In the first installment of this series we discussed the first five points that described how to select your content subject, creating content, engaging with your audience, and promoting your content.
We’ll cover 3 more insights that what will help you further enhance the effectiveness of your Content Marketing strategy.
Content Marketing Strategy Insights #6 – 8
#6 – Trigger Situation
Your reader is working through their day moment by moment. During these moments they are recognizing problems and solving them, some solutions take minutes others require years. Your content fits somewhere in that process.
Good content strategies identify when a person will begin to earnestly seek a specific type of solution. We call these Trigger Situations:
Let’s take a human resources professional:
Mission: Recruit and develop talent
Trigger Situation: Acquiring a business with 100 new employees that must be integrated into your current organization.
Meeting the Need
An executive recruitment firm using a content marketing strategy would want to have a diverse set of informative articles that demonstrates an approach to integrating new talent into an existing organization.
Questions to Answer:
1. Have you identified the situations that trigger your prospects’ research and buying process?
2. Does your content calendar include articles, podcasts, infographics, and video that meets your prospect’s research needs?
#7 – Never Finished
It’s easy to publish and forget content. However, this is wasteful and undermines the long-term value of your content. Think about it this way – each blog post, podcast, video, or presentation has the potential of bringing in future leads, customers, or donors. This content serves as an ambassador for your organization.
This content doesn’t need to be paid, won’t ask for vacation days, or drink the last Keurig cup of Sumatra Dark.
Questions to Answer:
1. How are you extending the success of content more than 6 months old?
2. Are you building “evergreen” content that sustains its relevancy for years or topical one-off content?
#8 – Hub and Spoke
Your content marketing strategy should be grounded in a hub and spoke arrangement similar to the illustration below:
Your blog is the hub that houses the content that powers your strategy.
The spokes connect blog content with networks that aggregate large audiences interested in your subject.
The hub and spoke structure generates via content networks. It also helps identify ways to repurpose your content while maintaining its core message.
It’s rare to see a content marketing strategy without a hub. The hub can be a blog or a website, the important piece is to have a place for your content to reside. Moving out from the hub, your strategy must include ways to bring your content to your audience.
Questions to Answer:
1. Do you have a healthy hub and spoke content foundation with a well supported blog and carefully chosen spoke networks that extend your client’s reach?
2. Are you spread too thin trying to repurpose content for too many spoke social platforms?
3. What spoke social platforms are contributing the best prospects? Can you move resources from lower performing networks to higher ones?
Where to Start?
Here’s a recap of our last 8 points:
- Relevancy: Make sure your content matters to your audience.
- Influence the Influencer: Quickly increase the reach of your content by offering it to super-influencers of your topic audience.
- The Right Message at the Right Time: Use content dayparting to maximize the chance your content will be used.
- Sizzle and Steak: Make your content irresistible with well-designed graphics and supporting visual content.
- Winning The Attention Marathon: Build a content strategy that builds trust and relevancy with your audience over time. Patience is key.
- Trigger Situation: Understand why your reader is looking for information and tailor your content to fit the situation.
- Never Finished: Build content that does its job for months and years rather than days.
- Hub and Spoke: Create a solid foundation by building a content hub supported by content engagement spokes.
Where should you start? Take a close look at Point #8: Hub and Spoke. This illustration will help identify where you need to invest your effort and budget. Once you understand the pieces of your strategy – move on to #1 Relevance and then work down the list.
Take your time. Customize these points to your organization and stick with it.
We’ll deliver the 3rd part of this series next week.
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