Pam Dayer in an article on socialmediatoday.com, does a great job of breaking down the steps involved in creating engaging content.
1-Define the audience and business goals. The first step in creating a content strategy is defining the desired outcomes and understanding the target customer. This step answers questions like- the need for content marketing, buyer personas, key motivators, the social media platforms they are on, etc
2- Plan the content marketing strategy. This includes managing the work flow - who would be responsible for content creating, and the content marketing calendar - when does the content need to be published.
3- Create, Publish, Promote. Content should be created in different formats, for each stage in the buying cycle and should be optimized for SEO and Keywords. The next step would be to publish the content through the company website, blog, you tube, social media like Facebook, twitter, Pintrest, etc. Finally we need to promote the content via- social media, social bookmarking sites such as Reddit, internal links, by managing comments and feedback and maybe through mass media too.
4- Analyze. It is very important to understand whether the published content is engaging customers and is helping us achieve the goals that were developed in step 1. Various media analytic tools can be used for this process. Performance can also be monitored using KPIs
Now that we know the steps involved in content marketing, lets look at a company that is doing a great job of reaching its customers through great content.
In 2013, as a part of its content marketing plan, Chipotle released a 3 min video called ‘The scarecrow’, which was a follow up to its immensely popular video, ’Back to the start’. As explained by Karlene Lukovitz of Mediapost.com, the video tells the story of a dystopian world in which a scarecrow is forced to work in an industrial food factory, the message being, ’cultivate a better world’. The Scarecrow” was also designed to serve as the trailer for a free iOS game that let players earn buy-one-get-one free (BOGO) deals from
Chipotle. Supported by a small online and mobile ad campaign, plus PR outreach that generated more than half a billion media impressions, the game — which delivers sustainability messages in a fun way — was downloaded 500,000-plus times by mid-October. The Scare crow video has had over 12.5 million Youtube views to date.
So how can you, as a marketer, learn from Chipotle's success and create a successful content marketing plan? Here are 3 action items to get you started-
- Create content marketing goals and KPI. The goals should look at content marketing as a strategy and not as a short term tactic.
- Get the buy in. Content marketing cannot be a success unless it resonates as a strategy throughout the organization. Make sure that the decision makers agree with your plan.
- Create a content publishing calendar: Plan your content marketing strategy to reflect who will be working on content creation and when.
Kavita Jain is currently working on her Masters in Integrated marketing communications at Northwestern university. With a keen interest in Digital marketing and Analytics, she is constant trying to make sense of the ever changing world of Digital marketing. You can follow her on twitter at @jainkavita and on LinkedIn at www.linkedin.com/in/kavitajain/.