Content marketing is a big deal, to the tune of $118 billion dollars.
eMarketer forecasted $188.4B will be spent on content marketing, video marketing and social media in 2013.
While 86% of B2C marketers use content marketing, their B2B counterparts depend on it slightly more. But not many in either group think they are all that successful in executing the plan. So what are the biggest hurdles of implementing the strategy? Creating enough content? Being on top of the trends? Creating the type of content your customers are looking for?
Crafting a content strategy is critical to your content marketing initiative. Required to support the actual content creation process, objectives and goals for each piece of content you create, audience and marketing channel identification; a content strategy can also help streamline the content creation process by assigning roles and removing department silos.
eZdia’s Alok Jain and TopRank’s Brian Larson shared dozens of tips and tools during their session How to Craft Killer Content Strategy to Earn Links and Visibility, a complete hour entirely focused on creating a content creation process that is both efficient and effective.
3 bullet proof steps to create the content your killer strategy requires #SESCHi
1. Identify keywords, topics, themes to create the content around
Start with a group of keywords. These could come from:
- your inbound search terms - events & holidays
- borrowed from your competitor - customer questions/reviews
- keywords in your taxonomy – contests and innovations
- get creative (Black Friday in July!) - social trends
Plug these keywords into Google’s Adwords Keyword Planner Tools to get hundreds of keyword ideas.
2. Take Inventory of keywords and topics
Once you have the keyword ideas downloaded from Google’s keyword planner, eliminate any keywords that don’t match the brand voice or campaign goals.
Group keywords in specific buckets and collect respective search engine rankings and monthly search volume.
Apply organic CTR to keyword position & monthly search volume and identify traffic. Alok’s example used Chitika for this step.
3. Identify content gaps & share of voice, here’s the simple process.
Define Keyword Groups > Find SERP (per group) & Apply Organic CTR = SOV
Create a content plan based on audience needs, share of voice, content gaps, business goals, content objectives and best suited marketing channel.
You can view Alok’s complete SES CHICAGO presentation here
About Padmini Murthy
Padmini is a marketer, a mom and a musician (the 3Ms). She loves to read about new and emerging technology. She has successfully led marketing initiatives for mobile, cloud, semiconductor and now, eCommerce. In her last position as a marketing head for a mobile company, she helped the company triple their revenue in less than 3 years. She has several marketing publications and her case study on InfoSys and the challenge of global branding was published by the Harvard Business Review.