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What are the best content marketing tools and resources for measuring and optimizing your IMC performance?

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Content marketing is a key component of integrated marketing communications (IMC) planning, as it helps you create and distribute valuable, relevant, and consistent content for your target audience. However, content marketing is not a one-time activity, but a continuous process that requires measuring and optimizing your IMC performance. In this article, you will learn about some of the best content marketing tools and resources that can help you achieve your IMC goals.

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Ebony Vaz

1 Define your IMC objectives

Before you start creating and distributing content, you need to define your IMC objectives and how you will measure them. IMC objectives are the specific, measurable, achievable, realistic, and time-bound (SMART) goals that you want to accomplish with your content marketing strategy. For example, your IMC objectives could be to increase brand awareness, generate leads, nurture prospects, or drive conversions. To measure your IMC objectives, you need to identify the key performance indicators (KPIs) that reflect your desired outcomes. For example, your KPIs could be website traffic, social media engagement, email open rates, or sales revenue.

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Ebony Vaz
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Marketing and sales goals determine the buyer personas you will target and during which quarters so you can align your content calendar to meet the company's goals. Knowing the goals and establishing the content calendar drive your marketing channels and tools. For example, if your Q1 goal is to increase attendance at an e-sports event and the target audience includes a 17-year-old boy that plays e-sports, lives in a metro city with parents that have disposable income, wants to compete, and owns a VR headset, you can plan for in-game ads to be served to him to promote the event (depending on your state's advertising laws to minors). When and what those ads or content includes depends on your content calendar set to help meet your goals.

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2 Choose your content marketing channels

Once you have defined your IMC objectives and KPIs, you need to choose the content marketing channels that best suit your target audience, budget, and resources. Content marketing channels are the platforms and mediums where you publish and promote your content, such as your website, blog, social media, email, video, podcast, or webinar. To choose your content marketing channels, you need to consider your audience's preferences, behaviors, and pain points, as well as your content's format, purpose, and message. You also need to align your content marketing channels with your IMC objectives and KPIs, and ensure that they are consistent and integrated across all touchpoints.

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Ebony Vaz
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People often use a marketing channel without researching if their buyer persona even uses it. For example, if your target audience is a 20-year-old male that lives in the middle of a state in a town that has little option for high-speed internet and spotty cellular service, you would not want to try and target him with ads on a streaming service. Consider the habits of your target audience and how they interact with the services and products you offer, and then determine the channels. Not every tool will work for your buyer persona, and by ignoring this realization, you will waste resources and miss hitting your company's objectives.

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3 Create and distribute your content

Once you have selected your content marketing channels, you should create and distribute content according to your IMC plan. Content creation involves producing and editing content that is relevant, valuable, and engaging for your audience. Content distribution is the process of delivering and amplifying content to reach and attract your audience. To create and distribute content successfully, you should consider using a content calendar to plan and schedule production and publication. Additionally, a content management system (CMS) can be used to store, organize, and update your content. A content optimization tool (COT) can help improve the quality, readability, and SEO of your content. Furthermore, a content distribution tool (CDT) can automate and streamline delivery and promotion. Lastly, a content collaboration tool (CCT) can help facilitate teamwork and feedback among creators and stakeholders.

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Dustin York, Ed.D.

Communication & Innovation Strategist | Keynote Speaker | Associate Professor | Harvard Business Review Contributor | STL Business Journal 40 Under 40
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I'm a fan of Salesforce Trailheads for learning tactical CMS skills. They are free and incredibly interactive. My college students complete these in my Communication courses, and employers note that experience on their resumes.

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4 Analyze and optimize your content marketing performance

To ensure you are meeting your IMC objectives and KPIs, you need to analyze and optimize your content marketing performance. This involves collecting and interpreting data from your content marketing channels and activities, as well as making adjustments and improvements to your strategy based on the data insights. To do this effectively, you should use a web analytics tool (WAT) to track website traffic, social media analytics tool (SMAT) to monitor social media reach, an email marketing analytics tool (EMAT) to assess email campaigns, a video marketing analytics tool (VMAT) to measure video views, and a content marketing audit tool (CMAT) to audit content performance. Content marketing is an effective way to communicate with your audience, but it requires measuring and optimizing to achieve your IMC goals. By using the right tools and resources, you can improve your IMC performance and provide more value for your audience.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best content marketing tools and resources for measuring and optimizing your IMC performance?

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1 Define your IMC objectives

2 Choose your content marketing channels

3 Create and distribute your content

4 Analyze and optimize your content marketing performance

5 Here’s what else to consider

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