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Your Content Marketing Strategy & Lifecycle, Explained.

By November 22, 2020No Comments

There’s never been a time for digital marketers where content has been at the forefront of carrying the marketing strategy. Through growing competition on all fronts, content has never been more king.

As I like to tell my team, there are different types of content for different purposes (in which I’ll write a whole separate post about,) which will help for scale and growth. It only takes ONE great piece of content that can really start to drive your business, or at-least change it in terms of taking it to another level.

SEMRUSH did an incredible job at explaining the content strategy and lifecycle approach.

Your Content Marketing Strategy Lifecycle Explained.

Research
✔️ Conduct your market analysis;
✔️ Run competitive research;
✔️ Run a content audit;
✔️ Identify content & keyword gaps;
✔️ Identify your sales funnel;
✔️ Build your buyer personas.

Ideation & planning
✔️ Choose relevant business metrics;
✔️ Set goals using the OKR planning system;
✔️ Check if your key results using the SMART approach;
✔️ Brainstorm ideas for achieving your key results;
✔️ Create an action plan.

Content creation & optimization
✔️ Research content topics resonating with your audience personas;
✔️ Prioritize them;
✔️ Decide on content formats;
✔️ Create valuable and unique content;
✔️ Make it appealing for readers: add stats, visuals, expert quotes;
✔️ Make it SEO-friendly;
✔️ Make it easy-to-share: add social share buttons, click-to-tweets;

Content distribution
✔️ Create a distribution strategy;
✔️ Repurpose your content and share on social media;
✔️ Collaborate with influencers and partners;
✔️ Use content communities;
✔️ Build high-quality links;
✔️ Run a paid ads campaign;
✔️ Leverage your email list.

Analysis
✔️ Gather the results of your campaign;
✔️ Measure your content performance using the right metrics according to your goals;
✔️ Extract insights to refine your content strategy;
✔️ Create a correction plan.

♻️ Repeat!

I think what most will find surprising is the amount of ‘touch points’ it can take to run a real content strategy. Truth be told, from what I’ve seen, most companies don’t have much of a content strategy, but, the one you see that do, you can see how their business grows overtime, those doing it right.

If you don’t have a content marketing strategy, this is the time to really prioritize going into 2021.

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Pablo Palatnik

Pablo Palatnik

Pablo Palatnik is an industry veteran in e-commerce & digital marketing with over 20 years experience. He successfully built and sold businesses; he now serves as the VP of Global E-Commerce for cosmetic dermatology brand DS Laboratories. Pablo is the Founder of Etrend.com.

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