When it comes to getting your content marketing right, like so much else in life, it ain’t what you do, it’s the way that you do it. You need a content strategy to ground and guide your content marketing efforts.
We’ve written before about the three stages of getting your content marketing sorted. But as it’s Christmas (and because, why the heck not?) we thought we’d set them to music. Welcome to the content marketing party!
Step 1: Get the message right
The first step is the strategy, planning and research phase. Give yourself time to think. If you want your marketing to be really saying something, you need a good clear message. Finding that message comes from a little soul searching and a lot of listening. Listen up to your customers, and get clear on your own goals. Find your sweet spot, and draw out the themes and ideas that are going to interest your tribe and draw more of the right people towards you.
Step 2: Build your platform
Once you’ve done your soul searching and listening, it’s time to get your digital platform right. Build that platform. Create a website where your customers feel at home and can always find what they’re looking for. Think wider than your website, your digital marketing universe includes your newsletter and social media platforms too.
Which platforms? Well, really, wherever I lay my hat, that’s my home is a good guide. Be where they are. Make sure the website, newsletter and social media feeds all join up. Don’t forget calls to action (who doesn’t love action?). What do you want people to do once they find your content on the website? Call me? Join our club? Always be clear on the next step.
Step 3: It’s content party time!
So with the thinking and the platform sorted, you’re ready to party. Get writing. Answer the questions your customers are asking. Keep that content coming. Post it to your website, share it with your networks, keep talking, keep listening.
Mix it up a bit. Some river deep and mountain high stock content pieces, some that makes people smile. You can experiment with podcasts and video, (after all, that’s entertainment). Share your expertise and knowledge freely in whatever way suits you and your customers best.
Commit to your newsletter, show up on social media platforms, don’t let your customers forget about you.
Most important of all though is to remember the content marketing mantra.
Help, don’t sell.
If you want your content marketing to succeed, putting your customers first really is the greatest lesson of all.
Here’s the full playlist
- It ain’t what you do it’s the way that you do it – Bananarama and Fun Boy Three
- Think – Aretha Franklin
- Really saying something – Bananarama
- A Little Soul – Pulp
- Listen Up – Oasis
- Build – Housemartins
- I still haven’t found what I’m looking for – U2
- Wherever I lay my hat, that’s my home – Paul Young
- Love Action – Human League
- Call me – Blondie
- Join our club – St Etienne
- River deep, mountain high – Tina Turner
- Smile – Lily Allen
- That’s entertainment – The Jam
- Don’t you (forget about me) – Simple Minds
- Push it – Salt n Pepa
- Pump up the volume (M.A.R.S)
- Help – The Beatles
- Greatest day – Take That
Here’s a link to the full content marketing party playlist again. Any favourite tunes we’ve missed?
Happy Christmas from us both.
Sharon and Sonja