Why content is the most essential aspect of marketing

By January 7, 2019 Marketing

In the span of my career as a writer, I have come across countless people who would claim that content is a secondary thing for businesses and rather expendable. Not that I would start advocating for my then profession, I would simply ask them a question: How do you stay updated on the latest advancements in different industries or the general news? The answers would range from the use of social media feed and websites to the newspapers and channels. And with this reply, they would simply prove my point that it is the content and content alone, which rules the businesses, laddering them to their respective goals.

Content is like bricks, unorganized remains a heap and when organized, leads to the creation of buildings and what not. Reiterating on the part of organizing the content, the point is to create content that adds value to the market, not a random piece for the sake of SEO or traffic generation. Content curation requires a planned marketing strategy, thoughtful vision and relevant topics. And only if content marketing was all about typing down words that made sense. There is much more to this art than what meets the eye.

For erecting the building of your vision, goals, aims and business, here are the 11 crucial building blocks you need to fit together and fix:

  1. The Site Preparation – Brand Guidelines: While a brand works as a person, it requires a specific tone of messaging, personality, language and voice. But there always will be more than one person responsible for the brand’s communication, and so a number of tones can be released out to the public. And this is where brand guidelines come into play, to maintain the brand’s personality, no matter how many employees are engaged in the act.
  • Foundation Construction– Objectives of Marketing: The objectives, goals and KPIs for brands vary from each other, depending on the nature of their respective business. And this change is reflected in the content marketing initiatives of the said brand. For each business, the relevant metrics will be different, be it their performance marketing content or the consumer perception content. The prime motive is to determine the brand’s short and long-term goals using tools and channelize approach to strengthen those.

Framing – Customer Persona: Marketing needs a targeted approach, ranging from the broad groups of consumers to narrowed down specific behavioral attributes and demographics. To reap the maximum benefits out of marketing, brands need to document customer persona to influence leveraging the researched data. The major elements include:

Dive in to find what the market is overlooking at and play the trump using that attribute.

  • Load Bearing Walls  – Market Research: The sentence ‘Complete Research’ doesn’t exist, as one can never have enough research over the ever-changing market. The cornerstone of customer insights and understanding is derived from a number of data points, including, primary research, third-party data and historical data (customer feedback, surveys, demographics, studies and sales data). Incorporation of tools like Google’s Consumer Barometer adds more to help understand demographic groups in a refined manner.
  • Partitions – Customer Journey Map: With the creation of objective outlines, defined persona and research, the next step is to draw the journey map of customer’s specific requirements in order to serve them impeccably.
  • Roofing – Content Mix: What importance research and understanding customer holds, similar is the importance to look out for the state of the content the brands need to churn out in accordance with the opportunities and openings. Leaving no stone unturned, brands mark their presence across all content channels. This at times results in the loss of quality or focus, while struggling to maintain the flow of content. The answer is simple, brands require to find their unique place and stand out by sharing content that adds value to the industry.
  • Installations – Process: With content channels and strategy defined, the next step is to define the process and workflow. This begins with the creation of core content buckets, including, blogs, video, microsites and ebooks. Successful brands define their best practices, ranging from when to begin and pause the resources, step measurements, final output and assessment of utilized resources. These practices facilitate in identifying the gaps, breaking points and strengths.
  • Painting – Content Calendar: An editorial calendar segmented with topics, campaigns and the owners of the tasks, and the brands set off with their plans. A content calendar is crucial to help brands plan and visualize the future through the set of posts and initiatives queued.

The work of writers is never done, as it is a continuous process that goes on and on, adding value to the industry and depth to the respective businesses. Content is the skeleton on which the brands grow and stand tall, so define your strategies wisely.

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