Digital Marketing Megatrends 2017
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Since I'm always pushing the importance of content marketing and creating infographics about how to use content marketing, it's interesting to see the questions marketers ask about them. This week a client asked me a great and simple question this week...
"I understand creating content, but where do I put all this content… what kind of content goes where"?
That's a fair question that I think many will have.
The short answer is there are no rules, but there is some common sense if you can step back and look at your marketing process ended to end. Here's how we'd recommend that you approach it… plan your content rather than just creating it en masse, orientate your content around people at different buyer stages, simplify it by focussing on what matters to them at those stages. The huge advantage to this approach is not only that you'll be more effective, it's that you can get a tonne of useful content and information from within the business, too.
The core aim that we all have is to ultimately sell something, so let's start here. By definition this content is going to be on your website in the most-part. So you're going to need a place to place content in a way that can be related to what you want to sell - important!
You need content that is built to nurture a community or fan-base. That community is most-often virtual, spread everywhere, but you're on their radar because you create valuable stuff. Smart Insights do this via our blog, but in most commercial cases you still see this done well in emails, especially in the B2B space. It's not that you can't sell to the community, an effort to be valuable is sales in it's softest sense, but the intent is to be valuable first and foremost, which is what makes it different. So forget about the money off banners here 🙂
So as not to lose that privilege of having a strong fan base - here are a few tips for managing your content marketing:
Here we're talking about outposts, something we've covered before in infographic form. What should you create for those places? The key again is in recognising that your audience are already present in multiple locations, this "new business" (if we're thinking B2B as example) maybe don't know you exist or even care so much at the moment. Putting content in their lap therefore makes great sense.
So, that's what I advise. What about you, is this relating to anything that you're finding, do let us know!Image courtesy of Kevin Thom photography
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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