Content Marketing

How to Make Your Content Marketing Campaign a Success

By January 3, 2017 5 Comments

58% of Marketers Want to Learn What Content Works: Here’s a Strategy for Success

From sponsored blog posts to infographics and influencer marketing, the reach of an effective content marketing campaign is wide. Garner more attention from your target audience by using a strategic framework to build your campaign.

1. Define the Objective of the Campaign

Many marketers use their goals and objectives to frame their content marketing strategy. Examples include improving social media presence or increasing website traffic.

2. Decide on How to Record Metrics

Measuring performance metrics depends largely on the content marketer’s goals. If the goal is to encourage readers to take action by signing up for a newsletter, for example, content marketers track the number of people who sign up.

3. Assemble a Team and Research the Audience

Unless the campaign is limited and small, it’s tough to carry out alone. Having a professional team of editors, writers and designers makes it possible to create high-quality content to drive the most traffic and build the best content marketing campaign.

To understand their audience, marketers use analytics and other tools to learn as much as possible about their audience’s interests, purchasing patterns and online behaviors so that they can target them most effectively.

4. Choose a Content Type

Because marketers get to know their audience before they start generating content, they can craft high-quality campaigns targeted to the people they want to reach.

For example, National Geographic posts contributors’ travel photos on their Instagram site to build a 60 million+ following.

Chanel dabbled in sponsored blog creation when they gifted Rumi Neely, a fashion blogger with one of their backpacks, which has since appeared in numerous blog posts and Instagram photos that effectively reach consumers with a subtle approach.

Chanel Influencer Marketing

5. Create and Distribute the Content

Choose professionals (copywriters and designers) that specialize in the type of content being created. Make sure the content marketing team does everything necessary to ensure that the content’s aligned with the campaign goals and marketing strategy. Once the content is ready, many content marketers struggle with distributing them in ways that maximize the results. Many marketers examine their existing routes to find the strongest ones for distributing the content.

For example, Procter & Gamble distributed their #LikeAGirl campaign strategically on social media, with the use of community and celebrity influencers. The campaign took off with viral appeal.

6. Evaluate Content Effectiveness

Whether the content consists of sponsored blog posts or infographics, evaluation is an essential tool in every marketer’s arsenal. This allows campaign marketers to adjust and tweak their strategy as needed to make sure it ends in the most successful way possible. Some of the metrics content marketers should watch are:

  • Referral, social and direct traffic
  • New and returning visitors
  • How many shares the content receives
  • How many sales the content generates

The Numbers

Join the discussion 5 Comments

  • Ravi Chahar says:

    Everyone is after marketing for the content. People are building new blogs every day but few of them are really into content marketing.

    Generating a comprehensive guide always works. Before you even start writing, you should have the insight of the content.

    Building a small team is a great idea. Before starting a business, you should set some goals. Whether you promote any product or just a simple blog post, you should have a perfect approach.

    This article can really help many people.

    ~Ravi

  • Justin Braun says:

    So true, Ravi! Marketers absolutely need a plan in place to guide their content creation. If you plan your work, you can work your plan. And hey, you can’t manage what you can’t measure. Setting goals is imperative to determine if your content marketing efforts were a success or not. Thanks so much for your comment!

  • Hemant Kumar says:

    Hey IZEA,
    Thank you so much for your hard work and this post is really awesome.
    Content marketing is really awesome and making a strategy to make it success is more then awesome 🙂
    Thanks for this awesome content marketing strategy post 🙂
    Have a nice day!

  • Ashvin says:

    Hi Izea

    It was an amazing piece of information.

    Thanks for keeping us in loop.

  • […] around and show their audience why they need it and how delicious it will ultimately be. To do so, marketers must either become the authority on the subject matter or connect with the right influencers who can connect with a large […]

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