It’s no secret that having a strong content marketing strategy plays a crucial part in marketing success. While we are all aware of this, many businesses still struggle with figuring out just how much content is needed to get their company noticed. This is a common question that comes with a frustrating answer: It depends. Finding your content creation sweet spot truly depends on the size of your marketing team, your time restrictions, resources, and how much money you have to spend.
The good piece of news around content marketing is that a successful content marketing program is more about the quality of your content and how you choose to promote it, than the amount of content you produce. Of course that’s easier said than done, so we’ve outlined three important steps to help you determine how much content your company needs to get noticed.
Step 1: Create a Content Plan
Content creation is a daunting task for many companies, so be realistic with how much your team can accomplish. Creating a manageable to-do list will make the entire process less overwhelming. The first step is to determine which members of your team will be able to help and how much time each person has to dedicate to creating content.
Then you’re going to want to take time to figure out what type of content is best for your audience. A great place to start is with a persona exercise. Gather up key members of your company, including members of your sales, marketing, and management teams. Take some time to brainstorm exactly who the members of your target audience are. Make sure you include their demographic information, pain points, and common concerns. After you have your persona exercise complete, you’re going to want to follow that up with a content gap analysis. Take an inventory of all the content your team has created. Once you have a good understanding of who you are writing for, what their problems are, what information they need to solve those problems, and what types of content you are missing, you will easily be able to outline an editorial calendar.
After you create the list of content you are missing, compare that list with your team’s availability. This will help you determine how much content you can realistically create and what types of content should be prioritized so that your key target audience members are receiving useful information that will help move them down the sales funnel.
Step 2: Create Quality Content
Once you know what type of content to create, the next step is creating it. It’s worth repeating that content marketing is more about focusing on quality over quantity. It’s better to take the time to create one useful piece of content than to pump out mediocre blog articles once a week.
A strategic (and efficient) way to go about creating content for a company with limited resources is to focus efforts creating one big piece of content, such as an ebook or whitepaper. Then you can take that piece of content and slice and dice it into smaller pieces such as blog articles, webinars, social posts, video, and email campaigns.
Step 3: Promote, Promote, Promote
Creating useful content is only part of a successful strategy. Having a solid content promotion strategy in place is just as important, if not more. It will be a waste of company time and resources to create content if no one will see it. When putting a promotion plan in place, you will want to determine the right channels to promote your content and coordinate that with your budget. Your strategy should span across multiple channels such as paid social media, paid advertising, PPC, email marketing, and native advertising.
So how much content does your company need to get noticed? The better question is what information does your target audience actually want? Once you’ve gotten the latter answered, you will be able to determine how much content your company really needs.
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