How To Do Content Marketing Right

How To Do Content Marketing Right

I wanted to share this post on content marketing that I found on Social Media Marketing Group/LinkedIn. Marketers need to start taking publishing seriously. It’s not a gimmick, but a craft and one that takes work to master. We need content skills, not content strategy.  We need to build positive, meaningful experiences, not clever taglines. That means putting the mission before metrics and delivering value instead of thinly concealed sales pitches.

Module 4: Storytelling with Infographics

If content is king, how do you develop the right content? Look at your audience`s needs and interests and share content that is customer-focused, interesting, engaging, entertaining and informative. First review all your options including budget, frequency, resources, access to subject matter experts, key deliverables or actions and social media platforms.

Great content doesn`t have to written. Research shows that your customers or audience are more likely to engage with your brand if you have strong visuals such as infographics – a mix of design, writing and analysis – to share your message.

The adage, ‘a picture is worth a thousand words‘ could soon be changed to ‘an infographic is worth an average 12% traffic growth‘. The popularity of infographics continues to grow and with statistics like ‘30x more likely to be read than text‘ and ‘90% of information transmitted to the brain is visual‘ PR practitioners should be looking at the benefits of publishing infographics as part of their social media plan.

What Makes A Good Infographic?

Working with designers to create the right visuals is just as important as crafting the right message for your audience. I was overwhelmed by the volume of infographics that illustrate the concept of content strategy. On a scale of 1 to 10 they weren`t all visually appealing, that being said if infographics stimulate an emotional response I guess selecting a great one is somewhat subjective based on personal preferences.

Some basic guidelines to remember:

  • Consider the goal of your message and visuals to create a consistent, integrated strategy.
  • Consider what the user is thinking and feeling when they encounter your content. Listen. Observe. Ask questions.
  • Consider the context of how your user will typically consume your content.
  • Plan how you will evaluate your content effectiveness.

Content Strategy Considerations Infographic

content marketing image 1

http://contentreveler.wordpress.com/category/content-strategy/

This visual is simple and uses circles in a loop to explain multiple drill-down levels behind developing a content strategy. The colour choices captured my attention. I like how the elements to consider in a content strategy are represented in more detail as the layers of the circle expand. The con is that it does cover a lot of information and it isn`t a really dynamic image.

Anatomy of a Content Strategy Infographic

 anatomy-of-content-strategy image 5

http://www.informing-arts.biz/cco-magazine-good-enough/

This infographic uses brief descriptions mixed with images and a good use of whitespace to share how Kinaxis, a supply chain business shares their definition of a content strategy. The image is a marketing ploy to promote the company`s tactics. It`s important that businesses use infographics that relate to their line of business and the information presented is accurate. Unfortunately in this case the business shares an illustration that fails to explain content strategy effectively. I found it a little misleading.

Iceberg Content Strategy Infographic

 content-strategy-iceberg

http://www.intersectionconsulting.com/2013/content-marketing-strategy-iceberg-infographic/

This visual of penguins sliding off an iceberg caught my attention and drew me in to click on the blog link to learn more. It is a simple graphic that incorporates images and titles to represent a concept. The visual shows how content – words and images – can fall off track if you don`t have the structure i.e., the iceberg beneath it for support. I think it is a good planning reminder. Does it tell the story without reading the blog? Share your opinion.