Selecting marketing channels
Selecting marketing channels goes hand in hand with understanding customer personas and setting budgets. Since the advent of digital marketing, the number of marketing channels available to brands has soared. This increase in outlets has created both advantages and challenges for brands.
Selecting digital marketing channels as part of a content marketing strategy is critical for targeted content development and detailed budget planning. The multitude of digital marketing channels helps brands find an exact fit between product and audience. At the same time, marketers need to research each channel’s audience and stay up to date on audience changes to ensure channel-audience fit.
Marketers must choose between owned, paid, organic, and earned content marketing channels. The latter is not necessarily a choice marketers can make. Earned content marketing happens when a brand’s audience shares the company’s content on its platforms. It is how content goes viral.
Selecting the right combination of organic, owned, and paid channels are critical for reaching the best possible audience. The right mix of channels will also help a tight content marketing budget extend further and deliver greater returns.
Creating, launching, and optimizing content
Smart objectives, well-defined customer personas, a clear budget, and suitable marketing channels are pillars of a high-performing content marketing strategy.
Based on those pillars, the next stage of writing a content marketing strategy encompasses creating, launching, and optimizing a brand’s content. In practice, these are three individual steps. The first step is to develop high-quality content tailored to the intended channel.
Once the content has been launched, digital marketers need to measure its performance against their predictions and the individual campaign’s goals. Even with the highest level of planning and research, it is normal for some pieces of content to perform better than others.
Optimizing a brand’s content marketing strategy is about understanding what works best to achieve the goals you set at the beginning of the process. Launching content and measuring its performance will tell the content marketing team what needs to be changed for future campaigns. This last point is essential: content marketing strategies facilitate long-term planning but are not static documents. They need the flexibility to devote more resources to high-performing content while removing content that is not working.