A student`s digest: Creating and Sharing Compelling Content

I write this digest to cover Content Marketing module from Digital Marketing Institute (DMI). Delivered by Will Francis, content marketing is one of my favorite modules in my entire learning journey containing steps, details which integrate the previous learning of digital funnel. It's a quick rundown of the main points learned, aiming to simplify the way of doing content marketing. The goal is to review what was picked up during the module in an easy-to-understand way. The summary streamlines processes of content marketing: planning, budgeting, curation, distribution, community management and measurement. Think of it as a handy, straightforward recap to revisit key themes from the course. If you find some words confusing, chances are these are listed in my previous glossary article.

This article will help you:

• Write an ass-kicking objective

• Build a comprehensive persona

• Complete an effective research

• Manage projects with flexibility

• Manage time in a right mind frame

• Bonus: Integrate both traditional and digital marketing

I. Introduction to Content Marketing

• Definition: Content marketing involves the creation and sharing of content in multiple formats to build interest in a product or service.

• Awareness of Challenges: Recognizing challenges such as ad blockers, algorithms, private social networks, and other factors impacting marketing efforts.

II. Inbound Marketing Focus

• Key Driver: Inbound marketing centers around creating written and visual assets with genuine and intrinsic value for people.

• Consumer Intent: The primary driver is consumer intent, as customers actively seek out information.

• Engagement Strategy: Engaging with customers when they are interested results in higher engagement and actions.

• Strategy Formation: Setting objectives, defining scopes, guiding projects, and providing a roadmap for marketing campaigns.

• Pro-tip: Use the conversion funnel as a guide for planning and map content to key decision points in the consumer journey.

III. Content Planning and Budgeting

Strategic Allocation based on Conversion Funnel Stages:

1/ Awareness Stage:

• Use awareness content to spread the word.

• Examples include blog articles with titles like "Do you know" and "What is."

• Focus on problem-oriented content to capture attention.

2/ Consideration Stage:

• Employ consideration content for the middle funnel when people are assessing options.

• Question-based content like "Pros & Cons," "Product Analysis," and brand comparisons.

• Provide informative content such as "10 Best Brands" in your industry.

3/ Conversion Stage:

• Develop high-impact conversion content to prompt immediate actions.

• Utilize strategies like "Sales Promotion," "Giveaway," and time-sensitive offers.

• Create a sense of urgency, e.g., "Out of Stock Tonight" promotions.

4/ Retention Stage:

• Create retention content to turn past purchasers into repeat customers.

• Reward loyalty with exclusive offers like "XXX Offer Only for Loyal Customers."

• Provide value-added content, such as tips on product maintenance or recycling.

5/ Reengagement Stage:

• Craft reengagement content for those who drop out of the funnel.

• Offer better deals and more in-depth information to encourage a return.

• Utilize research studies, high-quality infographics, eBooks, and desirable audio/video content.

Data-Driven Decision Making:

• Utilize insights from the conversion funnel to make data-driven decisions.

• Leverage funnel insights to drive more effective content marketing strategies.

Integration with Overall Marketing Strategy:

• Align content planning and budgeting with the broader marketing strategy and organizational goals.

• Ensure that content serves the overall brand narrative and business objectives.

Flexibility and Adaptation:

• Be flexible and agile in response to evolving business objectives, KPIs, and performance metrics.

• Adapt content strategies based on the changing needs of the campaign and audience.

IV. Content Marketing Strategic Planning Framework

Defining Objectives and Budgets:

• Clearly define objectives, incorporating SMART objectives setting, research, persona development, and allocate budgets accordingly.

• Establish specific Key Performance Indicators (KPIs) tied to each stage of the conversion funnel.

Production Scope and Timeline:

1. Scope:

2. Identify the type and quantity of assets and formats for production.

3. Distinguish between content types like blog posts, infographics, videos, etc.

Timeline:

a. Establish a detailed timeline for each stage of production.

b. Plan carefully to ensure adequate time for ideation, creation, and distribution.

Budget and Production Resources:

Determine financial and human resources required for content delivery.

Allocate budget based on the importance and impact of content at each funnel stage.

Upstream Dependencies:

Identify potential issues in advance and establish solutions or alternative plans.

Anticipate dependencies, ensuring that content production isn't hindered by external factors.

Contingency Planning:

Factor in contingency time for unexpected delays or complications.

Have backup plans in place to mitigate any unforeseen challenges.

Flexibility and Agility:

Be flexible and agile in adapting strategies based on real-time data and campaign performance.

Continuously optimize content based on audience feedback and changing market trends.

Evolution and Measurement:

Evolve strategies based on business objectives, KPIs, and performance metrics.

Use measurement and analytics tools to assess campaign performance at each stage of the content marketing funnel.

3. Persona Development and Planning

• Conduct research and persona development to understand target audiences.

Discovery through Persona Insights:

• Use personas to gain insights into audience behavior.

• Answer questions about where conversations are happening and what topics interest the audience.

• Leverage online behavior patterns for tailored content distribution.

4. Prioritization and Budget Allocation

Prioritization using Reach/Value Matrix:

• Use a reach/value matrix to prioritize personas.

• Allocate budgets and resources based on prioritization.

Creative Messaging and Distribution:

• Develop creative messaging aligned with consumer needs.

• Align content production with channel requirements.

5. Purchase Journey and Internal Expectations

Content Creation for Purchase Journey:

• Create content tailored to key stages of the purchase journey.

Internal Expectations and KPIs:

• Understand the conversion journey outlined in persona research.

• Set KPIs for conversion outcomes and align with internal expectations.

6. Insights and Action Plan

Deriving Actionable Insights:

• Extract insights from audience, competitor, and industry research.

• Convert insights into an action plan for the content strategy.

Creative and Media Briefs:

• Develop a creative brief with product, audience, and competitor insights.

• Use media brief with audience data, budget, and content formats for distribution planning.

7. Content Schedule and Production

Content Schedule Creation:

• Develop a comprehensive content schedule with formats and delivery timings.

• Ensure creative assets are developed on time and meet specifications.

Steps for Content Schedule:

1. Layout content in a given time period.

2. List relevant channels and copy.

3. Specify format details, sizes, and other requirements.

Decision-Making Process:

1. Think about and absorb research.

2. Brainstorm ideas and identify themes.

3. Take a break and return to critique or validate ideas.

4. Create prototypes to explore and test content.

8. Content Formats for Effective Communication

Ebook as a knowledge-Sharing Resource:

• Use articles to build thought leadership and credibility.

• Utilize shorter, interactive formats for knowledge sharing.

Blog as a Credibility Tool:

• Leverage blogs for structured content that drives search engine ranking.

• Establish thought leadership through evergreen content.

Web-Based Seminars:

• Connect with the audience through human interaction.

• Encourage user actions and interactions within social spaces.

Podcasts:

• Create high-quality, focused episodes with a consistent structure.

Conclusion: This comprehensive framework guides content marketing from objective setting and persona development to content creation, distribution, and measurement, ensuring strategic alignment and effectiveness in reaching target audiences.

Content Curation and Distribution Strategy

1. Content Curation Strategies**

Objectives and SMART Objective Setting:

• Define objectives for content curation.

• Implement SMART goal setting for effective content aggregation, distillation, mashups, and chronology.

Types of Content Curation:

1/ Aggregation:

• Curate the most relevant content about a topic into a single piece or viewpoint.

2/ Distillation:

• Reduce overall noise about a topic to its core concept.

3/ Mashups:

• Merge different content about a topic to create a new original point of view.

4/ Chronology (Historiographical Content Curation):

• Present a timeline of curated information to show the evolution of a specific topic.

2. Content Ownership and Credibility**

Content Ownership and Types:

• Distinguish between original content and curated content.

• Understand the implications of high resource investment and 100% ownership for original content.

Benefits of Content Curation:

1. Lower Resource Investment:

• Curating third-party content requires less time and money.

1. Community Input:

• Engage the community with curated content.

• Be aware of video aspect ratios, length requirements, and platform-specific considerations.

3. Content Repurposing

Understanding Platform Dynamics:

• Be aware of video aspect ratios and length requirements.

• Recognize what works best on different platforms.

Brand Alignment and Staggered Publishing:

• Aim to keep the content reasonably on brand.

• Stagger content publishing for different times and days.

Platform-Specific Considerations:

• Be aware of how text descriptions vary across platforms.

• Recognize the differences in hashtag usage and usernames across various social apps.

4. Content Personalization Step-by-Step

1. Audience Research:

• Conduct research around audience segments.

• Understand their customer journey.

1. Consumer Data Leveraging:

• Ensure leveraging of consumer data for personalization.

1. Targeted Messaging:

• Tailor messaging according to audience insights.

1. Measurement and Analysis:

• Make sure to measure and analyze the effectiveness of personalized content.

5. Content Seeding and Distribution Strategies

Content Seeding Strategies:

• Use social influencers, content producers, or publications for content distribution.

• Focus on reach, relevance, and credibility.

Influencer Identification and Connection:

• Identify influencers based on following and expertise.

• Connect with influencers using hashtags, introductions, or direct communication.

Native Scheduling and Third-Party Publication:

• Utilize native scheduling for time efficiency.

• Consider third-party publications for wider reach.

IV. Community Engagement and Reputation Management

Community Engagement Strategies:

• Manage negative experiences and turn them into positive interactions.

• Respond to business queries and gain insights about your business.

Networking Opportunities:

• Find opportunities to network with like-minded business professionals or influencers.

• Utilize social listening to engage with content and influencers.

6**. Measurement and Analysis Techniques**

Performance Metric Analysis:

1. Choose the metric to measure.

2. Group metrics by themes and formats.

3. Identify best-performing themes, formats, channels, and content elements.

Benchmarking and ROI Calculation:

1. Look at benchmark metrics from weeks prior to the campaign.

2. Subtract benchmark metrics from campaign metrics.

3. Divide campaign spend by increased metrics for ROI calculation.

Creative Impact and Continuous Improvement:

• Creativity makes a business stand out and captures customers' attention.

• Hone and refine creative skills for effective content creation.

Creative Content Impact:

• Creativity makes a business stand out and captures customers' attention.

• Hone and refine creative skills for effective content creation.

I. Five Stages to Refine Creative Skills

1. Prepare:

• Research the problem, audience, market, and solutions.

• Immerse yourself in details and ask fundamental questions about utility and users.

1. Incubate:

• Let acquired information simmer in the back of your mind.

• Allow time for daydreaming and subconscious processing.

1. Illuminate:

• Connect all gathered information and insights in your mind.

• Leave your thoughts unwritten at this stage.

1. Verify and Refine:

• Go back to your ideas and verify if they solve the problem.

• Refine and improve the concept for better understanding.

1. Practice:

• Focus on your approach to ideas.

• Get familiar and naturalize yourself in thinking creatively.

Main Barrier:

• Overcoming the fear of failure and potential judgment from others.

• Stepping out of the comfort zone to challenge biases and preconceptions.

II. Different Thought Processes for Idea Generation

1. Observation:

• Instinctual or analytical approaches.

• Pick others' brains and consider alternative viewpoints.

1. Application of Others' Thought Processes:

• Observe how others think and apply their processes to the problem.

• Develop new lines of inquiry based on different perspectives.

1. Scenario Development:

• Envision how ideas might be perceived by different stakeholders.

• Develop new solutions based on varied perspectives.

1. Avoid Functional Fixity:

• Discover new use cases and remain open to innovative thinking.

• Change daily routines and shake things up for creative stimulation.

1. Take Creative Risks:

• Challenge the status quo and embrace unfamiliar approaches.

• Embrace rejection as an opportunity for growth.

III. Keyword Research and SEO Content Planning

1. Keyword Generation:

• Brainstorm keywords around a chosen topic.

• Utilize search engine suggestions, related searches, and specialized keyword tools.

1. Compile and Analyze:

• Compile a list of keywords with search volume and difficulty scores.

• Group keywords based on similar themes and topics.

1. High-Impact Topic Prioritization:

• Prioritize high-impact topics based on primary keywords.

• Use the prioritized list for SEO content planning.

1. Content Group Focus:

• Focus on one overarching theme and link to closely related content.

• Implement primary, secondary, and tertiary keywords strategically.

IV. Resources for Content Creation

Infographics and Visuals:

• Infogram, Piktochart, Adobe Illustrator, Visually.

Video Creation:

• iMovie, Boomerang, Lumen5, Adobe Premiere Pro, After Effects, Final Cut.

Ebook Creation:

• Pressbook, Hubspot, InDesign.

Content Review Tools:

• Reread and have someone else check content.

• Utilize Grammarly and Hemingway for checking and improvement.