Content marketing essentials

5 key issues to consider to make your content marketing more effective

I recently recorded a short series of short videos for TFM&A Insights where I selected just five factors to focus on to improve key digital marketing techniques. 

In the first video I cover Content Marketing. If you were picking just 5 factors to help make content marketing successful which would you choose?

The five practical success factors I cover in the video are:

• Success Factor 1. Set goals and KPIs so you can prove the commercial contribution of Content Marketing. For ideas on KPI selection, see Dan Bosomworth's post on KPIs for content marketing and Stephen Bateman's Content Marketing Evaluation guide.

• Success Factor 2. Prioritise content for different audience needs using the content marketing matrix. See the Content Marketing infographic for how you can audit and brainstorm content ideas and the persona toolkit for how to create relevant personas. 

• Success Factor 3. Theme content through time using an editorial calendar. Chris Soames describes how in this post. Expert members can download this editorial calendar spreadsheet. 

• Success Factor 4. Repurpose and re-use. So much potential content like a whitepaper is underused. You can also repurpose other content - see Dan's post on 23 ideas for content curation.

• Success Factor 5. Integrate content marketing across all touchpoints. For example, email, different web touchpoints, offline – make content a core part of your OVP, using the most relevant specific content for each channel.

If you're attending TFM&A 2014, I'll cover more examples and techniques  when delivering the keynote and running 3 workshops for different types of businesses over the 2 days. 

Dan Bosomworth and Dave Chaffey of Smart Insights will be attending throughout the event on Stand H24 - do pay us a visit and we'll be happy to discuss any of your questions on Content Marketing or other topics. We're also offering a new planning infographic as a takeaway for all members who drop by.