The first obvious question is this: What do you want out of your content marketing? It is important to have clear objectives not amorphous goals such as “more traffic” or “better brand awareness”. Be specific and measurable. Be absolutely ruthless with numbers and timelines. For example:
- Improve website views by 30% in one month
- Get 100 new email subscriptions per week
- Top ten search engine rankings within three months
- Increase brand awareness by 40% in next two months
- Generate 5 quality leads every day
All these objectives are very solid and concrete. All of them are targeted to achieve some ends. It can be building more audience. Or getting more views. Or creating more sales opportunities. But they all are measurable.
What types of content do you need to create?
Once you have the objectives in place, you need to find out what types of content are going to find relevance with the audience. There are two ways of doing it. First, you can select what you want to produce from the list of 15 different types of content including infographics, memes, Videos, Blogs, Articles, Case Studies, How-to-guides, Reviews, Lists, E-books, Podcasts, Interviews, Link pages, Quiz, and Original research reports. But it makes more sense to know the buyer’s persona before you start with the content creation process. Because when you know who your prospective buyers are, how they think and buy – you will be able to .align your marketing message with the buyer’s expectations. From brand positioning through content marketing and sales enablement – you will know what type of content your audiences are most likely to enjoy. And what type of content you need to pitch at different stages of their buying journey.
How are you going to market the content?
It is one thing to write content. It is quite another to promote it. Dissemination of content is as important as content creation. You can promote your content across owned, earned and paid media. But the key question is: What type of content are you going to promote where and how? For example, you have published a blog in your website. Now you can create snippets out of that blog and share it on social media. You can run a PPC campaign for search marketing on specific keywords. Or you can approach some influencers in your industry and ask them if they would be interested in sharing your content with their fans. Or you can join groups on different social media platforms and share your content with them. If they like it, they might share it with their family and friends. In that case, it will be an earned media for you. You can also attend events where you may .find your target audience and create some buzz there. Guest blogging is also good for visibility. All in all, you should have a well-documented road map on how & where you are going to promote your content. Great content have no meaning unless they reach their target audience.
How to create unique great content that will stand out from the rest?
We all know how cluttered and noisy the digital space is. Everybody is shouting out for attention. So what would be your strategy to ensure that your content stands out from the rest?. Mind you, you have to out-think and out-perform your competitors to be top of recall for your audience. Here is a simple but very effective idea. Start caring for your target audience. Because the only way you can get people care for you is by showing how much you care for them in the first place. Try to understand your audience’s pain points, desires, ambitions and goals. Map them with the solutions you want to sell. But you need to focus on one important thing: be genuinely interested in your audience and give them something useful every time. And never forget the regular trade secrets: Be original, write powerful slogans, and always make your content actionable. Great content will always have a distinct voice.
How are you going to measure the ROI of your content marketing?
You have invested time, efforts and dollars into content marketing, but what is the payoff? How are you going to measure the ROI of your content marketing? If you are not measuring the result of your content marketing, you will never be able to gauge its effectiveness. Generally, any content with high number of views, clicks and click- through rate are considered as successful content. But you need to dig deeper to arrive at the correct ROI for each and different type of content. For example, for an e-mailer sent to create awareness about your new products – delivery rate, open rate and click-through rate are good metrics. But for a lead generation email campaign – conversion rate is the only metric that you should be looking at.
The best thing that you can do is to have a formula to calculate your ROI. See how Google calculate AdWords ROI:
You need to come up with your own formula for each and every campaign.
Once you have well considered the above 5 points, you are good to roll out your editorial calendar.