Tips to Plan Your Property’s Content Marketing Campaign
When it comes to your content marketing campaign, the strategy seems straightforward enough. The implementation? Not so much.
Everyone knows the first steps — develop your buyer personas, identify industry pain points, know what your remarkables are, then develop content.
But content development isn’t, or certainly shouldn’t be writing blogs and other content at random. Instead, content should be planned carefully and with great intent.
Knowing where to start with your content planning can be difficult. Thankfully, my team and I have a methodology that we hope you’ll find useful.
Planning Your Content Marketing Campaign
Everybody plans content differently. For my team, we start by identifying our focus for the quarter. Is there an industry the client wants to focus on? Is there a topic that we can touch on effectively to reach our target customers? These questions dictate our focus, buyer persona, and pain point.
From there, we identify both the keywords someone might use to search for information at each stage of the buyer’s journey, and also what campaign offers would resonate best.
Remember your personas when planning content. While this seems simple enough, this is probably one of the longest points in the process. This section is your foundation, and if your keywords are not accurate, or your content doesn’t speak to the persona, your content marketing campaign won’t be successful. That’s certainly a lot of pressure, but there are ways to find security in your campaign plan — namely, user testing.
User Testing and Developing SMART Goals
It can be easy to……
Everyone knows the first steps — develop your buyer personas, identify industry pain points, know what your remarkables are, then develop content.
But content development isn’t, or certainly shouldn’t be writing blogs and other content at random. Instead, content should be planned carefully and with great intent.
Knowing where to start with your content planning can be difficult. Thankfully, my team and I have a methodology that we hope you’ll find useful.
Planning Your Content Marketing Campaign
Everybody plans content differently. For my team, we start by identifying our focus for the quarter. Is there an industry the client wants to focus on? Is there a topic that we can touch on effectively to reach our target customers? These questions dictate our focus, buyer persona, and pain point.
From there, we identify both the keywords someone might use to search for information at each stage of the buyer’s journey, and also what campaign offers would resonate best.
Remember your personas when planning content. While this seems simple enough, this is probably one of the longest points in the process. This section is your foundation, and if your keywords are not accurate, or your content doesn’t speak to the persona, your content marketing campaign won’t be successful. That’s certainly a lot of pressure, but there are ways to find security in your campaign plan — namely, user testing.
User Testing and Developing SMART Goals
It can be easy to……