Vous planifiez une campagne de marketing de contenu. Quels sont les éléments clés que vous ne pouvez pas vous permettre de manquer ?

I think setting goals for a content marketing campaign is like deciding your destination before you plan your journey. It not only provides guidance but also serves as an indicator for determining your success. Also beyond the traditional perspective setting goals also acts as a unifying force aligning teams towards a common purpose and fostering a sense of shared accomplishment. This approach will ensure that every content piece created becomes a stepping stone towards a collective objective enhancing collaboration and motivation within the marketing team. Having said that weather your goal is to boost leads or generating awareness make sure theses are measurable so that performance can be tracked and improved if needed.

In planning a content marketing campaign, several key elements are crucial for success. Firstly, thorough audience research is essential. Understanding your target demographic's preferences, behaviors, and pain points will inform the type of content that resonates most effectively. Additionally, a well-defined content strategy outlining objectives, key messages, and distribution channels is vital. This strategy should encompass various content formats, including blog posts, videos, infographics, and social media updates, tailored to suit different stages of the customer journey. Compelling and relevant storytelling is another indispensable aspect, as it helps build emotional connections with your audience and fosters brand loyalty.

Für eine erfolgreiche Content-Marketing-Kampagne sollten Sie eine klare Zielgruppenanalyse durchführen, messbare Ziele setzen und eine Content-Strategie mit einem Redaktionskalender entwickeln. Erstellen Sie qualitativ hochwertige, relevante Inhalte, die Mehrwert bieten, und fördern Sie diese über die richtigen Kanäle. Nutzen Sie SEO-Optimierung, um die Sichtbarkeit zu erhöhen. Analysieren und messen Sie regelmäßig die Leistung Ihrer Inhalte, um Ihre Strategie anzupassen und zu verbessern.

What does WINNING look like to you? Not just sales... There are "Lead" and "Lag" Indicators. For example, a lead indicator would be making a post, article, etc. Whereas a lag indicator would be an opt in, etc. There are lots of lead and lag indicators you can have. Engineer them to give you the best chance at winning 🚀

Every successful content marketing campaign starts with clear, measurable goals. Whether you're looking to increase brand awareness, generate leads, or drive sales, your objectives will guide your content strategy and help you measure success. Goals should be specific, measurable, achievable, relevant, and time-bound (SMART). This clarity ensures every piece of content serves a purpose and contributes to your broader marketing objectives.

The Sirius Decisions (Now Forrestor Decisions) demand type model is helpful to define goals. They break demand type into three categories: 1) Established: The buyer has a recognized need and knows solutions. For instance, automobiles. Everyone needs to get around and is aware of cars. 2) New paradigm: A new solution to a known pain. This is like an electric car or perhaps Uber. 3) New concept: Unrecognized need and solution. This is like the iPhone. No one thought they needed a camera attached to their phone until Apple showed us we did. Knowing demand type helps shape what sort of content is needed. Established markets will compete more on features. A new concepts needs to talk about the category to create the demand.

Uma boa campanha de marketing de conteúdo nasce de objetivos bem definidos. A importância de um briefing que esteja diretamente ligado com o planejamento estratégico da empresa, atrelado com KPIs específicos e com metas bem estabelecidas, é primordial para um começo correto e robusto. Pois note, a construção de uma campanha de marketing de conteúdo é mais longa que uma campanha, por exemplo, de relações públicas ou publicidade. Além disso, a medição de retorno, assim como uma campanha de branding, por exemplo, não pode ser medida apenas por views, comentários e compartilhamento. Por isso, no planejamento e definições de objetivos é importante também incluir pesquisas de focus grupo e métricas mais complexas como engajamento e fidelização.

Knowing your audience is essential else you will not know whom you are targeting with your content marketing campaign. You need to devise a framework to understand the TG needs, pain points, attitudes, preferences etc. while segmenting them in buckets aligning with the various stages in the customer journey. You need to create & define a sort of customer personas. This will help in customizing your content and tie-in with the goals that you have set in the first place.

Do not skip this. The more "potent" your audience focus, the more it feels like it was made for them. The more it feels like it was made for them, the more relevancy you have. The more relevancy, the more urgency. Research on reddit, quora, amazon book reviews, anything your market posts their experiences on so you can enter the conversation in their head. Having a really potent audience is if not the most impactful part of all of marketing.

Understanding your audience is crucial for creating content that resonates. Conduct market research, analyze customer data, and create buyer personas to gain insights into your audience's needs, preferences, and pain points. Knowing your audience well allows you to tailor your content to address their specific interests and challenges, making your content marketing efforts more effective and engaging.

Quick and cheap ways to get to know your audience: Social Media Polls: Run quick polls & ask questions related to your audience's interests and preferences. It's fast, free, and can provide immediate feedback and insights. Customer Feedback: If you have existing customers, they are your gold mine. This is part of the reason why getting a MVP out there is so useful - not to turn a profit but to get feedback on what users like and don't like. Google forms is free, send it to your existing or ideal clients and ask them what you want to know. Email people and ask them. Look at customer reviews on your competitors - what are people loving and loathing. Start there.

A few things beyond the basics: 1) Nobody likes a tourist: You have to live where your customers live to really understand them. 2) In B2B, personas are just the beginning. Purchases are made by teams now and this requires profling departments, organizations and industries. 3) Know your competitors: What content does your competition produce? How do your prospects feel about your competitors? How will you be different?

I think when selecting channels for a content marketing campaign one needs to keep in mind the specific nuances of each channel so consider treating them as dynamic ecosystems rather than static platforms. Don't try to go for all the channels & everything under the sun. See the fit with your content type & audience personas & once you get that alignment go for it. Embracing this perspective allows you to tailor content not only to fit the technical requirements of a channel but also to resonate authentically with its specific audience. Understanding & respecting the nuances of each channel will help you craft content that seamlessly integrates into the fabric of the platform fostering genuine engagement & connection with the audience.

Du musst auch die Sprache der Kanäle kennen und sprechen können, denn sonst wird deine Kampagne nicht die entsprechenden Ergebnisse erzielen! Beispiel (Linkedin und instagram): Die Sprache bei Linkedin ist Text. Somit sollte deine Kampagne starke und zielführend Texte (mit auch einer starken Überschrift) beinhalten und Bilder, Videos dienen als Unterstützung. Bei Instagram ist das Bild, Video/Reel in dem Vordergrund und der Text ist nur unterstützend da. Probier dich hierbei erstmal mit dem organischen (unbezahlten) Content aus und lerne die richtige Sprache der Kanäle kennen.

Not all channels are suitable for every message or audience. Based on your audience research, select the most appropriate platforms for distributing your content. This could include your website, blog, social media platforms, email newsletters, or other digital channels where your target audience spends their time. Choosing the right channels ensures your content reaches your audience where they are most likely to engage with it.

Uma boa estratégia para campanhas de marketing de conteúdo é aquela que já nasce omnichannel, ou seja, desenhada e projetada para ser distribuída em multicanais, direcionando as particularidades de cada um deles, pensando sempre na jornada da audiência e seu comportamento. Sendo assim, com certeza será necessário desenvolver, muitas vezes, conteúdos spin offs, ou seja, conteúdo específico para cada um dos canais, para poder otimizar as conexões entre a marca e a audiência. Além deste ponto, tenha certeza que seu público-alvo esteja presente nestes canais ou tenha aderência. E, claro, contrate sempre empresas especialistas para ajudar na condução e construção deste conteúdo, avaliando seu background, clientes atendidos e reviews.

To choose your channel, you need to understand where your prospect goes to find that type of information. I break the content funnel into these five stages: 1) Loosening of the status quo 2) Awareness 3) Interest 4) Desire 5) Action Content towards the top will typically be on third party channels, while toward the bottom it will be delivered directly or even by a sales person. Knowing the channel and how the content will be consumed is an important element in how the content is written. Don't skip this step and think that content can be placed just anywhere.

Content calendar is vital to give a better picture of your overall content marketing campaign: 1. Keeps you organized & on track making sure you don't miss any critical deadlines 2. Great for brainstorming: when you begin organizing your content topics with your team, new concepts are likely to emerge resulting in a plethora of new ideas. This will help you choose better topics & save some for later use 3. Helps to maintain consistency, check vital gaps & keeps track of your performance 4. Provides visibility across departments: content calendar is an extremely useful resource for keeping all of your teams on the same page 5. Content calendar dashboard should capture content visualization, content creation & realignment schedules

A content calendar is a must for effective content marketing. It keeps the team organized and stakeholders informed on when specific campaigns are going live. We use Notion on our team, and we love it because it's customizable, adaptable, and allows us to make changes in real time if there are content gaps or opportunities for a new campaign to be inserted. A content calendar is your trusted companion for organization, consistency, efficiency, strategic planning, and adaptability in content marketing.

A content calendar helps you plan and organize your content marketing activities. It should outline what content will be published, on which channels, and when. A well-planned content calendar ensures a consistent content flow, helps avoid last-minute rushes, and allows you to strategically time content releases to coincide with key dates or events relevant to your audience.

Uma campanha de marketing de conteúdo precisa ter um calendário muito bem desenhado e definido. A continuidade e frequência são premissas da teoria de comunicação que precisam ser seguidas na estratégia deste tipo de campanha. Marketing de conteúdo precisa ter visão de médio e longo prazo. Qualquer ação com frequência inferior a quinze dias entre as publicações e na interação com a audiência, além de qualquer tempo inferior a seis meses período, melhor rever seu plano de ação.

Despite what analytical thinkers may tell you, all action is based on emotion. It's a feature of evolution. If an ancient ancestor was out gathering berries and they saw a bear, they sensed fear. This fear drove them action to avoid being lunch. Before our brains react, it must first decide how it feels. It's just how it works. So to move your prospect to action, you must make them feel some sort of emotion. This doesn't mean they need to be moved to tears or rage, but it does mean that boredom is the content killer. Avoid it. Also be careful not to become too dependent on AI generated content that is created by emotionless bots. AI has come a long way, but connection and empathy are still a few versions away.

Ensuring the high quality of your content is the linchpin of any successful content marketing campaign, demanding the creation of material that is engaging and relevant to your audience and resonates with your brand's voice and style. It's essential to adhere to content writing best practices, such as clarity in expression, compelling headlines, structured formatting, and the incorporation of visuals, while maintaining your information's integrity through credible sourcing and meticulous editing. Leveraging SEO techniques to refine your content for search engines is vital for enhancing your online visibility, driving traffic, and achieving your marketing objectives.

Crafting high-quality, engaging, and relevant content is essential, incorporating a mix of formats such as blog posts, videos, and infographics to cater to diverse preferences. Strategic distribution across various platforms, coupled with a consistent posting schedule, ensures maximum visibility. Incorporating SEO best practices is vital to optimize content for search engines, driving organic traffic. Establishing clear goals and KPIs, monitoring analytics for insights, and adapting the strategy accordingly are critical elements for ongoing success. Fostering audience engagement through social media, comments, and feedback loops creates a dynamic and interactive content ecosystem, contributing to the overall effectiveness of the campaign.

Sabe a frase, já que vai fazer, faça bem feito? Então, faça bem feito. Ao tomar a decisão de seguir pelo caminho da criação de conteúdo para sua empresa e marca, tenha a consciência que os resultados que serão gerados no longo prazo são exponenciais se comparados com campanhas de publicidade ou relações públicas contínuas. Investir em qualidade na produção do conteúdo é fator-crítico de sucesso neste caminho, pois ele vai construir e sedimentar um caminho próspero e contribuir para que sua empresa e merca construa uma base sólida de audiência proprietária e dedicada.

The quality of your content can make or break your content marketing campaign. Invest in creating high-quality, relevant, and engaging content that provides value to your audience. This could include blog posts, videos, infographics, podcasts, or any other format that resonates with your audience. High-quality content helps establish your brand as a trustworthy authority in your field and can drive engagement, shares, and conversions.

The following might be the most critical ones: 1. Identifying my target audiences and choosing the appropriate channels to reach them. 2. Tailoring a simple but effective message that can easily be understood by the target audience. 3. Not restricting oneself to a single message but repeatedly addressing the message.

To understand the effectiveness of your content marketing campaign, it's essential to measure your results against your goals. Use analytics tools to track engagement, reach, leads, conversions, and other key performance indicators (KPIs). Analyzing this data allows you to understand what's working and what isn't, so you can adjust your strategy and improve the performance of future campaigns.

Creating a creative idea based on a pain point and what you want to transform in your audience. You want to make sure the campaign is captivating but also relevant

In addition to these key elements, consider the integration of your content marketing campaign with other marketing efforts. This holistic approach ensures a unified message across all channels. Also, be prepared to adapt your strategy based on feedback and changes in your audience’s behavior or market trends. Finally, don’t overlook the power of storytelling and emotional connection in your content. Creating relatable and compelling narratives can significantly boost engagement and help your brand stand out in a crowded content landscape.

I would say that the two absolute core foundational must have's for a successful content marketing campaign are 1) understanding who your reader is, and 2) quality content. If you have a genuine understanding of who your audience is, their needs, preferences, and pain points, then your content will be a million times more useful. Dedicate as much time, energy and money as you can to finding out this information. Then it's all about the quality. Understanding your audience is pointless if you are not actually serving them. Content that is valuable, informative, and engaging is the core of a successful campaign. Then you rinse and repeat. It's a simple formula but it's not easy to execute.