Content Marketing Vs. Content Management And Marketing Strategies

 

Content marketing vs content management

To begin with, let’s define both content marketing and content management.

Content marketing is how different forms of content are used for marketing campaigns. It is selecting the content to be marketed and the places the campaigns will be carried. It is the quality of content as much as it’s a quantity that can be decisive in the success or failure of marketing campaigns.

Content management is the process of controlling how content is used for marketing purposes. It is how a company decides to run its campaigns, and which places both physical and virtual to host marketing campaigns. Content management is also about ensuring that the content used in marketing campaigns is of high quality and therefore likely to convince consumers that the goods or services offered by the company doing the marketing are worth buying and using.

Management decisions should be based on the use of SWOT analysis with the aim of improving the company’s KPI (key performance indicators).

Types of digital content for marketing

The emergence of the internet and the virtual world means that there are so many places that can be used in content marketing campaigns:

• Blogs / Vlogs
• Social Media platforms like Twitter and Facebook
• Videos / Sales films
• Case Studies
• Short Infographics
• Used Reviews and testimonials
• Wallpapers
• Tutorials and How-To Guides
• Newsfeeds
• Any other user-generated content

* Per HubSpot research

What factors make content marketing work?

The starting point for all content marketing is making sure that the content is of the highest possible quality. if the content is good enough some consumers will read and he influenced strongly enough to make purchasing decisions without even realizing that they have been reading or viewing marketing content. Marketing content to audiences that are more likely to read and act upon what is written will provide companies with more new customers. You have to convince potential customers that your company offers better products and services than any of its rivals and that your content stands out from the crowd.

The more places that you put content marketing the wider your potential audience. Providing that you can maintain high-quality content across differing media more people will be exposed to your marketing campaigns.

For a few years, it seemed that blogs were the main way to have successful content marketing campaigns, a popular blog was the best way for a company to get ahead of its rivals in the competition for new customers and improved sales. However, more recently it would seem that the companies that use the available advertising platforms are far more likely to have the best performing content marketing campaigns.

Online content marketing campaigns are more effective at attracting new customers and increased sales of goods or services than traditional offline marketing campaigns by themselves. Research from Google shows that online content marketing campaigns are six times as likely to generate new sales than using traditional offline marketing strategies.

The benefits of having effective content marketing strategies

For content marketing campaigns to be most effective it pays for companies to put content marketing strategies into place. Drawing strategies up means that content marketing campaigns are more likely to be targeted towards the people most likely to buy a company’s goods and services.

A company will prosper if it is able to use it’s content marketing strategies to build a strong bond or connection with its customers. Loyal customers are more likely to act upon the content marketing of the company. These are the people that the company should aim to keep happy with whatever it is doing with its content marketing campaigns.

Your content marketing campaigns need to keep your target groups informed of your goods and services as well as the reasons why you should be the company that they go to meet their needs.

It is best if you can measure how well your content strategies are working by setting and measuring KPI via the use of SMART techniques. With KPI in place, you can monitor changes in company performance in relation to all the content marketing campaigns the company has run.

According to Pew Research, 26% of US adults are almost always online. They’re part of the 77% of US adults who go online daily. They go online between once and several times a day.

Worldwide, Statista says the global digital population is just over 4 billion. That includes 3.7 billion mobile internet users. There are also just over 3 billion social media users.

Put a content marketing plan into place

Many companies make the mistake of not planning their content marketing campaigns. Yet drawing up a content marketing plan with SWOT analysis significantly improves the chances of marketing campaigns being successful. A plan is needed to make sure that company content marketing is effective, and to be able to demonstrate that current content is not as effective as it should be. The size of your plan is not as important as having a plan there in the first place. Without a plan, it is all too easy for content marketing to become wasted effort as the wrong audience is targeted and the people most likely to become customers are not targeted at all.

A plan and a system that gathers data on the effectiveness of content marketing campaigns are must-haves for any company that aims to take advantage of all the content platforms available for it to use.

According to Content Marketing Institute – content creation is a #1 marketing activity in 2020.

Forming an effective content marketing strategy

You need to bring all the content marketing that the company uses under control and develop a coordinated approach to promoting your business across all the types of media that are used. Doing so will allow you to find out, which forms of content are working well and those that are not performing as well as the company would like. To succeed content marketing campaigns need to have a clear purpose and progress needs to be measurable.

Pur HubSpot research – paid advertising still remains on top of the list of all marketers.

Successful content marketing is about targeting

Here some ways in, which companies can work out the best methods for targeting their content to achieve the best rests in terms of increased sales;

Work out the best target audience

The most effective content marketing is targeted at the audience most likely to buy your company’s goods or services. A benefit of the internet is that there is such a variety of media platforms that you can use specific media to target a specific audience. It means that your company can run content marketing campaigns aimed at multiple target audiences. Your company can be many things to many diverse audiences.

Which problems is your company solving?

People buy goods or services to fulfill certain needs or if these solve specific problems. To make your content marketing highly effective you need to convince your target audience(s) that your company sells the goods or services that will solve their problems. Your content marketing needs to highlight that you have the solutions to their main problem and buying from you will stop their problems harming their business.

What makes your company special for your audience?

Often companies operate in a sector where there are rival companies selling similar goods and services. Your content marketing campaigns need to demonstrate how your company offers your audiences something different from the rest.

The first step of selling people your goods and services is to convince them that your content marketing is worth watching or listening to.

Select the best platforms for content marketing

You should consider, which media platforms and formats you are going to use for marketing. Decide what suits your products and make the infographics, videos or blogs that show these in the best light.

Work out the cost of running content marketing campaigns and see which ones are within your marketing budget.

What channels will you use for content marketing?

After preparing your content marketing you need to decide the channels that you are going to use to run the campaign on. For instance, hosting blogs and videos on Facebook or Twitter. Pick the channels that maximize your content exposure to your target audiences.

Managing your content

Once your content marketing is up and running you will need to make sure that you can manage and create content. You need to have control over the creation and the use of content marketing. Keep in the loop of when things are created, what is created and when it is published.

Using Content Management Systems

Content Management Systems (CMS) are really useful for companies that are ambitious in terms of having content marketing campaigns that reach targeted audiences and drive increased sales.

An advantage of using CMS is that multiple users can access it and create the content needed for the various marketing campaigns that the company is either running or planning to run in the near future. It means that marketing can be developed by the staff who are best at creating content even if they have limited technical knowledge and would not be able to perform any programming tasks.

With multiple users having access to the company CMS it means that content can be updated by marketing staff instead of waiting for software engineers to do it.

Some of the more advanced CMS will do most of the technical things for you, so you might not even have to worry if your company has no IT specialists available. Larger companies will tend to use the larger and better known CMS providers such as WordPress. In many ways that makes sense as the CMS can be used with a higher number of users and content creators.

Which CMS should your company use?

Generally, companies prefer to use CMS from larger service providers especially if they have larger content marketing sections. A CMS that allows multiple users to create content for a wide variety of media platforms. Some companies will be fine with creating some content for specific media platforms in house, while others would prefer to run everything through CMS.

It makes sense for larger companies to use the better known CMS products as these have the capacity to be used by a higher number of users and on a variety of media platforms at the same time. Larger CMS providers can also provide greater amounts of technical support.

Some CMS products offer packages tailored to SEO and many of the processes can be automated so that none of the content marketing creators have to have any knowledge of packages and computer programming.

Content Management Systems (CMS) are really useful for companies that are ambitious in terms of having content marketing campaigns that reach targeted audiences and drive increased sales.

An advantage of using CMS is that multiple users can access it and create the content needed for the various marketing campaigns that the company is either running or planning to run in the near future. It means that marketing can be developed by the staff who are best at creating content even if they have limited technical knowledge and would not be able to perform any programming tasks.

With multiple users having access to the company CMS it means that content can be updated by marketing staff instead of waiting for software engineers to do it.

Some of the more advanced CMS will do most of the technical things for you, so you might not even have to worry if your company has no IT specialists available. Larger companies will tend to use the larger and better known CMS providers such as WordPress. In many ways that makes sense as the CMS can be used with a higher number of users and content creators.

Concluding Remarks

There you have the guide to making sure that your company ‘s marketing campaigns a success. Having an effective CMS in place will certainly help with the creation and publishing of well-targeted content marketing. Depending on what CMS is used your company will be able to have a sophisticated and diverse content marketing strategy, which is capable of attracting customers from specialist targeted audiences.

Companies would definitely see the benefits of taking content marketing more seriously and developing a content marketing strategy. You need to consider who your targeted audiences are before the creation and launching of content marketing campaigns. Marketing budgets need to be worked, and you need to consider the best platforms for reaching your audiences. The great thing about the internet is that are now so many platforms for reaching multiple target audiences for all of your company’s different goods and services.

However for content marketing to be really effective you will need to have a content management strategy in place. The bigger your company the greater benefits you will receive from using a CMS package to develop and put forward marketing campaigns. Do not delay put a strategy in pace and sign up for a CMS package.

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