Content

Promotion

Ideation refers to the process of developing and conveying prescriptive ideas to

others, typically in a business setting. It describes the sequence of thoughts—from
the original concept to implementation.
SEO stands for Search Engine Optimization, which is the practice of increasing the
quantity and quality of traffic to your website through organic search engine
results.
PPC stands for pay-per-click, a model of internet marketing in which advertisers
pay a fee each time one of their ads is clicked. Essentially, it's a way of buying
visits to your site, rather than attempting to “earn” those visits organically.
Introduction
Content marketing is deceptively complex. From strategy to execution to
measurement, there is
more involved than what immediately meets the eye.
This disconnect between expectations and reality can quickly derail an
organization’s attempts to get
started with content.
Having an outline from start to finish illustrating how things work can help
convince clients and stakeholders that success isn’t as simple as starting a blog,
shooting some
videos, or publishing an optimal number of social media posts.
Challenges
A recent study by the Content Marketing Institute highlights the problem.
When asked to identify their top content marketing challenge, marketers cited three
primary issues:

1. Producing high quality content – 41% of respondents

2. Producing enough content – 20% of respondents

3. Producing content on a limited budget – 18% of respondents

This data highlights what you might call content marketing’s perfect storm: how can
marketers create high quality content at
scale with a limited budget?

One way to overcome these challenges is to define and use a standard content
marketing process. Traditional media
companies have used process to produce higher quality content and to scale their
day-to-day operations for decades. In the
media industry, a good process provides a company with standards, definitions, and
best practices for the entire content
lifecycle. The process governs the key activities, organization, metrics, and
technology that support that lifecycle.
Steps
Applied to the world of content marketing, a standard process can deliver two
primary benefits.
First, the process
can help marketers produce higher quality content
Second,
the process can make the content marketing operation more scalable
A content marketing process consists of five key steps:
1. Plan – Develop a plan to guide your content marketing program.
2. Create – Turn key messages and themes into raw material.
3. Publish – Publish that raw material into various content assets.
4. Distribute – Use various promotional tactics to distribute content.
5. Analyze – Track the results of your content marketing program and optimize.
 Plan
Content planning is the act of developing a plan that will guide a brand’s content
marketing efforts. Planning should specify
the details of creating, publishing, distributing, and measuring a content
marketing program. Strategic components of
content planning include understanding how the brand and target market will
intersect in the form of content, as well as the
development of specific themes and topics.

When developing the content marketing plan:

1. Use lean research to understand the buyer. Ask ten buyers what three pieces of
content they most want from you. Try to
understand why they want it and how they would use it.

2. Remember that remarkable content has 3 parts: it’s fun and engaging; it’s
useful; and it’s easy to consume (balancing
fun with useful varies by market).

3. Start at the top of the funnel with big, engaging topics and then move down
the funnel with more specific topics.
 Plan(cont.)
Understanding The Audience - Who are you creating content for? What are their
greatest wants, needs, and pain points? These are some of the
first questions you’ll need to answer when developing your process.
To begin, answer four questions:
1. What problems does my company, product, or service solve? If you’re in
business at all, this should (hopefully) be easy enough to answer.
How do you make customers lives better or easier?
2. Who are our current customers? Who’s buying your product right now? Make a
mental note if that’s different from who you want to be
buying your product.
3. Who is my competition? You probably know who your top competitors are.
However, do some quick keyword searches on Google,
Facebook, and Twitter to see if you can turn up any more you weren’t aware
of.
4. What sets us apart from our competition? Why would people choose you
instead?

Establish The Goals -You can adjust the specific verbiage as necessary. What’s
necessary is that you plainly state the following:
1. What you hope to achieve.
2. When you hope to achieve it by.

Develop The Content Strategy - To begin, let’s answer three questions:

• What will you create? This means the kinds of content and channels you’ll use.
• Why will you create it? This ties back into your goals and the specific needs
your content should address.
• How will you measure success? This entails establishing the specific metrics
you’ll track against.
 Create
Identifying specific topics that content should be built around is critical. Most
of the effort in the content creation phase should be allocated to sourcing
content from contributors. Contributors can include internal
employees or external groups such as customers, third party thought leaders, and
freelancers. During content creation, it’s important to utilize
technology that allows for the efficient creation and collection of content.

Effective content creation best practices include:

1. Get other people to create content for you – employees, customers, third part
experts, and freelancers will all create content.

2. Establish a simple workflow that sources raw material from subject matter
experts, routes it to an editor, and then routes it to a designer.

3. Invest in creating a core asset that is substantive enough to support your

content marketing program in many different ways.
 Create(cont.)
Understanding Keyword Research - Keyword research is vital for creating content
your audience wants. At its simplest level, it should achieve
three goals:

• Helping you understand what people want to read. This typically means stuff that
answers questions and solves problems for them.

• Helping you understand the intent behind keywords. Carefully analyze search
results for keyword terms to ensure people are really looking for what
you think they are.

• Helping you understand what you can rank on. Most keyword tools show keyword
difficulty and competition.

Building Checklists, Templates, and Other Reusable Assets - Having pre-built

checklists and templates for every type of content you produce can
help make creating content that’s consistent easier. They help reinforce productive
workflows and ensure that every project gets executed the right
way, every time.

Writing + Design - A basic workflow might look like this:

1. Writer drafts content in a template or document.

2. Then, writer and designer discuss images to include.

3. Designer takes direction and adds other images where necessary

 Publish
Publishing content is the process that transforms the aforementioned raw content
into a published asset or set of assets.
Specifying a list of final content assets that will be supported as part of the
content marketing program is critical to this
framework element.

There are several points of leverage to consider when publishing content:

1. Create once, publish many – use a core piece of content to publish many
different types of assets such as blog posts,
syndicated articles, presentations, and videos to name just a few.

2. Identify the common asset types that you will support as a marketing
organization and standardize around these.

3. Develop a publishing cadence that allows you to publish a steady stream of

content on a regular, predictable basis.
Publish(cont.)
Establish How Often You'll Publish Each Type of Content You Create

There are no objectively correct answers to how much content is enough or how much
is too much - depinde astfel incat sa pastrezi iteresul cititorului

Planning The Content Marketing Calendar : avantaje :

It should give your entire team one place to see every project in progress.
A place to map out all your deadlines.
A means of keeping everything organized so nothing gets lost or forgotten.
 Distribute
Once content is published, it can then be distributed. As a general rule,
marketers should apply multiple distribution
tactics to a single, published content asset. There are a variety of both earned
(free) and paid tactics available
including search engine optimization, paid search, social sharing, word of mouth,
advertising, and email marketing.
To improve distribution results, marketers should develop distribution packages
that can be linked to specific assets.
For example, events might be best distributed via an email-centric marketing plan.
Finally, content distribution, when
approached on an ad hoc basis, can consume a lot of time.

When distributing content:

1. Invest in a core set of no more than 3 - a limited number distribution tactics
that will allow you to hit your numbers for this specific
campaign.
2. Surround those 3 a limited number core tactics with other distribution tactics
that can deliver upside against the number.
3. Allow for some unscientific distribution – some times it’s ok to set content
free into the wild and watch what
happens.
 Distribute(cont.)
Social Media - Assuming you’ll be creating social media posts to promote other
content (in addition to standalone social content), you’ll need to
plan a few things:
• The channel selection. Which channels are you on, and which are most important
for you?
• A promotional posting schedule for each type of content you’ll be promoting.
Planned posting templates save time wondering how many posts
to prepare.
• An understanding of social media analytics. Monitoring what works and what
doesn’t will help you make the most of your time in the long run.
Email Marketing - Email marketing delivers 4,000% ROI. According to Campaign
Monitor, it also 40 times more effective for customer acquisition
than social media.
Search Engine Optimization - Search engine optimization is necessary for ensuring
your content garners continued traffic (even after your social
media and email promotion have run their course).
PR / Outreach - According to Search Engine Land, there are at least five different
ways for PR and SEO to cooperate:
• Product education.(Product education will teach them the features, price, and any
relevant information to the product they'll be selling, thus making them an expert
of sorts and able to pitch the product better)
• Great content can be a quality asset for supporting this.
• Obtaining backlinks.
• Managing media outreach.
• Keeping messaging consistent between content and PR..
• Sharing content.
 Analyze
Content analysis involves measuring a content marketing program. There are a
variety of traditional metrics
there are two additional points that can make content analysis more
productive.
First, correlate the aforementioned metrics to specific pieces of content.
Second, create a closed loop that feeds
metrics collected during content analysis back into the aforementioned planning
component of this content marketing
framework.

When analyzing your content marketing program:

1. Identify and track tactical metrics such as the amount of content being
produced and various traffic-oriented metrics.

2. Develop metrics that tie content marketing to more strategic business

objectives such as brand equity, revenue
achievement, and customer engagement.

3. Optimize the program by paying particularly close attention to topics, asset

types, and distribution channels that
resonate in you target markets.
Analyze(cont.)
Setting Up Analytics Tools - Google Analytics, Piwik, Heap, Kissmetrics, Adobe
Analytics, Adobe Analytics
Establishing a Reporting Schedule - To set your reporting schedule, answer the
following questions:
• How often do we need data updates? If you have weekly, monthly, quarterly, or
annual reporting
meetings, set up your reporting schedule accordingly.
• Which data needs to be shared at which time? Data that’s closely tied to day-to-
day performance (both
for yourself, your team, and company-wide) may need to be shared on a weekly or
monthly basis. Long-
term goals may be more appropriate for monthly, quarterly or annual reporting.
• Who needs to know this data? If you manually email reports within your company,
build a list of people
who need to receive that report.
Building Reporting Templates - if the organization expects customized reports
Content
Marketing
Process
Flowchart
POZA
Conclusion
•Content marketing attracts prospects and transforms prospects into customers by
creating and
sharing valuable free content.
• Content marketing helps companies create sustainable brand loyalty, provides
valuable
information to consumers, and creates a willingness to purchase products from the
company in
the future.
•Even though, this relatively new form of marketing does not involve direct sales,
it builds trust and
rapport with the audience.
•Therefore, it is a valuable instrument in the life of any business today.