Social Media Content an Important Tactic For B2C Marketers

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One of the most important tactics for B2C content marketing is Social Media Content with 85 percent of respondents for CMI survey for North America claiming to have used it. More than 50 percent of respondents are prioritizing Social Media and Blogs as the Content Marketing tactic for 2017 . Brand Awareness, Engagement and lead generation are the top three goals for Content Marketers over the next 12 months.

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Techniques that are used by B2C marketers vary from Keyword research and Social Listening to learn about the audience.

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Among the channels that are used by B2C marketers to distribute content, Email and Facebook were quoted as the preferred channel based on the rating by 91 percent and 68 percent of marketers. Social promotion and Search Engine Marketing are the most used methods for promoting content. Among goals quoted by Content Marketers, Awareness is the leading goal quoted by 74 percent and 73 percent use website visits as the core metric with 78 percent stating that they can demonstrate how Content Marketing has helped them achieve results.

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Content Marketing Strategy Framework

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Content Marketing Strategy Framework that enables brands build scalable operation and  serve the right content at the right time involves a five-step process. The questions that your Content Marketing Strategy needs to answer are:

 

The five steps in Content Marketing Strategy framework are

Purpose & Goals – Defining the purpose for your content. The question you need to answer is ” How we can create Business value from the creation of an engaged audience”
Audience – Defining the target group for your content and how they derive value from your content
Story – What are the unique ideas for your content for each stage of the buyer journey
Process – Process lays down the format for activating your plans
Measurement – Measurement includes gauging your performance and optimizing your efforts.

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With the Content Marketing Strategy framework, marketers are able to work out Content Marketing Strategy Statement that is aimed at a cohesive approach for Content Marketing efforts. Here is an easy template to help you work out your Content Marketing strategy statement.

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Use the Content Marketing Strategy statement to choose topics and add the same to your editorial checklist.

Purpose and Goals

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Purpose and Goals answer the reason for Content Marketing that could range from Increasing revenue to  boosting sales or deepening Customer loyalty to raising awareness. Content Marketing Purpose centers around the value proposition that your content brings with a view to creating value from an engaged audience and answers the question “Why are we creating the content in First place?’

Audience

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Define who your audience are and whom you are targeting with your content to turn them into subscribers. Some of the questions that you need to answer to get a clear picture pertain to understanding the needs, behaviors, current user state and any other defining characteristics.

Story

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The story is a unique idea that lets you monetize audiences that gather around it. The story focuses on Why it happened. A story is a selling tool that is intended to deliver business value. With a story you can deliver unique business value by building customer relationships. With an effective story, brands can build thriving customer communities. At the heart of the story, is Value Creation and purpose. It does not necessarily have a beginning or an end. The story is a way to build a rapport and earn Trust of customers to turn them into loyal fans and supporters.

Process

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The Process is an operational plan that will enable your business to meet with Content Marketing requirement. The operational plan lays down the steps involved in publishing content and the order in which they should be executed. The process is a step-by-step plan that spells out the owner of each task for the team involved.

The Process also covers modus operandi for producing different content format and the best practices that should be followed. The Process also lists stakeholders (Creators/ Contributors and Distributors). The level of support, resources required and timelines form the Process for Content Marketing. It includes Site Navigation, standard routing process and work-flow, required Team and Skill set,  Editorial Style and communication guidelines, Channel Plan and required tools and systems for optimal production and creativity.

Measurement 

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Measurement comprises of Key Performance Indicators and Metrics that help you ascertain your achievement of goals within a timeline. Determine the goals that are required to be achieved to eventually deliver on Key Performance indicators. E.g. if you are required to get to a rich audience database prior to generating qualified leads, you need to measure your performance for the goal of a rich audience database.

Five Steps To Measure Social Media Success

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Keeping track of your brand’s social media success on monthly basis, can help you understand your brand’s performance to ensure that you achieve your social media goals.

 

Start with a Snapshot

Start measuring the performance of social media engagement across channels. Start with a complete snapshot of  your performance across channels, covering the following attributes:

Total Audience Size, Engagements, Engagement as a percentage of Audience, Number of mentions and Potential Audience Reach.

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Focus on Goals

Measure the performance of each channel for the goals. If your goal is to increase site visits , measure the performance of each channel for the goal. Map the performance of key metrics with month on month activity to know which campaigns and channel help you achieve the goals.
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Zero in On Key Initiatives

Identify which initiatives give you the best results. Map the performance for each key initiative.  In an example below shared by Simply Measured, the performance for Influencer Marketing campaign is mapped to see the campaign performance.

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Track Social Media Performance Over Time

As  important as it is to get social media performance Snapshot, it is equally important to track performance over time. Look at audience growth, engagement rate as well as mentions for each channel over a time period.

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Identify Opportunities

Look at the Social Media report to understand key trends and monitor for any opportunities that exist within the paid and earned media space. A good way to identify opportunities is to look at category level keywords and see your brands performance for them. Make changes wherever required to optimize performance for the top performing keywords on social media channels.

 

8 Steps For Creating Content Marketing Plan For Small Business

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Content marketing Plan is required by businesses for meeting their Marketing and business goals. Create a Content marketing plan in these eight easy steps.

Start  With Your Content Marketing Goals

Start with defining your goals. The goals could vary from building trust with your customers to raising awareness or deepening loyalty with existing customers. The goals should be SMART (Specific, Measurable, Achievable, Realistic and Timely). Each goal should have a budget assigned to it and check your performance against the budget to achieve the best ROI.

Identify Personas

Build a buyer persona for your audience. Identify the top two personas for customers you wish to target. A buyer persona deals with your customers motivations, pains, trusted sources and process of how consumers consume your content. Based on Buyer Persona, yo can determine how you want to tell your brand’s story to them.

Keyword Research

Identify the most profitable keywords for your buyer persona. Study competition to understand the keywords they are using to target audiences. Use Free keyword research tools to identify the right keywords.

 Content Marketing Planning Sheet
Your blog posts, emails, eBooks, social media posts and podcasts need to fit into a bigger picture. Start with audience personas that you are targeting and create a plan to target each
Points to keep in mind while creating your content marketing Planning Sheet or Calendar:
What are the most often asked questions for each buyer persona? What are the different buying stages?
What is the conversation surrounding your brand or category? Collect all possible information by tracking social mentions, Google alerts and any  other source of tracking information.
What are the preferred content formats? This could be written text, images, infographics, videos, podcasts etc.
When is the best time to publish? Day, Date, Time
What is the best way to reach your audience?
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Write and Optimize Your Content

Optimize your content for Search Engines, to ensure that your content can be found. This can be done by optimizing your content for SEO, following copywriting tips and a checklist for your blog posts.

Publish Your Content

Publish your content on all available platforms including blog, forums, LinkedIn and other third-party sites.

 Promote Your Content

Promote your content on Social Media sites, and brand sites. Share teasers of your content with paid search and brand sites.

Measure Refine and Repeat

Measure the performance of your content by mapping the performance for key metrics.

  1. Consumption Metrics

  2. Sharing Metrics

  3. Lead Generation Metrics

  4. Sales Metrics