How can you create a vision for your Content Marketing team?

It all starts with how better your team can get at writing. Writing persuasively takes time. And it's in all good interests to set it as a visionary goal. The next one is nailing down your buyer's journey and touchpoints and creating content accordingly. Always portray content's team impact on other team members and the whole brand. Learn overall business goals and see how the content team can help reach the finish line. Set OKRs appropriately. Always have a hierarchy within the content team. Chart out a journey for junior content writers until senior folks like the head of content. By this, each one is focused on achieving their immediate short-term goals.

When setting goals it’s worth spending some time understanding which platforms are actually good for you. It’s easy to think that you should be on TikTok and then see little to no results! Some platforms are vanity platforms, while others are the actual channel you should focus more on.

You can also repurpose content and strategise on how to do it effectively. You can reuse the same ideas, visuals, or edit videos in a different way for different platforms. A blog post can become a long form YouTube tutorial, an Instagram carousel or a TikTok video. Make the best use of every piece of content your create by understanding your channels. Low effort, amazing results.

Selecting channels is a vital step in ensuring your content reaches the intended audience. This channel selection can be informed by consumer research.

Sometimes it’s worth trying the 1x3 method, where the same idea is implemented in 3 different ways. You can create 3 different formats on TikTok for the same idea. By simply changing the format of the video, you can test and track what format is best for which audience. For instance, you have to talk about milk. The first video is a learning type of content, where you talk on camera about milk. The second video is a trending sound and very short form where you express the core concept with a fun caption on screen. The third video is a voiceover of you showing the concept and it’s shorter than the first video. I found this works amazing to find new audiences, test new formats, and maximise your ideas.

Content marketing is not as easy to track as one might think. You have to consider the hard data you have (engagement rate, impressions…) but you also have to understand what exactly drove those results. Is it the format? Is it SEO? Is it that my face is not engaging enough? Is my tone of voice good enough? I like to report on both so I can learn from my content and always improve.

Content marketing evaluation for social media often involves utilizing platform analytics available to collect and analyze performance. Analyzing and reflecting upon analytics is crucial to the success of a social content marketing team because it provides an opportunity to evaluate current strategies and identify areas of improvement that can be changed moving forward.

To name a few:- → Clarify Objectives: Clearly define short-term and long-term objectives, aligning them with overall business goals. → Audience Understanding: Deepen your team's understanding of the target audience by creating detailed buyer personas. → Content Strategy: Integrate the content strategy seamlessly with the overall marketing and business strategy. → Innovation and Creativity: Foster a culture of innovation within the team. → Data-Driven Decisions: Promote a data-driven approach, emphasizing the use of analytics not just for measurement but for informed decision-making. → Feedback Mechanism: Implement a robust feedback mechanism, encouraging open communication within the team.