Chris Lake (Chris Lake), director of content for the agency Econsultancy, recalling a brilliant example of systematization in chemistry - the periodic table of elements, - decided to try to do something similar in content marketing. The result of his work - “Periodic Table of Content Marketing” - was published on the Econsultancy portal.
And now decipher
Strategy - the foundation of content marketing. With what tools you will implement your tasks and through which channels you will promote content - it depends on your long-term business goals. Plan, study your target audience in detail and focus on solving specific tasks - this is content marketing strategy.
Content is diverse, do not forget about it. You can engage the audience through various formats: videos, presentations, webinars, texts, infographics, games, etc. Even within one article, you can combine various forms of information submission: for example, text + visualization.
Types of content
There are basic types of content that work well for many businesses. Cases, reviews, answers to the most common questions, stories of the best practical solutions, etc. - You can use many types of content to promote your brand on the web.
In accordance with your long-term goals, you choose the channels you need, through which you will promote your content: your own website, social networks, video services, the blogosphere, media and contextual systems.
Services statistics, the use of various metrics will help you in numbers to measure the effectiveness of your content marketing strategy. The number of views on the site, the number of unique users, new downloads, etc. - Use metrics to see if you are moving in the right direction and how fast.
All your materials should correspond to the main objectives of your business - generating search traffic, increasing sales or increasing your brand awareness.
What content is most popular with people? What love to share? Containing a message provoking emotions: funny! cool! shock! sexually! unbelievable! contradictory! etc. It is easier to win the love of the audience, addressing it with one of the messages provoking emotions. It is the content created using the "emotional drivers", the content that makes you feel, collects the most likes and tweets, people share it on social networks.
Create checklists for detailed checking of your content: whether the article title is optimized for search, whether the text has passed editorial reading, whether the style of the material corresponds to the topics and expectations of the target audience, etc.
In conclusion, it is worth noting that the “Periodic Table of Content Marketing” is certainly far from complete, and the author does not claim to cover this too voluminous topic. It is rather an original game experiment, by the example of which you can create your own spreadsheet to display all the points of your content marketing strategy.