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Content Marketing

A great deal has been written about content marketing. Nowadays, if we search online for the term content marketing, we will find over 350 million results.

So there is a great deal of content.

But what do we actually mean with these two words, and how can you apply content marketing within your company?

What is Content Marketing?

Content marketing is marketing that is used to make and share media and/or create marketing material.

This could include infographics but also newsletters, videos, white papers, (e)books, guides and images, for example. These are just a few of the many options that a company has when it comes to creating marketing material.

Over the past few years, it has primarily been used in combination with internet marketing, but originally it came from the offline world.

A great example is the Michelin guide, created in 1900. The Michelin guide was created in order to provide the traveller with information to help him as he travelled to his ultimate destination. The idea behind the guide was that the provision of information along the route would mean that more cars would be sold (travelling would become more appealing) and, as a result, more tyres would be sold.

Nowadays, people often think of it in an entirely different way. And when it comes to online marketing, the term is frequently used and abused. Bear the following criteria in mind:

KPI criteria for content marketing

There are a number of elements that recur in every successful content marketing campaign; these involve clear, quality answers to the following questions:

  • Why?Why are you creating this? Why did you start working on content marketing? Do you want to create more branding or direct sales? These questions should be asked.
  • Who? Who do you wish to reach? Who is the target group? Does this link into the 'why' question? Perhaps it is unwise to promote direct sales among people who have never heard of your brand or product. It may be better to enable these people to first come into contact with your product and/or your company.
  • What?What is my message? What are my USPs? What is the message to the target group? Would you first like to share a general message with your company's USP? How does your message differ from that of your competitors?
  • Where? Where is my target group? You now know what you want to say and to whom. But where is your target group? How can you reach out to them? If you have a shoe company, it is not a great idea to be present on a cooking forum with the right message.
  • Velue? What value does my message have for the target group? You now know exactly where your target group is located and what you want to say, but what is the value of your message to your target-group? Will it benefit them? Or is it a direct sales message?
  • How? How can I reach my target group? Now, we will look at how we can get your message out to the target group. The first question is: what is the available budget? Will you put content on one website and then attract people to the site or will you take the content to the user's location? Video is a good example. Will you put a link to YouTube on Facebook and Instagram or actually place the same video on Facebook and Instagram? Another example: you have created an infographic. But, where will you integrate it? Will you let it be used by other websites or would you like them all to come to your website?

With a good answer to these questions, you can proceed with defining the Content Marketing plan.

Content marketing plan

In order to create a good plan, you need the cooperation of many different groups:

  • Who drafts it? Who creates the content? Will it be created by an external (creative) agency or created internally? Will you have to recruit people to do this or can existing personnel be used? These questions must be considered in order to create an effective plan. If you engage an external (creative) company, you must also have a specific budget in mind and communication must be harmonised with branding and the company's other communications.
  • How big is the impact? A subsequent question, if you create it internally, is: what is the impact for your company? If you design a competition, for example, that allows the participant to take part in a shoe fashion show, this will have a greater impact than if you create an infographic on the basis of the number of reserved holiday homes per region.
  • When will it be made? The timing of specific communication is important. It is not, for example, particularly useful to focus on sunburn during the autumn. But it is interesting to communicate in December and January on protection from the winter sun during ski holidays.
  • Where will it be published? Will there be a special website for this action or will it be implemented on your website? Will it appear in a blog or just on the website's homepage? Will you make videos and would you like to reach a wider audience? Alongside YouTube, will you also publish on Facebook and Instagram, given that native video spreads quicker on these channels? Will you add a link to your blog or is it just to share content?
  • Will you amend content to the network? What are the processes for the various networks? In a PR message, you cannot integrate a video and images but you can add them. For a blog message, you can create a completely interactive experience including video and images. A vertical image is better in Facebook than a horizontal image as the screen is filled more effectively.

Then I come to my final important point in relation to content marketing.

SEO and Content Marketing

Search term research and content marketing go hand-in-hand. Once the strategy has been set out and the necessary research completed, you can get to work on assessing the current state of your content. This could be actual content, such as word use for the target group, or the use and optimisation of images. The order of this will depend on the potential highlighted by the search term research and the technical study.

Search terms play a huge role in people's ability to find your website. Search term research helps us understand how your target group organises itself and identifies questions and doubts, from inspiration to the purchasing process.

Textual content should never be written for search engines. Principally, quality content must be written for the purposes of the target group's needs. Smart optimisation for search engines so that they also understand the context, comes in second place. This is how you can outstrip your competitors in the years to come.

More about the SEO phase can be found here.

Content Marketing: How can OMCollective help me?

OMCollective primarily helps with the content marketing strategy and the correct use of the various available channels.

We help define the right channels for the target group, for the appropriate budget. With our SEO expertise, we can also get the best from content marketing for organic search results within Google and YouTube.

We also use the marketing information across the various channels so that focus lies on the content and is also driven by it. We link a value to the KPIs and manage the campaigns from this perspective, on the basis of profitability. This, in combination with experience of managing other companies and freelancers, creates a unique result.

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