Joe Pulizzi did an excellent job of breaking down the meaning of content marketing and how to maximize your organization's content during The Drake Forum. While Pulizzi’s presentation was more than 200 slides, his main objective was simple. Your organization should be “the trusted, expert resource in your niche wherever your customers are at online.”
His first advice was that developing a content marketing strategy is “key”. Content marketing involves using many different channels to speak to your members, and having a strategy to help stay focused is very important. First, you need a goal. “What do you want to see?” and “what will the board want to see?” are two great questions to start your strategy. You will also need to set measurement parameters to help determine if your goal was successful.
Content Marketing for Associations and Non-Profits
Once a goal is set, define your target audience. Think of whom you are targeting and develop a “buyer persona” for this group. Write down their job title, age range and other things that describe their personality as well as how they would like to receive information.
Now that you know who you are speaking to, find out what their informational needs are. Some great tools to do this are Google Alerts and Survey Monkey. Google Alerts are helpful because you can enter any word or phrase and whenever that appears on the Internet, Google will pull it for you. Survey Monkey offers a free surveying service. By using this site, you can ask your audience what they want to know, and Survey Monkey will compile the results and make graphs and charts for you.
To be great at content marketing you need to have the answers to the questions your members are asking. This is the secret sauce because providing this valuable information can help position your organization as the expert.
The next step is to find the content you want to share with your members. The content you generate doesn’t need to be completely new, but can overlap when put into different channels. For example, you can blog about a section of a magazine article you just produced. Sometimes it takes multiple channels to get one message across.
To make sure you optimize your message across channels find out where your customers hang out. This is important because it will help decide what websites are useful in reaching your audience. Write down the sites that will be most helpful. These sites could be anything from Facebook to Business Exchange.
The use of a variety of channels will help you decide where to share your content. You need to develop the best method for your tactics. To put it simply, watch where you place your content and ask if there is a better channel for this information. Time consuming content such as research reports might be only shared once a year, but less detailed content could be shared consistently.
A great way to keep track of the content is to develop a content calendar. This will help show where you have your content going and what channels you are optimizing. A calendar should display the daily, weekly and monthly activity.
Lastly, make sure to measure your content marketing back to your objective. Keeping your content calendar along with Google Analytics can help track your content marketing progress.
To execute content marketing effectively, this must be a continuous process of always learning and creating new goals. To see the full presentation with more tips to help execute a content marketing strategy plan, check out SlideShare: