Most marketers are into content marketing now, but many of them are not getting result as expected.
The idea of content marketing is not just about writing some articles occasionally, publish them on the blog, post the link in social media and waiting for comments.
You need to go further. Attractive contents, consistency, engagement and measurement are the essential parts. You can’t miss them.
Content marketing should be a continuous process. It has to be strategically implemented in a regular basis. Otherwise, your effort is useless.
Start by defining your content marketing goals. After that, ask yourself these following questions. Answer them to ensure the effectiveness of your strategy.
1. Who is viewing and reading the content?
As a marketer, you should have known your target audiences and target market before executing your marketing campaign.
This question determined whether you are on the right track or not. Which demographic do your contents attract? Are they male or female? Children or adults? What are their ages?
Besides, you also get to study their psychographic, including behaviour, interest and personality.
Analysing this data help you find out are you on the correct path of your content strategy and target audiences.
2. Which sources bring the most traffic to your content?
Are they coming from social media such as Facebook, Twitter, Linkedin, Stumbleupon, Flipboard, etc? Are they coming from search engine? Organic search or paid search? Or other website or platform that bring the traffic in?
For example, if you have placed an advertising banner on some online magazines, you need to track down which one bring in highest web traffic.
Getting source of traffic information will help you determine which media and platform to push your content more intensively.
3. Which contents do the audience engaged with?
Is it product related information, industry related knowledge or other general topics about the industry that create higher responds? Is it article based content, videos or visual infographics that resonate better with the audiences?
Working on these data will help you figuring out the most appropriate contents for your business. It allows you to adjust next content to publish to increase engagement and reach your campaign goals.
4. When did they view the contents and for how long?
Figure out are they viewing and reading the contents on morning, afternoon, evening or night? Mark down the time frame for each topics. After that, write down how long they view each relevant topic. From here, you can go analysing the content much more specific.
For example, you might have high page view on one article, but they don’t stay that long to read it. A problem right? First assumption, you could have a very interesting title, but there’s not much of the attractiveness in the article itself.
Observing this data assists you in creating better contents and topics in the future.
5. Where does the audiences view the content?
We are in the era of mobile devices, where smart gadgets are everywhere. You might have a Macbook, iMac, Windows laptop, a desktop computer, iPhone and Android devices, all at one time. The thing is all of these devices has different operating system and screen resolutions.
Observing content viewing devices lets you analyse any problem that might exist on certain device and optimize them.
These questions are commonly generated by marketers to understand what should they do in term of content marketing in the first place. These questions are also useful in defining future development and adjustment of content marketing strategy.
These questions also work as basic tools to measure the effectiveness of your content marketing strategy.
There are still many other questions you can generate to determine your content marketing strategy. They depend strongly to the goals you would like to achieve.
If you have other suggestion to add to the list, please let me know in the comment box below.
Wahidin Wong is a digital marketer. He is also a jazz and bossa lover.