4 Essentials to Create Prefect Content Marketing
We’re ever searching to create the perfect content marketing piece. The success of your content marketing strategy depends on the nature of your content. If your content is good it will strengthen your content marketing efforts. On the other hand, if it is fairly ordinary, your inbound marketing campaign will fall apart faster than you realize.
Include these 4 essential aspects of a prefect content marketing campaign and you’ll avoid a disastrous outcome.
1. Perfect Content Marketing is Intent-Based
Some businesses and marketers get hung up on the wrong metrics, particularly when it comes to their blog.
The key to perfect content marketing is understanding existing intent and anticipating future intent. Then, creating the content “assets” needed to address that intent.
The truth is the most lucrative content assets you’ll create are assets that meet intent at the bottom and middle of the funnel. Optimize for this existing bottom and middle of funnel intent before going to work on generating awareness at the top of the funnel with an expensive and time-consuming blog roll out.
That’s not to diminish the power of a business blog. Over time continue adding content assets (articles and podcasts) at the top of the funnel to increase website traffic. The quick wins in the content marketing game are in the middle and bottom of the funnel.
2. Perfect Content Marketing is Progression Focused
Failure to provide a clear progression path from every piece of content you create isn’t just bad marketing, it’s a bad user experience.
Smart content marketers anticipate the next logical intent and remove as many barriers as possible to create a clear path to conversion.
Creating this clear ascension path could include a “Risk-Free Trial” or other lead magnets where prospects can be given the opportunity to opt-in with their email address to get more information.
You’ve just created a content marketing win-win: they get more information about a topic they’re interested in and you get a lead.
3. Perfect Content Marketing is Segmented
You can run surveys and polls until you are blue in the face. But you won’t know what they are truly interested in until they give you their money or time.
When a prospect visits a piece of content (spends time) they have raised their hand and indicated interest. Plus, due to the magic of ad retargeting you can follow up with these prospects with a relevant a relevant progression offer without even acquiring their contact information.
Perfect content marketing assets are further segmented and produced to satisfy the intent of your customer personas. A content asset can satisfy the intent of multiple personas or it can be published to target a single persona.
4. Perfect Content Marketing is Cross-Channel
Perfect content marketers publish content that meets intent in any channel where groups of prospects are searching for and sharing content including:
Chances are a single content asset could be published across numerous channels to maximize exposure.
Can that article on your blog be repurposed as a webinar? Can that podcast become a written article for LinkedIn Pulse?
Use content marketing to your advantage
The best way to use this powerful plan to grow your business is by infusing stories you’re your content. Ensure you’ve hit on the 4 points in this article to meet your goals, however the emotional connection your reader feels when sharing a similar experience with create real growth.
Content marketing is all about storytelling and humans have told stories for as long as they could speak. Those who focus their energy on telling good stories, no matter on which platform or in what context, will win in the long run.
By Brian Walt – Marketing Expert
About Brian Walt
Brian Walt has spent the better part of the past 8 years in entrepreneur / startup marketing roles becoming an established thought-leader on communications and marketing.
Passion for exploring the world has allowed him to lead a location independent lifestyle since 2013. He’s traveled to over 50 countries throughout the world with his family and draws from these experiences to become a better citizen and marketer.
When he isn't working, playing with his boys, or trying to run a faster 5K, Brian can be found somewhere out in nature.