Decisions, decisions, decisions.
We literally make thousands of decisions a day. The process is so seamless that typically we are unaware that we are even doing it. If only our marketing efforts could be the same, right? If only we could just do the first thing that comes to mind and increase top line growth or quarterly sales. Well for some organizations it does seem as if they just do things without thinking about them, and not in a good way.
I was reading an HBR blog the other day on content marketing. The article claimed that nine out of ten organizations are now marketing with content. I know the vetting process to get on HBR is intense, but I still question the accuracy of that estimation. However, that isn’t the point. The point is that content marketing is the latest trend on how companies are connecting with their customers. Like most things in business some people do a great job, and most try and fail. Last Week Tonight with John Oliver had funny, yet accurate, segment on native advertisement which to me is a form of marketing failure. Now, it’s easy to criticize companies that do that, but what is right formula? It is a genuinely difficult question to answer. So instead of throwing stones I think it’s better to offer solutions.
So we all remember how to do use the periodic table from our Chemistry 101 classes in high school, right? The Periodic Table of Content Marketing, which was introduced by Econsultancy is a similar concept just different context is all. Is this a full proof solve all of your marketing problems solutions? No. But what it does is it serves as a guide and a tool.
Here is how to use the Periodic Table of Content Marketing according to Chris Lake:
Strategy: Have a clear strategy and map out your goals
Format: Decide on the shape and size. Content comes in a multitude of forms so pick one or pick several.
Type: Once we have a format we have to decide what the message is exactly. Is it a “how to” guide or some shared best practices? Type is the message.
Platform: How are we distributing it? Twitter? Print? TV? Radio? etc.
Metrics: How do we know it is successful. Define your key performance indicators (KPI) to help know if the effort is successful
Goals:Make sure the marketing efforts align with your strategy. Is this an effort to brand the company or create more leads?
Sharing Triggers: What is the emotional appeal to the piece of marketing? Is it to make people laugh? Feel good? etc.
Checklist: Check your work. Give credit where credit is due
Full disclosure this isn’t the end all be all of how to develop and execute a successful content marketing campaign, but it’s a simple way to begin the process and forge your own path to being successful in this arena.