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The power of content marketing to propel brands forward in this new anti-interruption era is clear. The jury has returned a verdict, and it’s guilty. Content marketing is guilty of attracting people who have real interest in the solutions a brand can provide. This reality is reflected in the Content Marketing Institute’s 2013 B2B Content Marketing Benchmarks, Budgets and Trends report and HubSpot’s Marketing Benchmarks from 7,000+ Businesses report.

Deploying a continuous content marketing campaign can be a daunting task for some companies. However, with the right plan in place it can be efficient, fun and profitable. For this to happen, marketing departments must scale content production to allow for maximum throughput and employee contribution without sacrificing quality or brand standards.

To do this requires three things – people, process, and software. All of which must work together synergistically to get the most out of content marketing.

People

There are five content contributor personas that can be leveraged by brands. They include employees, ghost writers, brand advocates, experts and professional copywriters. Leveraging the employee persona in a robust fashion organically grows industry thought leadership from within without blowing up the budget and is the most critical contributor to the persona mix.

Every company should experiment to find out which persona mix works the best for production, quality, engagement, traffic, and conversions.

Process

Crafting a process for creating, editing, publishing and tracking content is critical for campaigns to remain efficient and profitable. Many content marketing deployments fail, not because there is no process for editing, publishing, and tracking, but because there is no process for creating content to begin with.

The process for creating content should include guidance on article titles, structure, optimization, repurposing and content governance.

For a deep dive into content marketing process download The Enterprise Blog Post Optimization Guide in PDF or Kindle format.

Software

There are many software platforms that can empower brands to efficiently create, edit, publish and track content. HubSpot, WordPress, Kapost, Joomla, and Compendium represent possible software solutions for companies to deploy and manage their content marketing.

The best solution will depend on the goals of the deployment and the content contributor persona mix. Some solutions offer turn-key guest contributor features while others may not.

Scaling content marketing requires the appropriate mix of people, process, and software. Understanding this enables brands to properly plan, deploy and track their inbound efforts. The more efficient companies can be when deploying content marketing the lower the customer acquisition cost (CAC) becomes. The company with the lowest CAC has a major competitive advantage in the marketplace.

The Enterprise Blog Post Optimization Guide in its entirety is available for free in both Kindle and PDF format.

 

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Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

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