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.

framework

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.

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

Purpose and Goals

content-purpose

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

audience

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

story

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

process1

The Process is an operational plan that will enable your business to meet the 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 

measurement

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.

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.

b2ctactic

tactics2017

goalsb2c

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

b2ctecniques

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.

b2cchannels

 

 

Content Marketing Strategy Framework

Standard

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.

framework

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.

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

Purpose and Goals

content-purpose

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

audience

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

story

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

process1

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 

measurement

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.

Pixar And The Art Of Storytelling

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Making the story relatable is more than a clever video creative or animation. Pixar delves into various attributes that make the story relatable. The Raison d’être for a story is what determines the success of the film’s story.

Strong characterizations is one of the factors that lend to the relatability for a story. Encouraging audiences to empathize with characters creates a unique bond. Inspiring emotional understanding brings audiences to delve further on the story and explore the subject matter.

Brand Storytelling with Content requires Brands to start a conversation with the targeted audience that helps them see the usefulness of the Brand in their lives and thereon engage audiences in an ongoing conversation. Brands that seek to evoke emotions with fans and followers, can use different types of content to tell the Brand Story. Brand Storytelling can be used to engage audiences at different stages of Consumer Journey right from brand discovery to post purchase or advocacy stage.

 

Photos, Video Clips and Animated GIF’s

Visuals are known to be more engaging. To be able to capture the sentiment of your audience with the visuals makes for campaigns that resonate with and engage your audiences.

Content Fillers For Ongoing Audience Engagement

Use Content Fillers on Social Media to keep the audience interest alive in your Brand or Campaign by adapting content to be used as a filler to further your brand’s story.

Target created a  Holiday Adventure Series that led through a maze of presents presenting a number of options that were available for gift shoppers, while building on the story of a magical quest to light up a ridiculously Giant  tree.

 

 

 

Create Video Content and Contests For Themed Engagement

Oreo’s Open up with Oreo themed campaign takes forward the campaign idea of openness making the brand relatable in different contexts. The storytelling approach here builds on the idea of inspiring openness and curiosity in every day lives .

“As a brand that inspires openness and curiosity every day, OREO believes that, if we begin to open ourselves up, we’ll make more meaningful connections and discover that we have more in common than we think, no matter where we live or what walk of life we come from,” said Jennifer Hull, Brand Director Global OREO.

 

 

Oreo has earlier taken the idea of “Wonderfilled Moments” to tell the story with video clips that generate enthusiasm with the audience with an experience #PlayWithOreo that directs users to a link with recipe.

Use Video Contests to engage users with a theme that establishes your brands’ support for a cause, that can be used to package your brand as a socially responsible brand by supporting a cause or promising benefits that generate positive association for the brand.

If you are looking at a product centric campaign then a series of simple quizzes or content that is useful can bring forth the product features and help you build your story. Ben & Jerry’s post on Instagram about Flavor Facts created more than average engagement.

 

Use Exclusive Product Shots and Visual Treatment

Product shots that are exclusive create recall for your content. Another interesting way to approach the visual treatment is to see attributes that are closely associated with your brand and use those attributes to create a unique style for your posts.

Brand Content For New Launches and Offers

Ben & Jerry’s uses video on Instagram effectively to make the story relatable with links.

Amazon’s Prime Now builds on deals and ultra-fast delivery promise with social media posts.

apn

Brands that rely on social media referrals can use posts that showcase consumer reviews or user-generated content to endorse the Brand Story. A simple compilation of Users with images in a video format can engage audiences making them feel part of the story while helping you achieve your campaign objective.