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Creating a Good Content Marketing Campaign: Part 1

Content marketing is something that’s talked about a lot in online marketing circles. If you search any forum or online marketing information site, you will find tons of entries about it. Some people may think that it’s something that affiliate marketers use to push shady nutritional supplement CPA offers or the latest “make money now” ebook from Clickbank. Sure, it can be used for that. But it can also be an important element in a businesses overall online marketing strategy. It can help a company connect with its audience, promote its brand and draw attention to itself. Sometimes it can lead to direct sales. Other times, it will just inform the site visitor and let them make the decision as to whether the company’s products are right for them at this very moment.

If you’re serious about deploying a content marketing strategy for your business, then you need to do things in a well planned way. You wouldn’t start a Google Adwords campaign without doing the proper research beforehand. You shouldn’t start content marketing without a plan either. Before you even define your objectives and see what you want to accomplish by using this kind of marketing approach, there are a few questions that you need to ask yourself.

Here are some of the main ones:

Do you really know your company and your brand?

You may say “sure I do!” but when it comes to creating content, you need to ask yourself: what exactly does my company do and what is its purpose. What do you want it to do in the future and how do you want to get there successfully. This will help guide you into producing the right kind of content.

You also need to be aware of your brand and its overall style. Do you want to keep going as you’ve been doing right now, or are there certain things you want to change? If until now, you’ve taken a more traditional and serious approach, it may not be a good idea to start loading every page with jokes and using memes just because it “looks cool” and you’ve seen others do it. If your brand isn’t that popular online yet, changing direction may be possible, but you should know that it will affect the way your audience sees your company for a long time. Therefore, you need to think about both the short and long term implications of the content that you’re going to post online for marketing purposes.

These are the two main things that you need to reflect about when you’re starting an online content marketing campaign. Of course, there are other elements that you need to keep in consideration to build a complete marketing strategy that you can use in the long term. There are additional elements that we will explore tomorrow and will give you a clearer picture.

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