ADVERTISING & PR | THE MCONIE AGENCY
Great content generation feeds your traditional PR and digital campaigns too. Creating integrated content strategies that combine best practices in blogging, SEO, social media, PR, email marketing, lead nurturing and marketing automation will achieve maximum impact.
If you haven’t already done so, now is the time to create a documented content marketing strategy that aligns with and supports the goals and focuses of your business.
THE QUESTION IS: DO YOU HAVE
THE STEPS IN PLACE TO DO THIS? This is the time to take a step back and think carefully about how you’re connecting with potential customers. They may be visiting your website or finding a product or service through Google, but that’s only a couple of examples of how people search for information. Therefore content must be able to span all forms of communication including traditional, online and social platforms.
THINGS TO CONSIDER: Types of content - Blog posts, product press releases, case
studies, tweets… what type of content is your target audience looking for? What is the intended goal or call to action for each piece of content?
Subject matter expertise - Do you have the people, expertise and time to produce engaging, efficiently written and technically sound content?
Repurposing – Good content should be able to be repurposed easily so that it can be reused in new and unexpected ways to generate more with less effort.
Be selective - Start by mapping existing content to specific personas across the sales cycle, then prioritise topics that will fill the gaps. Consider “what are the ‘hot topics’ in your sector at the moment?” and link content to them.
CONTENT IS KING
Information and knowledge can be gleaned from a plethora of sources
and therefore it is imperative that your communications span every platform. This creates an almost insatiable need
for content and good, regular content is not easy to deliver.
The true potential of content generation can only be realised when you begin with content that will really grab and retain your customer’s attention. More than that, great content gives a business and its brands personality and character, transforming it from a faceless logo or website to a living, breathing team of knowledgeable and friendly experts. It’s through these friendly experts that you can build a dialogue with your customers so they see you as the friendly and trustworthy business for advice and information.
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EVALUATE AND ADAPT Already done this? Evaluate your content’s performance —
revamp the least successful assets and better promote the most successful. Ultimately, make sure your content is working as hard for you as it can.
Re-evaluating your content marketing strategy may seem overwhelming. But if your current approach seems unsustainable, it’s a problem you can’t afford to ignore. Your brand is vying for customers and content should be an ever- growing piece of your marketing strategy. But in order to scale to a level where your content can continually adapt to the challenge of breaking through the ever-increasing digital clutter and noise, you’ll need to prepare your team with efficient processes, integrated technology and an intelligent strategy that can deliver for any occasion.
NEED HELP? We are experts in helping businesses in the security, safety,
occupational health, facilities and emergency services sectors communicate with their audiences. We develop engaging and stimulating campaigns for our clients whilst building libraries of content. Our results help change behaviours.
www.mconieagency.com
TOMORROW’S FM YEARBOOK 2016/17
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