Content Marketing strategy you must know for 2015

Credible voice predicting content marketing to be the part of upcoming digital marketing revolution, especially in 2015. Enormous hype and buzz in content Marketing strategies and diverse expert opinions have raised the need to clearly understand the core implementation strategies and art behind the custo-content relationships.

content marketing explosion

In the core, content marketing is the comprehension of one’s idea to meet certain objectives and need, and which directly nails down the behavior, search life style and customer buying/behavior cycles, in the form of-

  • Textual communication
  • Info-graphics/ Gifo-graphics
  • Podcast
  • Videos
  • Other Interactive medium like Slideshare & Brainshark

Most of the time social media platforms are considered as the part of content marketing strategist  but in actual ground these platforms are the mediums of real content amplifications. Social media alone cannot market your strategy until you have above 5 resources in place.

Major 2015 Content marketing Challenge

Forrester Research asserts that content volume is growing at a rate of 200% annually. At this rate, the volume of data stored in many organizations may measurably reach the point of “too much information” – in other words, where the levels of information actually interfere with productivity rather than contribute to it.

investment hike in content marketing

The rise in flow resulted due to lack in goal planning and thus resulted in the quantity of content where the aim limits with distribution of content rather than engagement. So the major areas to be worked out and to be considered are listed below on the basis of their importance and frequency.

Audience Identification & Audience Creation

This is the most important and baseline for content marketing plan execution. You don’t just have to identify your audiences but simultaneously with the plan launch you will have to keep maintaining your audience lists.

Market research is the most cost consuming part of any brand and this is worth effective when you are among top 1000 fortune companies otherwise for those who cannot afford will have to rely and stretch on online social media engagement platforms and researches.

So what is Market Research?

According to Entrepreneur: “The process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service; research into the characteristics, spending habits, location and needs of your business’s target market, the industry as a whole, and the particular competitors you face.”

Typically Market Research answers- Who, What, Where, Why, How

Process of Affordable Market Research-

Business owner are subject matter expert and they know their business more than anyone else do and they also have good data about their customers and their actual needs and challenges, so if you are researching for yourself the process starts from available data and resources. Pull down the existing customer challenges and find the related stuffs at-

  • Discussion forums
  • Social Media platforms
  • Related Blogs and Comments
  • Q & A platforms like Quora
  • Website & competition analysis tools like SEM rush

For more insights repeat the steps for your top 10 competitions and note down the topics and discussions that inspire questions, increases curiosity for discussions, and need for clarifications. You will definitely face challenges but you will have to Ignore the blatant and will have to understand latent mind-frame This could be your strongest point at your content as you will have the insights to show empathy.

List down the key researches like the platform where your customer are active and most likely to interact. Above researches will help you with lots of insights. For deeper and advance level of analysis identify the referral traffic sources of your competition via SEO tools. Check out these quick tips to hire a SEO company.

Freshness & Unique Quotient

According to Google Freshness Update the content with fresh quotient are more likely to hit the SERPs and resulted in affecting 35% of search queries on the basis of freshness. Thus unique content quotient comes with 2 huge benefits-

1. Instant SERPs visibility

2. Probability to gain social signals

Social signals indirectly boost ranking

For news updates and events it’s quite obvious that latest content with good authority website will get the benefit of ranking but for generic content there is no doubt that Google matches search queries with the old content but the value of fresh quotient in the content raises the probability of higher ranking.

So what is Unique content?

Any rich media content which is produced for the first time is known as unique content. Elaborating more, it’s word, phrases or sentences which are not arranged in the similar fashion earlier across the web. And that should be relevant enough; not in terms of website or the topic  but in terms of user intent behind any search queries.

In short it should meet and should be able to establish semantic relationship in between “query & content”. And most important it should be capable in providing great user experience; the metrics of UX measurement can be tracked via Google Analytics and this can be page views, time of page, goals, user amplification. You may want to know more about  semantic content importance in ranking.

Further “freshness quotient” can also be added by-

  • Visual representation
  • Communication style
  • Simplification

Right content @ right cycle

Audience research and SEO intersect at various levels and undergone collective evolution. SEO can not only help you with the intent identification but can also help you to identify the right keywords and content across buying cycle.

Buying cycle can be categorized into 4 major parts

  1. Discover / Awareness / Branding / Suspect
  2. Consider / Evaluation/
  3. Decision / Sales / Purchase
  4. Retention / Advocate / Opportunities

Above 4 phases can help you to deliver right content, to right customer, at right time. Entire customer life cycle revolves around these 4 stages. Prior to any content marketing launch you must identify your segment, and amplify on the targeted segments only.

customer-buying-cycle

Content formats and communication channels

  • Discover
    Content formats: Brand content, Infographics, Gifo-grphics, videos, Engaging & entertaining content
    Communication channel– Corporate blog, Blogs, Social Media platforms, video channel self/Third party hosting
  • Consider
    Content formats: Email, Direct discussion, Events, Webinars, eBooks, Display marketing
    Communication channel– Direct Emails, Google Paid networks, Facebook & Google remarketing,
  • Decision
    Content formats: Email, Direct discussion, Events, Webinars, eBooks, Display marketing
    Communication channel– Direct Emails, Google Paid networks, Facebook & Google remarketing,
  • Retention
    Content formats: Email, Direct discussion, Events, Webinars, eBooks, Display marketing
    Communication channel– Direct Emails, Google Paid networks, Facebook & Google remarketing

5 thoughts on “Content Marketing strategy you must know for 2015

  1. Deepika Tanna

    No doubt..great resource and good read
    Specially liked its last part Content formats and communication channels. I strongly believe that all these platforms are subject for trial and you can’t just stick and follow standards. In Digital Marketing if you stop learning you are dead..

  2. Dublin

    This is the most important and baseline for content marketing plan execution. You don’t just have to identify your audiences but simultaneously with the plan launch you will have to keep maintaining your audience lists.

  3. Shane

    Agree but communication channels are directly influenced by customer last touch…you need to understand the impact of your earlier communication.
    This is somehow good for the new brands or companies.

  4. Pingback: How to SEO for your Blog? Advance SEO Practices | Digital Marketing & SEO Optimization- How To..

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