The marketing management content is something you cannot leave then not want to waste your time producing content that will bring absolutely nothing positive for your business.
Planning and managing your content strategy will ensure that you can reach the right audience with the right content and the right goals.
If you do not know your audience well, you will not have information about your greatest pains, needs, and objections, so you will not be able to produce content that will fill some of those gaps.
And neither will you find out what channels they are in to distribute what you have produced.
But let’s say you know your audience and create perfect content for your audience.
Apparently, this seems to be a great result, but if you do not have a goal for that content, either generate brand awareness or increase your sales, why produce content in the first place?
No process should be started without clear goal setting.
So before investing in content marketing, you need to identify some factors:
- What are the key objectives and key outcomes to be achieved?
- The data to be analyzed (both quantitative and qualitative)
- Identify which leverage model to use (for example, a search for the audience to find potential loopholes that are not being harnessed)
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- Facebook (the most popular)
- Twitter (the fastest)
- Google+ (the most appropriate for Google employees)
- LinkedIn (the most professional)
- Email (the most democratic)
The Minimum Feasible Product Concept in Content Marketing Management
The Minimum Viable Product (MVP) or Product Minimum Viable is a concept widely used by startups to define the simplest version of a product, which can be launched using a minimum amount of investment, either study, development or finance.
The product is Minimum because it has the basic resources necessary to achieve the objectives defined in an earlier stage. And viable because it is something that could survive in the market on its own and for a longer term.
It is a concept that easily applies not only to products and services but also to content, which can be “minimal and viable” provided that:
- Influence audience behavior;
- Provide important information about the audience.
So you can better understand the application of the concept of Minimum Viable Product in practice, nothing better than an example.
Let’s say you are thinking of writing a book, be it an e-book or even a printed book.
A complex and extensive project like this can take many months to complete and still involve other parallel activities, such as creating landing pages, recording promotional and sales videos, creating images, page design and even the book itself.
For some of these tasks, it may even be necessary to hire professionals, which would make a project more complex, possibly expensive.
As much as you have researched your audience and your preferences before writing a single page, there is no guarantee that your project will succeed.
Since no one wants to spend months and months working in the trash, you can apply the MVP concept to test your idea while developing the project rather than invest months of work and money to the only test whether it will work or not.
A simple way to take the test would be to write some blog articles or even produce a checklist related to the central theme of your book to check your audience’s interest in the subject.
This check could be done through a simple landing page, only with a form to capture data and the dissemination of this project would be done through the mailing list and their social networks.
If you really want to test the idea, and faster, you could even invest in paid traffic, both on social networks and on search engines rather than waiting for content to gain traction only with organic traffic.
Metrics such as time spent on the page, the number of social shares, and comments will validate the success of your MVP, in this case, your content test and show whether or not you should continue with your project.
Coca-Cola uses the Minimum Viable Product concept to test new content ideas before putting them into practice for all of its audience through Principle 70/20/10.
Principle 70/20/10 of Coca-Cola: the minimum practicable product in practice
To define content production guidelines in the 2020 strategy, Coca-Cola relied on Principle 70/20/10.
Low-risk content is responsible for 70% of the investments in content production, being the “beans with rice company”, not very innovative content and therefore, do not consume both time and money to be produced.
The effectiveness of this type of content has already been tested and proven in previous experiences and so it is considered safer. But over time, also less innovative
The content models that correspond to 20% of the company’s investments are a bit more innovative than that 70 %. Engage only a specific portion of the audience, but if they show positive results within that niche, they will be reproduced on a large scale.
Finally, we have the high-risk content, which represents 10% of the investment in content marketing. This portion is formed by 100% original ideas. If that 10 % are successful, they can turn 20% or 70% of tomorrow.
This principle can be easily applied to any type of company size in your content marketing management and leverage to innovate by creating a minimum feasible product for new content models.
Content Marketing Management: Where to Start
Every marketing strategy should be supported by some important guidelines such as:
- Company mission
- The target audience
- Business objectives
- Content objectives
Put the strategy in front of practice. Managing content marketing will keep you from falling into trappings disguised as fantastic content.
It may seem like a great idea to invest in content production focused on a group of top – search, low-competition keywords that are still related to your business.
But is that what you need at the moment?
The goal of content marketing management is to make sure that you do not waste time and money that does not serve your audience or your business.
To get started with content marketing management, answer these questions about your business goals:
- Are you entering the market now and need to generate brand awareness and authority?
- Are you having a hard time showing the difference between you and your competitors?
- Can you generate many leads but cannot make sales?
- Who is the target audience for your content?
- What kind of need for this audience do you want to attend?
- What action do you want your audience to take after consuming your content?
Each of these answers will guide the direction of your strategy.
The Content Creation Management Process
The internet is transforming the way we consume content. The power of choice is in the hands of the public, making the services on demand, whether on TV or on the internet, a fever since it is the viewer who chooses the schedule and the time that wants to consume the content.
The demand for a more diversified programming follows soon the tendency of personalization of the content, the result of a much more informed and consequently more demanding audience.
Does posting a quality article once a week on your blog still suffice to engage an audience that consumes more and more custom and more frequently used content formats?
Who is doing a good job in the production of content is no longer bound to a single format, but rather delivering value through the channels of preference of its audience.
What’s more, you’re working on producing specific content for each stage of the sales funnel to improve your bottom line; both brand capture and brand awareness.
Content Marketing Management for Each Step of the Sales Funnel
You will receive visitors to your site who are in various stages of the sales funnel, some who are contacting your brand and content for the first time, others who are interested in what you are offering but who are not yet ready for a purchase And even those who are already interested in buying.
It is not possible to speak to all these people in the same way.
Top Content of the Funnel: Emergence Awareness of Need
At this stage of the funnel, the audience still does not have a problem or clear need to be served and is not yet looking for a product.
For the part of the audience at the top of the funnel, you need to produce content that will make your brand known to those people. The goal is to make them discover that they may need your product or service.
What to use at the top of the funnel:
- Content in free blog posts with an easy level of understanding;
- Content on social networks that arouses curiosity. Also be sure to actively participate by responding to comments;
- Lists of emails that lead the audience to know the brand through relevant and unique content for subscribers of the list
Funnel Medium: Educating and Informing the Audience
In the second phase of the funnel, the audience already knows that it has a need and looks for options to serve it, thus being a much hotter lead.
Still, it is not the time to produce content talking about your solution, but rather to offer more in-depth information about your niche market, in order to educate the potential customer and show why people need your products/services.
This type of content is intended to collect information about leads, and it is perfectly acceptable to put an “additional barrier” to access the material, such as requesting the reader’s email before downloading.
What to use in the middle of the funnel:
- Content in informative blog posts and more in depth;
- Educational materials for download in exchange for contact data;
- Custom email lists.
Funnel Bottom: Evaluation
The desire to buy already exists for the prospects that are in the bottom phase of the funnel.
He is only analyzing the options available in the market and making comparisons to decide the best option to meet your needs.
This is the time your content needs to sell, showing that you have the best option available.
Here you can talk about your company and its solution. You can use the storytelling tool to tell a story related to your business and at the same time create a connection with the audience.
Also, do not hesitate to answer all your customers’ doubts.
What to use on the bottom of the funnel:
- Videos and testimonies with real cases
- Webinars to solve doubts
- Custom email lists
- Explanatory videos about the product
- Bonuses with term to be acquired that arouse urgency
- Use chat to ask questions
- Samples or demos of the product
How to Go From Planning To Practice
The tactical planning of content marketing management needs to answer the following questions:
What issues will be addressed? Have a list of the top keywords for your market.
- How often will these posts be made?
- In which media channel?
- What is the editorial line?
- Which KPIs will you use to measure the results?
Let’s start by editing the Editorial Calendar.
A definite Editorial Calendar gives more security to the members of your team and avoids one of the biggest problems of those who work with content: the delay of deadlines.
The frustration of your reader when entering your blog and not finding the content that should be published that day can be great.
If this is a recurring fact then you run the risk of starting to lose hearing.
You probably already have a lot of ideas for future content production on your blog, website, podcast, or YouTube channel. Anytime you need to create new content for any of these channels, you will not have to start from full zero, saving energy, Time and drastically increasing its productivity.
With this time-saving, you spend more hours to do what you really care about: investing in the production of memorable content and still find more time and energy to get out of the comfort zone and create creative and innovative content.
By using an Editorial Calendar, you stop making content marketing management random and intuition-driven, to execute a plan based on numbers and concrete data.
In addition to being able to maintain the ideal frequency, an extremely important factor is the increase in traffic and audience engagement.
The editorial line will guide all the content produced by you, your team or even third parties, and its definition is extremely important to ensure that your brand has a coherent and consistent message, regardless of the content format, of the channel to be published and even of the producer.
The editorial line will define:
- The main characteristics of your brand that need to appear in the content;
- The voice and style of content;
- The minimum standards and requirements that all your brand content needs to have.
Your content marketing management plan should make clear what the distribution channels will be, what platforms will be used and how the audience will interact with each of those channels.
The most used channels are:
- Website or Blog
- Social media
- Online events
- Live streams
- Live events
The most common goals for starting a content marketing strategy are:
- Increase brand value;
- Generate leads for the sales team;
- Generate more sales (of e-commerce)
- Increase billing through ads.
The primary goal of your business, the first step in content marketing management, is that it will be your compass when it comes to defining which KPIs to adopt.
The marketing KPIs are used to measure the efficiency of lead acquisition campaigns across multiple channels. Especially if we are talking about results generated through digital marketing strategies
For each of the steps of the funnel, some metrics need to be considered:
Metrics to measure content efficiency at the top of the funnel:
- Number of visits on the page
- Number of comments
- Number of shares
- A number of tanned
Metrics to measure the efficiency of the content in the middle of the funnel:
- Time spent on the page
- Number of leads
- Number of comments
- Number of page hits
- Download rate of materials
Metrics to measure the efficiency of content at the bottom of the funnel:
- Number of purchases
- Value of revenue generated
- Percentage of full view of videos
- Sales rate (sales/leads)
To understand if your traffic attraction strategy through SEO optimizations is being effective, keep an eye on these KPIs:
- Monthly Organic Traffic: Know how many free and eligible visits your site is attracting.
- Organic traffic growth rate: the number of visits is growing, stagnating or decreasing compared to previous periods.
- The number of keywords that attract traffic: better understand what subjects your audience likes.
- Time spent on the site: A high rejection rate can shorten the time spent on the site. After all, the user is visiting a single page. If the content is dense, extensive and of high quality, the user can even stay for longer on a single page and then leave.
Website or Blog: The Core of Content Marketing Management
The point of all this strategy must be your website or blog; after all, this is the channel on which you have 100% control.
Your website is just like your business card and you only have 8 seconds to delight your audience or drive away your potential customers.
For this, it is recommended that you follow some guidelines so that the center of your content marketing management is a successful website:
Have a clear brand value proposition, which is aligned with the wishes of the chosen audience, and above all, make your site the clear representation of that placement.
Publications must respect the frequency set at the beginning of the planning, at least once a week, if possible. But the most important thing is to be consistent.
Published content, website design, branding strategy that is anything that stands for your brand before your audience needs to be carefully planned and put into practice for you to win over your customer once and for all.