Create a Content Marketing Strategy in One Week Day 7: Creating and Sharing Your First Piece of Content

Day 7: Creating and Sharing Your First Piece of Content
September
25th, 2019
Keyhole - Content Marketing - Joe Dudeck
Joe Dudeck
President + Founder
September
25th, 2019
Keyhole - Content Marketing - Joe Dudeck
Joe Dudeck
President + Founder

You’ve made it to day 7! We’ve spent the past six posts helping to identify the importance behind a content strategy and outlining practical steps to make that happen. You’ve put in the time to review SMART goals, pinpoint key audiences, choose the best content mediums, audit current content, select productive keywords, and build your calendar. We’ve asked you to take a deep dive into your business and devote a significant amount of time to have your team understand why this is so important to your success.

Day 7: Creating and Sharing Your First Piece of Content

Speaking of which, let’s once more review the importance behind a strong and consistent content strategy. People have always liked to buy from businesses with whom they have relationships and whom they trust. With the growth of the internet, it’s easier than ever to deliver content and build this trust.

One survey found that 67 percent of B2B buyers base their buying decisions on content and then frequently share that content. Currently, 80 percent of B2B marketers have a content marketing strategy. However, 48 percent do not have a written plan. In most cases, this means their plan can fluctuate and stay fairly inconsistent. That’s good news for you because just by putting in the effort, you’ll be far ahead of most online marketers!

With all your preparation for an effective content strategy, it’s time to craft your first piece of content, share it, and measure the results.

Creating Your First Piece of Content

When it comes time to writing or developing your first piece of content, the topic and purpose shouldn’t surprise you. You should have already established your first month’s worth of planning, identified the mediums to use, and selected what the topic should involve. Even though you might have a general idea of what should be posted, there are some principles to keep in mind:

1. Allot Time to Develop

Set aside time to write, document, or film and stick to it. Don’t let other meetings overtake the creation process. Creating content (especially good content) takes research and editing to make it really stand out.

2. Get the Resources to Execute.

Ensure that you are capable of creation without interruption. For instance, if you plan to post a how-to video, do you have a good camera that will capture details? Do you have how-to supplies to demonstrate? Do you have a good video editing software? Set yourself up for success be coming prepared.

3. Remember Your Target

You’ve spent a good amount of time outlining key audiences, don’t forget them when developing. What voice would an executive prefer over a front-line IT specialist? You have to keep correct perspective at the forefront so that information doesn’t go off the rails. Focused tone will make deliver stick and yield higher return.

4. Use Your Keywords

Depending on the industry and audience you’re developing for, the keywords will change. On day 5, we walked through selecting appropriate keywords. These should have been saved, so be sure to refer to them when developing.

5. Outline a Layout

Whether you’re writing a blog, hosting a webinar, recording a podcast, or filming a video, all layouts should have a form specified before execution. Outlining headings and subheadings can ensure you stay on message throughout the creation of content.

6. Leave Room to Edit

Some companies spend way too much time on development and not enough time on editing and tweaking. Give yourself enough time to really run through details and find out whether or not the correct message is coming through.

30 Social Media Content Ideas
One of the more challenging parts about executing on a content marketing plan can be coming up with creative social media content ideas that engage your followers. We put together this list of social media post ideas to help inspire consistent and valuable content for your audience.

Sharing Your First Piece of Content

Now that you have your first piece of content, it’s time to share it with your key audiences. It’s important to note that you shouldn’t start posting without a plan.

 Make sure it’s being shared at the right place and time.

Here are a few tips to keep in mind while you craft those social shares:

1. Set Up Advanced Posting

On day 3 we walked through content management systems and sharing platforms that allow you to schedule sharing ahead of time. Many social media platforms get more response at certain times during the week and should be posted for greater engagement. Other times, you might have a specific release date that needs to be teed up prior to your release.

2. Share in Multiple Places

When going to share, ensure the information is going out through multiple platforms. Don’t forget to share content via email and through social or industry influencers. Another great way of keeping that content evergreen is finding ways to share later down the road. Maybe you wrote about breast cancer awareness in October of 2015 and would like to share the same principles again in October of this year. Find areas to reshare and draw attention back to relevant information.

3. Review Your Open Graph Settings

Have you ever noticed that some posts shared on social media have an image, title, and description, while others may be missing an image or have an incomplete description? This is due to publishers not paying attention to their Open Graph settings. It’s worth searching how to adjust for your CMS if you don’t already know how.

4. Encourage Conversation

Participate in conversation around the post when you share it. You want your audience to view you as approachable. Those people could eventually become your clients or customers, or refer business to you.

5. Don’t Share Alone

It’s useful to get traction, so try lining up people willing to share your content before you post it on social media. You can reach out to any person or company you referenced in the article and ask if they would check it out and consider sharing.

Measuring Your First Piece of Content

Measuring Your First Piece of Content

Your content is developed and shared. Now what? Being able to evaluate your content activity — from creation to distribution — is critical to understanding its success. You can use analytics to identify and address both issues and opportunities in your content strategy. What are you trying to achieve when reading impact? Typical objectives include increasing brand awareness, lead generation, customer retention or upselling.

With this in mind, below are helpful metrics to pay attention to:

Basic Metrics

Google Analytics
  • Users: This provides total number of unique visitors to a particular page on your website.
  • Pageviews: Records the total number of times a particular page on your website — be it a product page or a blog post — is viewed.
  • Unique Pageviews: Combines pageviews that are generated by the same user during the same session, so you can gain an insight into the number of sessions during which that page was viewed.
Email
  • Open Rates: Email headlines count as content. Don’t forget to test them to increase the likelihood of open rate.
  • Clicks: How many clicks do your emails acquire and where do they go? This is useful if your email newsletter contains links to different blog posts, so you can determine which posts are most attractive to your subscribers.

Engagement Metrics

Google Analytics
  • Average Time on Page: If the average time spent on one blog post is two minutes, and another six minutes, it’s a strong indicator of what type of content your audience enjoys.
  • Pages/Session: The total number of pages a user visits when browsing your website is a good indicator of the extent to which they are engaging with your content.
  • News vs. Returning: The number of new visitors to your website vs. the number of returning visitors can help you to figure out how many people are engaging with your content for the first time or on a regular basis.
  • Referral Traffic: Provides you with an overview of websites that are sharing and linking to your content.
Social Media
  • Shares: This includes retweets, repins, or any channel-specific social share metric that demonstrates the reach of your content.
  • Comments: It takes more effort for a reader to post a comment on a blog post than it does for them to like it, so this is often a strong gauge of how engaged your community is. For Twitter, this could include both Mentions and Tweets linking to you.
  • Follower Growth: Take into account any new followers in your regular reporting. They have made a decision to be exposed to the content that you’re posting.
Email
  • Subscriber Growth: As with follower growth, subscriber growth gives you a view of the users that have actively chosen to receive your email content.
  • Unsubscribes/Opt-Outs: Was it something you said? Although not desirable, unsubscribes are still representative of how your audience is engaging with your content.
  • Forwards: Forwards cannot always be tracked effectively, especially if people email direct links to content or use their email client’s forward button. However, if you incorporate a “send to a friend” button or if they share a link that’s embedded in your email, then you can at least capture some of this engagement.

Conversion Metrics

Google Analytics
  • Goal Completions: Setting up goals in Google Analytics will enable you to measure to the extent you achieve your objectives through your website’s content. For the purposes of lead generation, you could set up goals such as a newsletter signup, brochure download, or contact form completion.
  • Goal Conversion Rate: This will give you the sum of all individual goal conversion rates. It’s calculated by dividing the total number of goal completions by total number of sessions.
Social Media
  • Conversion Tracking: Conversion tracking on Facebook and Twitter can help you measure the ROI of promoted content by reporting on the actions users take after promoted content is viewed.
Email
  • Blog/Newsletter Subscriptions: The number of newsletter or blog signups will help you to establish an insight into the leads generated as a direct result of a desire to engage with your content.

As a content marketer, it’s important to remember that measuring overall impact to your business through content generation takes time. Months or even a year, in fact. When establishing your goals for the year, take time to establish conversion goals that are mindful of brands that need to be built over time. Building trust takes time in person, the same applies for building trust online.

We hope this step-by-step process of establishing a strong content strategy helps your business reap incredible results. If you get stuck along the way or still want someone to take it off your hands, we at Keyhole Marketing are here to help! Let us know how we can provide assistance in developing your content strategy.

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