Content marketing, more than any other form, tends to be a strategy where one company covets another’s material. “Did you see that great infographic that our competitor put out? We need to do something like that.” As an experienced Denver marketing agency, our reply is, “Maybe you do. But maybe not.” We say that because the key to content marketing is finding what works for your company or organization.
Launch, Watch, Repeat
As a content marketer, you need to march to the beat of a (potentially) different drummer, so to speak. It could be that what you see your competitor doing is effective for them and would be effective for you. But the reality is, you won’t know what kinds of content will work for you until you get some out there. So, here’s what we advise our clients to do:
- Publish some content. Using what you know about your target market, create some engaging content. Then publish and promote it, giving it every opportunity to do its job of enticing, informing, and nurturing prospects.
- Analyze the results. Use one or more of the many tools available for measuring consumption of your content. Gut feel (“People really seem to like it.”) won’t work here, of course. You need stats.
- Tweak and repeat. If a piece of content shows promise but isn’t performing as well as you had hoped, make some modifications, publish it again to a new audience segment, and see how it performs.
Through this process, you can quickly zero in on the pieces of content that your target market finds most interesting and useful.
Like to Cook? You’ll Love Content Marketing!
With the individual ingredients identified, it’s time to get to work creating the ideal content marketing stew. We’re a Denver marketing company, but we also like to think of ourselves as gourmet chefs! That’s because there is more to an inbound marketing strategy than simply having good content. How often should you reach out to prospects in order to be most effective? What mix of materials and in what sequence delivers the best results? How can we move prospects through the sales funnel most efficiently and effectively? Answer these kinds of questions correctly and your success rate will skyrocket!
So, here again, an iterative approach is what you need in order to generate the stats that define your optimal content marketing strategy. Now, of course, the tweaking and analyzing never really ends. You’ll need to continue developing great content and figuring out whether it fits into the mix and if so where. But at this point you’ll be generating positive results and simply looking to make them even better.
Helping You Create the Right Content
As a leading Denver marketing agency, we’ve helped clients large and small in a wide range of markets figure out how best to reach their prospects. How can we help you do the same? Contact us today and find out!