Today’s blog is about overcoming content marking block.
Campaigns will fail unless they are sustained and systematic. Unless your marketing objectives are really to ‘live fast and die young’, you need to get on the radar screen with good content and stay there. Your campaign needs the fodder to stay visible on an ongoing basis.
Content-based marketing is highly favoured today: it keeps audiences abreast of the bewildering changes in the technical landscape, performing a marketing function at the same time. Properly executed, a content marketing campaign can make you a trusted ‘go-to’ resource. However, most content marketing campaigns fail for one simple reason – they run out of steam! It’s difficult to constantly come up with ideas for content – and easy to find excuses to put it off.
You can’t go wrong if you do what the pros do: in this case the editors of magazines that put out relevant, compelling content week after week. Any PR, advertising or marketing pro knows that magazines develop an editorial calendar at the beginning of the year (or half-year). This is used for editorial, event, ad sales and a variety of other purposes.
A content marketing campaign that adheres to an editorial calendar will always know what to write about next. Here are the steps, illustrated with a PR example.
- First, list the topic your campaign will cover each quarter. Align this to product launches, trade shows and other factors. Keep it achievable: don’t over-reach. (For example: Jan – March 2016: Mobile World Congress PR).
- Then atomise the topics down to specific content items on a weekly calendar (For example: 1 Jan: PR strategy newsletter, 15 Jan: analyst pitching blog, 15 Feb: media pitching blog, 22 Feb: wardrobe advice newsletter, Feb 26 – 28: at-show tweets).
- Assign content items to writers. Give them the flexibility to change their topics. It’s much easier to reject one topic and come up with another, than cook one up out of the blue.
- Provide carrots-and-sticks to ensure your content owners deliver on schedule.
Plan for it and reap the benefits of a content marketing campaign that’s easier to run and more strategic.