Page 16 - index
P. 16
BEST PRACTICES & STRATEGIES
How to come up
with a good
content strategy
We all have been generating a lot of content over the on the world wide web. A number of questions can help
course of the years, but a recap on how to develop a you here, e.g. which issues and topics could be the
successful content strategy can’t hurt. Still, the easiest most interesting for your target group? And do you
way is of course to hire a content strategist, if you don’t have resources to provide for that interest? You should
want to go to work on it yourself. But if you decide to also define the keywords necessary (e.g. using Google
craft your own strategy, make sure you start with taking alerts) to find interesting content for your target group.
a look at what kind and amount of content you have so Can you produce summaries of this information to
far. make it easier to consume? What kind of entertainment
is preferred by your target group, and what makes them
Start with an inventory and audit of your content to find laugh? How can you touch them emotionally? Are you
out if it is still relevant to your audience. Most important- offering new products or services?
ly, however, is to double check if you are really getting
through to the right target group you are trying to reach Entertainment is the next big content category, and
in the first place. needs no further explanation. An important thing to
keep in mind is that you want to get the consumer emo-
What you find personally motivating or persuasive tionally hooked with what your content has to offer.
doesn’t necessarily mean that it is of interest to your
customers and prospects. Therefore, we recommend to Define relevant content channels
make use of tools available to figure out what keywords
and phrases your potential customers are using to find Nowadays, no one who wants to be taken seriously can
information when searching. And don’t forget to em- go without a company website, so that’s hardly worth
brace the huge number of social media monitoring tools mentioning, but do you have a blog? And what about
offered today to get insights into your consumers’ senti- your presence on social media platforms like Facebook
ment about issues, brands, and news. Consider de- and Google+ and activity to promote your content
mographics, psychographics, technographics etc. and there? Are you actively micro-blogging on Twitter and
couple the gained information with what you can find Pinterest? Do you have a YouTube account, and are
from search trends and social sentiment. The difference you using this channel effectively? What about net-
between the content you have and the content your au- working on Xing and LinkedIn? Are you making the
dience needs is your gap analysis. most of PR and available press platforms? Would paid
content platforms be an option?
Define the value and goals of content marketing in
the overall corporate strategy Well there are tons of questions to consider, to no sur-
prise, since there are many types of content, such as
You won‘t be able to head in any direction worth your white papers, case studies, research articles, short
while if your goals are not crystal clear. So know well texts (e.g. tweets, Facebook posts etc.), eBooks, vide-
what you want to achieve, be it raising your level of os, podcasts, presentations, infographics, and photo-
recognition, introducing new products in the most effec- graphs.
tive manner, establishing thought leadership or looking
to generate sales leads. Content Marketing should help Consider content marketing tools for support
win and engage new customers and deepen the loyalty
of existing customers. It should also result in closer cus- There‘s a wide range of solutions, platforms, and com-
tomer relationships.
munities on the market, and you should take care in
defining the above, to be able to choose the right ones:
If you have a good content marketing strategy - and
good content - it will result in higher levels of recogni-
tion, higher brand equity and higher ROI. Content Management Systems, e.g. Typo3, Joomla,
WordPress and other commercial solutions;
Further, your content strategy will also help your compa- Blog software, e.g. in house solution, WordPress,
ny to be found more easily amongst all that‘s available Movable Type etc;.
16 Asian eMarketing August 2014 - Content Marketing
How to come up
with a good
content strategy
We all have been generating a lot of content over the on the world wide web. A number of questions can help
course of the years, but a recap on how to develop a you here, e.g. which issues and topics could be the
successful content strategy can’t hurt. Still, the easiest most interesting for your target group? And do you
way is of course to hire a content strategist, if you don’t have resources to provide for that interest? You should
want to go to work on it yourself. But if you decide to also define the keywords necessary (e.g. using Google
craft your own strategy, make sure you start with taking alerts) to find interesting content for your target group.
a look at what kind and amount of content you have so Can you produce summaries of this information to
far. make it easier to consume? What kind of entertainment
is preferred by your target group, and what makes them
Start with an inventory and audit of your content to find laugh? How can you touch them emotionally? Are you
out if it is still relevant to your audience. Most important- offering new products or services?
ly, however, is to double check if you are really getting
through to the right target group you are trying to reach Entertainment is the next big content category, and
in the first place. needs no further explanation. An important thing to
keep in mind is that you want to get the consumer emo-
What you find personally motivating or persuasive tionally hooked with what your content has to offer.
doesn’t necessarily mean that it is of interest to your
customers and prospects. Therefore, we recommend to Define relevant content channels
make use of tools available to figure out what keywords
and phrases your potential customers are using to find Nowadays, no one who wants to be taken seriously can
information when searching. And don’t forget to em- go without a company website, so that’s hardly worth
brace the huge number of social media monitoring tools mentioning, but do you have a blog? And what about
offered today to get insights into your consumers’ senti- your presence on social media platforms like Facebook
ment about issues, brands, and news. Consider de- and Google+ and activity to promote your content
mographics, psychographics, technographics etc. and there? Are you actively micro-blogging on Twitter and
couple the gained information with what you can find Pinterest? Do you have a YouTube account, and are
from search trends and social sentiment. The difference you using this channel effectively? What about net-
between the content you have and the content your au- working on Xing and LinkedIn? Are you making the
dience needs is your gap analysis. most of PR and available press platforms? Would paid
content platforms be an option?
Define the value and goals of content marketing in
the overall corporate strategy Well there are tons of questions to consider, to no sur-
prise, since there are many types of content, such as
You won‘t be able to head in any direction worth your white papers, case studies, research articles, short
while if your goals are not crystal clear. So know well texts (e.g. tweets, Facebook posts etc.), eBooks, vide-
what you want to achieve, be it raising your level of os, podcasts, presentations, infographics, and photo-
recognition, introducing new products in the most effec- graphs.
tive manner, establishing thought leadership or looking
to generate sales leads. Content Marketing should help Consider content marketing tools for support
win and engage new customers and deepen the loyalty
of existing customers. It should also result in closer cus- There‘s a wide range of solutions, platforms, and com-
tomer relationships.
munities on the market, and you should take care in
defining the above, to be able to choose the right ones:
If you have a good content marketing strategy - and
good content - it will result in higher levels of recogni-
tion, higher brand equity and higher ROI. Content Management Systems, e.g. Typo3, Joomla,
WordPress and other commercial solutions;
Further, your content strategy will also help your compa- Blog software, e.g. in house solution, WordPress,
ny to be found more easily amongst all that‘s available Movable Type etc;.
16 Asian eMarketing August 2014 - Content Marketing
