and a seven-day road trip: Once the stink gets on you, it’s hard to shake. And, when it comes to the marketing strategies used and the content created by most organizations, that stink is so overwhelming it drives their audience toward any alternative that seems even remotely bold.

How do you gauge the influence fear has in your approach to marketing, communications, and content?

It’s relatively simple.

Do you make decisions about marketing, communications, and content based on:

  • Unwritten industry norms?
  • A desire to appeal to every possible audience?
  • A reluctance to be the first?
  • An avoidance of anything remotely controversial or political?
  • A lack of faith in your marketing and communications team?
  • A lack of knowledge about (or worse, judgement of) modern, diverse cultures and generations?
  • The way you’ve always done it?
  • An unwillingness to avoid making anyone angry?
  • A worry that you’ll look, feel, or get called stupid?

If the answer is yes to any of these questions, fear is playing a big role in your marketing and content creation.

Fear can be useful. For example, that guy who made the documentary where he canoodled with grizzly bears before being eaten by a grizzly bear could have used a little more natural fear encoded in his DNA.

But you aren’t canoodling with grizzly bears.

You are running a business.

In business, fear is the fastest road to irrelevancy.

And irrelevancy is failure.

To better understand how fear leads directly to irrelevancy in your marketing and communications, take a broader view of the word “content.” That word means more than just Instagram posts, videos, and blogs.

Content also includes movies, books, music, and art.

Using that definition, think of the content that forms big parts of our shared cultural history. Think Uncle Tom’s Cabin, The Grapes of Wrath, Invisible Man, Star Trek, The Twilight Zone, every Motown record Berry Gordy ever produced, “This Land is Your Land,” every painting Frida Kahlo ever painted, The Catcher in the Rye, every book Toni Morrison ever authored–all part of our shared history.

Combined, all the great works of content like the ones mentioned above represent an immeasurably small percentage of all the content produced, period. But the content we remember? The content that changes all of us collectively, and each of us individually? Behavioral change is the goal of any marketer, and content that succeeds in changing behavior–regardless of whether it is a great novel or a thirty-second commercial–is fearless.

Always.

Every time.

The same is true for your organization’s marketing and communications strategy. The only way to succeed as a marketer is to be heard, and the only way to be heard is to be fearless.

Finally, being bold and being fearless do not justify using Gandhi’s voice to sell Hyundais during the Super Bowl. That sort of “fearlessness” is just cynicism with good cinematography.

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Be bold.

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Source: Your Marketing Stinks Like Fear. That’s Why Your Content is Getting Ignored | Inc.com

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