If you are part of a media company, the asset development is an integral part of your business.
For example, as a news channel or a national paper, you already have the content. Now all that remains is to have that asset repurposed for other online media channels and then aggressively and intelligently market those assets across those channels. As more assets are created it also becomes a good idea to invest in Widen DAM (Digital Asset Management) software.
Here are the basics involved in each of these stages:
The core substance of your content marketing strategy is, of course, the content itself. If you do not have this, however, it doesn't matter – any material can be developed from scratch.
All it requires is the right expertise to take on the job and complete it to your satisfaction. For example, if a company intends to set up a blog as part of a search engine optimisation (SEO) initiative, it will require a website designer/developer, a content writer, an editor and a desktop publishing expert. All of this can either be done in-house or outsourced in return for considerable savings.
If this is achieved and ready, then the next stage of the process can begin.
In this stage, all digital assets are first evaluated against several criteria such as quality, target market requirements, lead generation goals, conversion estimates and so on. The purpose of this is to analyse the ‘depth’ of the content so work can begin on the ‘width.’
The width part is where repurposing comes in. As the name suggests, this stage involves converting the existing content into similar formats. All it takes is the content of one form to derive all others.
Depending on how wide you intend to go, the percentage of your budget that goes towards repurposing can be tweaked accordingly.
The final stage in the content marketing process is asset marketing –where all of the content you now have is pushed out into the world to do the job it was intended for in the first place.
This is the most complicated part of the entire process because it involves several campaigns running simultaneously or in a planned sequence. Ideally, the strategy for this should have already been developed and decided on well before any additional content creation happens.
The best companies make use of marketing calendar software here to maximize their results and minimize the amount of time they spend on organizational tasks.
This is where all the action happens – and also where all the reactions occur! This is where you reap in the rewards of all your hard work.
A marketing asset may include presentations, brochures, email campaigns, and other promotional items used to promote products or services. Marketing assets are customised content.
This is the stage where all of the content you have developed in the preceding weeks and months is put to the ultimate test – the end user experience.
A well-developed strategy will always focus on the primary target markets while reaping benefits from easy-to-reach secondary markets. The effort needs to be concerted to show significant ROI figures; much like SEO, content marketing heavily depends on analysis and planning for it to work successfully.
Proper planning and strategising will allow the content to penetrate deep into the target market and reach the right profile of people for maximum effect.