There can be all kinds of definition for content marketing but the implementation aspect of content marketing is made up of some of the best practices. Like all practices, even content marketing has its dos and don’ts with regards to market research, process and governance, editorials, and execution and analysis.
The first important point to remember while conducting your market research is that content marketing should be all about the management of expectations. This can be easily achieved by having a road map with everything from deadlines to deliverables clearly outlined. This would ensure that everyone stays focused on their task. It is a known fact that market research is a tedious process. Nothing can be gained by rushing through it. The fallout of doing so is the irreparable damage to the persona of the firm involved in content marketing.
Proper market research is crucial for the generation of sales. It lays the foundation for the development of strong and sound strategies. For this reason, research shouldn’t be rushed, and most importantly, it shouldn’t be left incomplete. Market research is all about persona development through routes like customer surveys, groups and customer interviews, customer service division interviews, reports of external markets, surveys of readers and interviews of bloggers, and a host of other ways to develop a required persona.
PROCESS AND GOVERNANCE
Traditional publishing mediums like magazines and newspapers have been in the business of content production for a long time. They can be the perfect source for organizing your perfect content producing workforce with a clear cut demarcation of roles and responsibilities. This is essential in order to avoid any kind of internal conflict or confusion. Various teams need to work together to create content that has continuity and consistency for the perfect user experience. This is paramount for ensuring mess free content on your website.
It is essential to have a thorough understanding of your company’s legal stance in order to avoid any kind of obstacles with regard to compliance and editorial reviews. This is essential since the internet is abounding with problems like copyright infringement and plagiarism, and a marketer might unknowingly break some kind of law. Legal woes can be further avoided through the incorporation of a clear cut policy among various content producers.
EDITORIALS AND EXECUTION
There should be certain editorial standards in your content. There should be consistency in the structure and voice of your content. This is only possible if there are well defined editorial guidelines for the writer. Again, the guidelines should be the same for all the different teams. This is necessary for consistency in the content. There can be many forms of content. Content can be made different and creative through the use of different formats, topics, styles, media, and so on. At the same time, one shouldn’t sacrifice revenue for creativity. The content should be creative and should incorporate the necessary keywords, personas and funnel mapping for revenue generation.
The end purpose of any kind of content should be revenue generation. A clear knowledge of this goal and the means to achieve it will help your content to stay on track. Content should be created with the aim of improving the overall business of any firm. Before the launch of any kind of content, there should be some kind of mechanisms in place for determining the success of your content. The content list should be updated regularly. Such a practice is important for the development of new content in the future. The focus of content marketers should not be only bringing in new customers, but retaining old customers as well.
Your content marketing initiatives can only reach their full potential through well executed and best practices.