Content Marketing

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The Basics of a Content Marketing Program

What is content marketing?

It’s the development and distribution of strategic, relevant and valuable content in different forms, such as blog articles, videos, ads, social posts and other mediums, to reach and impact target audiences. Well-crafted content aims to educate, entertain or persuade. On-brand and consistent delivery of content is the mission. An important element of content marketing is a call to action to help lead audiences to where they can find more information or how they can take the next step in the education or buying process.

Why is content development an important part of your marketing plan?

A strategic content marketing strategy is a central part of a brand’s integrated marketing plan. The saying “content is king” is true. All facets of marketing are driven by consistent messaging and creative that are incorporated into marketing campaigns and individual pieces of content. High-quality, digital content helps drive:

  • Brand recognition
  • Topical awareness
  • Sales leads
  • Credibility
  • Engagement

How can you measure your content marketing program?

Using relevant content marketing metrics called key performance indicators (KPIs) is the best way to track your content campaign or pieces of content. Establishing your KPIs from the start will enable you to closely monitor and make adjustments, as needed, during the run of your programs to ensure your content is hitting the mark and reaching your target audiences. A few common content marketing KPIs include:

  • Click-through rate
  • Conversion rate
  • Leads generated
  • Social engagement (likes, follows, interactions)

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