WHAT YOU SHOULDN'T SKIP IN 2022 IS UNDERSTANDING THE ANATOMY OF CONTENT MARKETING!

Content Marketing is the process of creating and sharing marketing messaging for a certain group of people or intended audience and distributing them through the appropriate channels to achieve specific objectives. While the company’s overall approach to content is the Content Strategy.

The power of content and the impact brands or leaders can make through useful and high-quality content can be huge however, we live in a noisy world where customers and clients are bombarded with an amount of information each day. So, it’s really hard to stand out.?

According to the latest statistics ?with an estimated?3.7 billion humans using the internet and with half of our searches conducted from a mobile phone, there are on average a staggering 5.6 billion searches made every day, and that’s Google alone.?In the year 2022, the expected amount of searches will reach several trillion per day according to statistics 2022.?

The largest search engine, Google processes more than 63,000 searches every second. Not just created when searching and uploading on the internet, our growing data trail can be contributed to, through all the emails, texts and messages. Every minute also sees 156 million emails being sent, with addition of?103,447,520 spam emails being received in that short time frame. From music to image, our digital presence is continually growing and with smartphones coming with a camera included, everyone is continuing to add to the digital data pile.” (Source: TheNextTech.com)

Furthermore, “The time we spend using social media has grown again over the past year too,?up by 2 minutes per day (+1.4 percent), according to the 2022 January data of Datareportal.com. At an average of 2 hours and 27 minutes per day, social media accounts for the largest single share of our connected media time, at 35 percent of the total. However, social media’s share of overall internet time has actually fallen slightly since the start of the COVID-19 pandemic. This is large because people have embraced a variety of new online activities over the past two years, so –?relatively –?social media now accounts for a smaller share of total online time than it did when people did fewer things online.”

?? WHY DO YOU NEED CONTENT MARKETING?

The power of content and the importance of Content Marketing in 2022 are indisputable! To build a profitable business you need an effective Content Marketing Strategy.

“High-quality content plays a critical role in spreading awareness and forming an initial impression of your brand.” (Strategyscope)

Content marketing

?????? Generates Awareness

?????? Keeps Reader’s Attention

?????? Improves Brand Loyalty

?????? Generates Leads

?????? Increases Direct Sales.

It also has a role as being a clasp with sales activities and salespeople in your company.

What Are The PRIMARY OBJECTIVES For A Content Marketing Engagement Strategy To Achieve?

?“Improving brand awareness is a primary objective for a content marketing engagement strategy to achieve for 55% of marketing influencers. The more profit-driven objectives, increasing customer conversions and increasing sales revenue are also at the top of the list according to 48% and 46% of marketers, respectively.” – confirmed by the 2019 “Content Marketing Engagement Survey” by Ascend2. (*Source: Ascend2.com)

Which Content Marketing Types Are The Most Trusted?

The survey also addressed the question: “What types of content are MOST TRUSTED by target audiences?” – “When it comes to content, having solid evidence to support a claim is extremely important. That is why a 60% majority of marketing influencers report that research and case studies are the most trusted content type by target audiences, whereas 34 percent said the same about photos and infographics. Blog posts and articles reached 31%, while Emails/eNewsletters and category Videos/Motion Graphics are achieved head to head 30-30% based on the answers of the survey respondents.” (*Source: research conducted by Ascend2.com and research partners ?

(Methodology: Data were driven from 301 marketing influencers who responded to this survey during the week of May 20, 2019, with a standardized online questionnaire and a proprietary 3-minute survey format.)

?? THE ANATOMY OF A CONTENT MARKETING

The main pillars of successful Content Marketing are AUDITING – PRODUCING – DISTRIBUTING.

????? STEP 1 – DEFINE YOUR CONTENT MISSION

1.)???The purpose of the content,

2.) Goals and key objectives you want your content to achieve.

Good content is always resourceful, so before starting to create a piece of content always define the main goal and follow that throughout the whole process.

??????? STEP 2 – UNDERSTAND YOUR AUDIENCE AND CREATE THE AUDIENCE PERSONAS

• Who they are?
• Problems and Needs
• Demographics
• Sociodemographic
• Content Consumption Habits
• Preferred Channels

????

??? STEP 3 – CONDUCT A COMPETITOR ANALYSIS

• Competitive Edges
• Value Proposition
• What Audiences do they Serve?
• Content Types and Performance?
• Communication Style
• Communications Channels

?

??????? STEP 4 – CONDUCT KEYWORD RESEARCH

Keyword research aims to identify the best keywords in order to enhance the performance of your content referring to Google rankings and if you skip making this your content will get nowhere! is a bigger subject that Strategyscope will detail in the upcoming issues.

In a nutshell what keywords should you choose and what determines this choice?

• It must be relevant to your target audience,
• It must be realistic to rank for,
• It must generate business value,
• The selected keywords must be actually searched for by your target audience.

????

??? STEP 5 – AUDIT YOUR CONTENT & SOCIAL MEDIA PERFORMANCE

Content Audit is a precise process for step-by-step analyzing and assessing your content on all of your owned web-based platforms. It gives important insights and conclusions in terms of Content Marketing for reviewing what works and what’s not. It means the overall process in terms of recording, cataloguing and analyzing content on your website, a lead page or other digital platforms including the performance of the given content.

The 2 main reasons for conducting it are

1.) SEO (Search Engine Optimization) and

2.) Evaluating the existing content advertising practices.

?

??????? STEP 6 – MEASURE YOUR CONTENT RELATED KPIs

The main reason you can’t miss measuring your content KPIs is to understand how a certain piece of content or a complex campaign performs. By identifying the KPIs you want to measure you will have a depth insight into

• whether your audience saw your content and if so,
• if they were engaged with /had any emotional impact on them, or
• made a transaction through it, etc.?

And let’s be honest, without understanding this, it doesn’t make any sense to shoot out your contents into the digital sphere, right?

KPI tracking is a bigger subject that Strategyscope will detail in the upcoming issues. What is important to understand here is that the 4 Main Key Performance Indicators for online marketing are:

• SEO (Search Engine Optimization) Metrics,
• Business and Conversion Metrics,
• Social Engagement Metrics and
• User Engagement Metrics.

Conclusions:

In order to lay down the basic foundations of Your Content Marketing Strategy, you must understand its anatomy and implement the key elements through which you can ensure that you develop, structure, deploy and track its performance of it with the right metrics. If you want to increase your marketing and sales ROI you have to take your Content Marketing Strategy, Content Strategy and all your content creation processes to the next level.

Follow the route that the Strategyscope compass shows you and grow each week!

Editor’s Note: Content Strategy is a huge subject with several various verticals and aspects. Strategyscope will further continue to discuss this subject but doesn’t intend to replace Wikipedia and high-quality professional marketing resources either. Rather give you guidance, and share best practices based on real-life experiences and client cases while keeping you up to date.        

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??If you want to broaden your knowledge about how to craft your Marketing, Branding and Content Strategy, stay tuned because more details will be described in the upcoming issues of the STRATEGYSCOPE newsletter.

STRATEGYSCOPE is the Marketing, Branding & Content Strategy Compass for your business boost. Each week the newsletter covers various topics within these 3 key areas to guide SMBs (Small and Medium-sized Businesses) Entrepreneurs, and Solopreneurs to fine-tune their strategies and utilize the potential of Marketing for their sustainable growth.

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