CONTENT
STRATEGY
Content marketing is the art of communicating with your prospects without selling them anything. The fuel of the marketing campaign is to attract, promote, persuade, and nurture. The process is plan, create, distribute, analyze, and repeat.
Hero - event activation, contest activation, live event
Hub - product editorials, behind the scenes, supplier interviews
Hygiene -product questions, demonstrations, troubleshooting, the brand, social media, channel activity
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Personalization - relatable, delivers, necessary
Length
Language - avoid jargon, use positive language and avoid negative language (can't, don't etc.)
Voice
Tone - audience's state of mind, how voice is used
Memory - special memory
Emotion - happy, sad, empathy
Motivation - unmet human need
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Three Storytelling Methods
1. SCQA -situation, complication, question, answer
3. Character, Conflict, Resolution
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Tools for content formatting are available online. Three examples of content are e-books, blogs, and inforgraphics. Hubspot offers e-books templates. Next infographics are on a handful of sites. They are inforgram, pictochart, and Hubspot. Plus Hubspot has blog post formatting. (Not sponsored by Hubspot.)
Another strategy is to re-purpose content. Change the format make what was once a blog now is an inforgraph, or a podcast. Alternatively,change the target audience for the content (e.g.,university students to young working professionals).
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Content calendar is vital but consider quality over quantity and either combing content creation and content, distribution or make the calendars separate. Suggested column headings are the following: title, theme, target, main format, who will create it, and how the content will be tracked and measured.
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Five Resources for Content Creation
1. Search "how to" in Google
2. Use Google trends
3. Use Answer the Public
4. Use Hubspot's Blog Topic Generator
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