The Perfect Persona - Are Your Personas Fit For Purpose?
Dr Dave Chaffey talks customer personas. How effective are yours? Find out more about what Dave recommends.
Read moreDr. Dave Chaffey explains why having a Content Marketing Plan in place is vital to success
I believe that to succeed in Inbound Marketing today, Content Marketing should be at the heart of your communications strategy to engage your target audiences. Content Marketing should be the fuel which drives all the key Inbound Marketing techniques across Search, Social Media, Web and Email Marketing. But this isn’t a secret. Content Marketing is now a well-established technique and has become hyper competitive. So, the question is, how do you invest wisely in content marketing to improve your capabilities so that you can compete as content marketing gets even more competitive?
To help answer this question I designed an update on our 2014 research collaboration between HubSpot and Smart Insights asking marketers to review their capabilities in Content Marketing and where they were focusing. This new research, Delivering Content Marketing 2015, helps summarise the state of managing content marketing across Europe.
The research shows how competitive Content Marketing has become and suggests where you need to focus your activities if you are to compete:
To tackle these challenges and get focus I believe you need a solid Content Marketing plan which will help you set the right goals, set-up tracking and prioritise content creation and distribution so it works as an integrated whole. Although this hopefully sounds logical, the research also showed that having an overall content marketing plan isn't as common as you'd expect. To help show what needs to go into a content plan I also updated our 7 Steps to Competing with Content Marketing infographic.
Here are the 7 steps we recommend:
More articles you might be interested in:
Dr Dave Chaffey talks customer personas. How effective are yours? Find out more about what Dave recommends.
Read moreDriving a lot of traffic to your website, but struggling to convert your traffic to leads?
Read moreDr. Dave Chaffey considers what digital marketing tactics businesses should adopt for 2017, with content marketing once again proving a major focus...
Read moreAmy Dugmore brings you all the latest updates on LinkedIn, Kenshoo, Whatsapp, Facebook, and Pinterest in this week's social media news roundup.
Read moreLisa Coghlan brings you all the latest social media marketing news from the past seven days, including Instagram’s new Partner Program, Pinterest...
Read moreNow is the time to start planning your content marketing strategy for 2016. However, before you start populating your editorial calendar, there’s...
Read moreMake 2016 a year of great content marketing. Plan your content calendar to include these five key elements to deliver great content, build team...
Read moreDo you want to create an infographic but don’t know where to start? Read on as Charlotte Howell reveals her top tips and considerations for producing...
Read more