Content Marketing FAQ
What are the benefits of content marketing?
There are many benefits, but here is a short list:
• Create real value for prospects and customers
• Use free spaces to engage your target (not paying for advertisments)
• Educate your audience-changing future behavior
• Test content to learn more about your audience
• Position your brand as an industry thought leader
• Own your content as an asset that continues to produce results
• Build your own audience on your website
• Sell advertising space on your website-when mature
Who is content marketing for?
Content marketing is for any brand or person who has something to say. This list includes associations, CEOs, CMOs, PR professionals, non-profit organizations, management, and other professionals. Content marketing is great for small, medium, and large businesses. Any brand or individual who has a heart for providing compelling and consistent content is a match.
Is content marketing a long-term or short-term strategy?
Content Marketing is a long-term strategy to gain prospects and grow customer retention. The word “program” should be used when talking about content marketing, not campaign. A program is designed to span a longer period of time. A campaign can be a few months or shorter.
Consistency is important. Content can answer the question of how to provide long-term and short-term results. Some long-term results can include building your own audience, customer retention, brand awareness, and increased conversions. While, short-term results can include an increase in website visitors, a consistent cross-channel strategy, and testing your current audience to find the best content. This is the content that gets visitors to act.
What roles need to be filled?
Content Marketing is a team sport. A good team number to start with is at-least three players. Each role can have one or multiple duties. Here is a list of the duties that should be included:
• Chief Content Officer (CCO)
• Editing Manager
• SEO Specialist
Blow is a brief description of roles and duties.
Chief Content Officer (CCO)
A CCO is responsible for managing the overall process and the team members involved. They drive the direction of the program and lead in the planning process. A CCO sets deadlines with the team and they manage any third party relationships. They also track the results (ROI) and report to the team.
The Editing Manager adds consistency to the content based on the directions of the CCO. They must have excellent writing skills as they will edit what the writers produce. The Editing Manager will also work with the graphic designer or photographer throughout the content development.
The best writers are individuals in your company who know your industry. Employees can become a part of your content marketing strategy. If employees have a passion for communicating in writing, there work can be shaped up by the Editing Manager.
SEO Specialist, Designer, and Photographer
These duties can be made into roles or they can be divided to others. It is a good idea to have one person doing one thing-in a perfect world. On the other hand, these duties can be added to an existing role. Main Mix Marketing can also help to fill in the gaps and provide services.
What is an editorial calendar?
An Editorial Calendar puts everything in its place. It is the roadmap to developing and posting quality content. It guides the team members through the process and makes it easy to track and collaborate. Editorial Calendars include item details like content development priorities, assigned producers, online channels, search engine optimization strategy, and more.
What does our Service Look Like?
This depends on where your company is at with content marketing. We help brands to build a content marketing strategy from the ground-up and we also help anywhere in the process. The needs of each company can be different based on current marketing activities. Blow is a chart that breaks down our areas of service.
Consulting/Planning Includes content strategy development, roll guidance for selection, competitive research, SEO and content research, and more.
Editorial Manager Each blog post and other content needs to be edited by a professional before it hits your website or social media. SEO Includes local search, content research, keyword research, link strategy, on-page and off-page factors.
Graphic Design Incudes building images with graphics, infographics, editing images, and brand inclusion.
Photography Use owned images that you don’t have to give credit for, not corny stock photography.
Reporting Includes monthly reporting on analytics and benchmarks.