The same concept applies with list purchasing, tradeshow marketing -- anything where you don't own the property from which leads are generated. Unless your company lives from website traffic, a pure publishing model without an overall strategy makes no sense. Make edits as you see fit, but these frameworks should be helpful in getting you started if this is your first time hiring for any of these positions. Thanks for stopping by and commenting. By the same token, your content coaches and educates your audience through this problem as they begin to identify and address it. That works pretty well, especially if you’re not publishing a lot of content. Stay up to date with the latest marketing, sales, and service tips and news. You should have command of best practices and trends in social media marketing, enjoy being creative, and understand how to both build and convert a digital audience. TrustPulse Just as you can create content in different formats, you'll also have different channels you can publish to. Stel een gedetailleerd profiel op van een fictieve klant die uw doelgroep vertegenwoordigt. Content marketing requires manpower, so the first step is figuring out who is going to head up the program. For additional guidance, use HubSpot's Marketing Plan Generator to create a 12-month strategy in just a few minutes. Een effectieve boodschap bevat de volgende drie onderdelen: Naast de algemene aspecten over je doelgroep is het ook belangrijk om een nauwkeurige omschrijving te maken. De bezoekersdata wordt anoniem verwerkt en kan niet worden herleid naar individuele gebruikers. But this should not surprise anyone. Blogging on an ongoing basis in support of your other projects and to attract site visitors through search, social, and our email subscribers. Whether you use HubSpot or another CMS, you need some CMS so your content marketing team can easily set up a blog, add blog posts, and add website pages without having to get help from IT or developers. Thanks for this really useful article. Finally, start writing or creating your content. Het plan van uitvoering is de distributie van je content naar de juiste mensen op het juiste moment. This doesn’t mean that a solid content marketing plan does not often require additional budgets but you’ll sell more business and a better brand perception to the C-suite, not necessarily a content marketing strategy. Great piece! They might be used to generate leads or contacts, or for brand-building purposes. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. I really appreciate the way you structured the post – simple, easy to understand, and a delight to read. Same goes for designers -- often, they would rather spend time creating something beautiful and functional than marketing it. Both of these will let you see if your content is being mentioned and shared, helping you hit those KPIs for awareness and engagement. You can do this, for example, via lead flows that politely ask readers if they'd like to subscribe as they're reading through certain articles on your website. You create a few sample infographics and share them on social media so people see what the tool is capable of doing, and between that and the traffic coming from organic search, you start to get a few hundred people using it every month. A content marketing strategy (not to be confused with a content strategy) analyzes the different ways content marketing can be used across the buyer’s journey, the customer life cycle and/or the different customer experience touchpoints but it goes beyond that. To develop a successful plan, you need to clearly define your content's target audience — also known as your buyer persona. From your blogging efforts to your social media marketing, Website Grader grades vital areas of your marketing and sends you a detailed report to help you optimize and improve each area. Aim to have three bloggers on staff, and two employees for each of the other roles. https://blog.hubspot.com/marketing/documenting-content-marketing-strategy#sm.0009kzvdr14tgd8svvn1idyxaegxb, https://www.eismacontentmarketing.nl/9-praktische-stappen-naar-eigen-content-marketing-strategie/, Bekijk hoe je reactie-gegevens worden verwerkt. Content marketing strategie: de voorbereiding. That’s called the skyscraper technique. With a marketing team size of around 18, your content marketing team will be staffed with all the same roles -- bloggers, long-form content creators, SEO specialists, designers -- just multiplied. Content strategy, according to Kristina Halvorson and Melissa Rach, involves the planning, creation, governance, and maintenance of content, whereas content marketing strategy focuses on the narrow discipline of marketing content. But now it’s time to do just that. In turn, this information helps you see which content ideas would do well if you were to create content about them. That’s a awesome content marketing checklist ideas. Today's content strategies prevent clutter by managing content from a topic standpoint — as explained in the video above. 3-D content – source Arketi Group and Pardot, Frameworks for smart content marketing programs, Developing a content strategy for customer engagement, Content marketing strategy: content formats in the changing buyer journey, Content marketing strategy beyond the first degree(s): value chains, Getting internal buy-in for a content marketing strategy – part 1, Content marketing: organization and management, The role of influencers in a content marketing strategy. Next, it’s time to assess the usefulness of the content. By monitoring your progress, you’ll be able to tweak your content marketing strategy at regular intervals, so it’s always up to date. 2. And the cool thing is it doesn’t need to be complicated. Her career has included stints as a journalist, blogger, university lecturer, and ghost writer. That’s it! Expert in Adobe Creative Suite or similar technologies. We recommend that blog posts be between 1,000 and 2,000 words in length, but you should experiment to see if your audience prefers longer or shorter reads. And again. What will your publishing workflow look like, including content scheduling? By knowing your target audience, you can produce more relevant and valuable content that they'll want to read and convert on. Editor's note: This post was originally published in September 2018 and has been updated for comprehensiveness. The proxy for content marketing in the following charts is "Attract", since content marketing is the top-of-the-funnel activity that attracts people to your business. Waarom begin je in de eerste plaats met content marketing? Of dat een samenwerking met een bureau een betere oplossing is. Your competitors likely have a similar product as yours, which means your potential customers need to know what makes yours better — or, at least, different. That means: You may also want to look at how your content compares with that of your competitors, and see how any new content will fit in the market. Repeat the process till you have planned out content for the next few months. Excellent organizational skills to work independently and manage projects with many moving parts. I recommend content marketing teams have 2-3 metrics they measure, and perhaps some secondary metrics each sub-team can measure to help understand when there are different levers to pull. It’s no wonder so many people are interested in learning this skill. Every prospect has his own preferences and in a cross-channel lead nurturing approach, meeting those should be the most obvious thing on earth. When you have demographic data and customer feedback, you can create or flesh out buyer personas. Het is niet meer voldoende om alleen te adverteren. A content marketing mission statement outlines: Here’s an example from CIO.com’s about page. Designers need to fulfill requests for employees on every team -- making them more full-funnel marketers than dedicated top-of-the-funnel marketers. Instant follow in Twitter, too! Leg vast waarom je aan de slag gaat met content marketing, de risico’s die daarmee gepaard gaan en je visie op wanneer het succesvol is. Another great tool for keeping content projects organized from planning to publishing is Zerys -- a content marketing tool with a built-in marketplace of professional writers. Posts should provide valuable content for your audience that makes them inclined to share posts on social media and across other websites. Knowledge of HTML, CSS, and JavaScript a major plus. Now is a great time to align your team's goals with the rest of your organization's goals. We're committed to your privacy. Click on a content type and a network to see a list of your most shared articles for that metric. The KPIs will help you know when you have achieved your goals by providing milestones you can check off. The best customer avatars include information on your customers’ pain points, challenges, sources of information, and behavioral motivators. The next step is to figure out what you need to create that content. And over time, that one blog post you wrote years ago will continue to generate leads over, and over, and over, every single month. Theory #2: A lot of the content marketing teams are made up of writers, rather than marketers. Before choosing a customer for a case study, you should determine which form the testimonial will take and the area of your business to which you're trying to drive value. Visual content plays a big role in the success of a content marketing strategy. One way to find content to add to the calendar is to do some initial research to find the topics your audience will respond to. Plus, your content will not only help attract leads — it will also help educate your target prospects and generate awareness for your brand. To get you started, here are some sample job descriptions, along with the skills and qualities ideal candidates will possess. It's important for a content strategy to know who's creating what, where it's being published, and when it's going live. Let’s detail the content marketing strategy a bit more with a quick list of things to do. Take a look at these successful content marketing examples for inspiration. Your content reinforces the solution(s) you're offering and makes your customers more qualified users of your product. This could mean repurposing content into new formats and publishing them on your blog, creating original content specifically for external sites or publishing website content on various social networks. The Feedly RSS feed is a wonderful way to keep track of trendy topics in your industry and find content ideas at the same time. Even so, when you turn off that budget you lose that traffic ... right? Experience designing assets that are mobile-, tablet-, and desktop-friendly. Now, let's dive in to learn the specifics of how to create a content marketing plan. Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. So blog posts are an essential part of your content marketing mix, and they still deliver strong results. Door deze strategie apart vast te leggen, wordt het makkelijk voor iedereen in je team om in te zien wat, waarom, en hoe jouw bedrijf communiceert. Next, think about the types of content you need to create.
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