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Content marketing essentials

Author's avatar By Dave Chaffey 11 Feb, 2014
Essential Essential topic

5 key issues to consider to make your content marketing more effective

I recently recorded a short series of short videos for TFM&A Insights where I selected just five factors to focus on to improve key digital marketing techniques. 

In the first video I cover Content Marketing. If you were picking just 5 factors to help make content marketing successful which would you choose?

The five practical success factors I cover in the video are:

  • Success Factor 2. Prioritise content for different audience needs using the content marketing matrix. See the Content Marketing infographic for how you can audit and brainstorm content ideas and the persona toolkit for how to create relevant personas. 
  • Success Factor 4. Repurpose and re-use. So much potential content like a whitepaper is underused. You can also repurpose other content - see Dan's post on 23 ideas for content curation.
  • Success Factor 5. Integrate content marketing across all touchpoints. For example, email, different web touchpoints, offline – make content a core part of your OVP, using the most relevant specific content for each channel.

If you're attending TFM&A 2014, I'll cover more examples and techniques  when delivering the keynote and running 3 workshops for different types of businesses over the 2 days. 

Dan Bosomworth and Dave Chaffey of Smart Insights will be attending throughout the event on Stand H24 - do pay us a visit and we'll be happy to discuss any of your questions on Content Marketing or other topics. We're also offering a new planning infographic as a takeaway for all members who drop by. 

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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