While some of that content might not be considered marketing materials, much of it can be – and you can always produce more.
Online content marketing campaigns are one of the most valuable ways that you can spread the word about your business, company, personal brand, or anything else you want to promote.
What’s more, you’ve probably already been exposed to content marketing on many levels, even if you didn’t necessarily realize it at the time.
That’s because nearly every business or brand uses content marketing company campaigns somehow – for instance, pamphlets, TV commercials, websites, and social media accounts for businesses or those that operate in any other professional capacity can all be considered content marketing.
If you are looking to hire a content marketing company, or you are simply trying to learn more about how to manage a content marketing campaign in-house, you’ve came to the right place.
Read on to learn more, and also how our Chicago-based content marketing services can help.
Table of Contents
- What is Content Marketing?
- Examples of Quality Content Creation Marketing
- Goals of Content Marketing Solutions
- The Content Marketing Process
- Finding Content Marketing Companies
- Doing Services Content In-House
- Content Marketing Specialists Vs Content Marketing Companies
- Content Marketing Strategy
- Content Marketing Management & Planning
- Content Marketing KPIs Or Key Performance Indicators
- Content Marketing Platforms – Software and Distribution
- Content Marketing Tools
- Stages of Content Marketing/Content Marketing Life Cycle
- Building a Content Marketing Funnel
- Creating and Using Content Marketing Personas
- Conducting a Content Audit
- Creating a Content Marketing Calendar
- B2B Content Marketing
- B2C Content Marketing
- B2B Versus B2C Content Marketing
- Developing Custom Content for Marketing
- Content Marketing and SEO
- Content Marketing and Paid Ads
- Content Marketing and Social Media
- Content Marketing and Email
- Content Marketing and Apps or Gaming
- Long Form Content Marketing
- Content Marketing and Visuals
- Content Marketing Industry and Influencers
- Content Marketing Analytics
- Content Marketing Split Testing/Content Marketing A/B Testing
- Best Content Marketing “Gurus” and Filtering Out the Noise
- Writing A Content Marketing Case Study
What Is Content Marketing?
At its most basic, content marketing is any form of content creation and the subsequent sharing of that content via various platforms including email, social media, blog posts, articles, videos, webinars or seminars, and print materials.
Content marketing is typically considered to be a website promotion service of content that doesn’t explicitly promote a brand (as opposed to an advertisement) but rather is intended to stimulate conversation around or interest in a product, topic, or service while educating its audience.
You do have a marketing website, right?
If not, learn more about our Chicago web design services.
A content marketing campaign can be an especially valuable form of marketing since by creating content around your business, field, products, or brand, you are answering your target audience’s questions before they even ask them.
Content marketing also builds trust and consumers have come to expect high-quality content and knowledge sharing from their chosen brands and companies.
Examples of Quality Content Creation Marketing
While you most likely see content marketing advertising all around you – both online and off – coming up with specific examples might be difficult because content marketing, sharing content, creating content, and commenting about or responding to content is so ingrained in our world.
For instance, you might be familiar with the examples put forth by Canva, the graphic design platform that doesn’t require any knowledge of Photoshop or the Adobe Creative Suite.
They’ve run campaigns focused on businesses and brands who need marketing materials as well as consumers who want to create things like invitations, covering both their B2B and B2C audiences successfully.
Another B2B content marketing example is Buffer, the social media management software company that used guest blogging to reach its audience of busy social media and analytics professionals.
Want something B2C?
Look no further than the Dollar Shave Club and their ubiquitous and humorous content deployments or Rip Curl and their “The Search” YouTube channel and associated social platforms where surfers discuss the next great big wave and the waves they’ve already discovered.
Really, wherever you look you can find examples of content marketing and inspiration for your own marketing content, it just depends on how you think about and perceive the many, many content advertising messages in the world around you.
Goals of Content Marketing Solutions
While a content marketing campaign can have many goals and solutions, key performance indicators (KPIs) or definitions of success, one of the main goals of a content marketing plan is to answer the target audience’s questions before they even think to ask them.
Other content marketing goals include attracting, acquiring, and engaging with a target audience or demographic(s) – but really, all content marketing comes down to driving profitable customer actions.
Some of the common goals of content marketing include building trust and deepening connections with your clientele, increasing awareness within your target audience, improve conversions like sign-ups, downloads, and conference or appointment attendance, lead generation, and more.
More specific goals of content marketing can include a variety of key performance indicators or KPIs, such as building your email list with qualified leads, getting sign-ups for a seminar or podcast, eBook or PDF downloads, get more website traffic including unique visitors, improving engagement on social media and time on site, and many other metrics that can point towards the ultimate success of a content marketing project.
The Content Marketing Process
Developing and executing a solid content marketing campaign involves many steps that all move you and your team towards the end goal.
Content marketing begins with creating a strategy and a plan, determining a specific target audience or audiences, and more.
It also requires establishing the resources that you have and how you will best utilize them.
While there are many steps in a content marketing plan and you can be anything from super detailed with a content promotion or promotions on a massive scale to just using the broad strokes for a small test project or two, these are the basic elements that you need to know about.
- Develop a target audience – who are you trying to engage and where do they currently find information about your niche?
- Determine the budget – what kind of funds and time do you have?
- Are you considering using paid tools, hiring outside resources, keeping things in-house, or doing the content marketing yourself?
- Allocate resources – who is actually going to execute all these steps?
When and how?
- Establish KPIs – what does success look like for your marketing content management and how are you tracking it?
- Select and set up the necessary software with tracking and measurement capabilities, social listening, and more.
- Create the content/begin the creation process – you need the actual piece or pieces of content to promote and share, of course, and the quality, usefulness, and “stickiness” of this content is absolutely key for content marketing success
- Test and analyze the results of your content
- Adjust your content marketing campaign accordingly
- Keep going and keep testing as you go!
Content marketing is an ongoing process, after all, and you should always be adjusting, creating new content, and finding new ways to connect with your target demographics(s).
Finding Content Marketing Companies
Don’t want to develop and execute the content marketing for your business yourself?
Whether you prefer to consult the experts, don’t have the bandwidth, or desire agency-level resources (or some combination of the above), then finding content marketing service providers can be the solution.
Are you interested in finding a content marketing company or content marketing agency services in the Chicagoland area?
If you have a business in anywhere in the world and require long marketing services in virtually any space, then contact us and we can put you on the right path towards a robust and effective content marketing plan, whether it involves crafting lead gen emails for B2B companies, fun social and video content for B2C products, or anything in between.
Doing Services Content In-House
If you run a medium to large business or you have a team in place that can handle content marketing, then you may want to consider handling your content marketing yourself or otherwise keeping things in-house.
This means handling the content promotion services yourself or having your current employees work on it as opposed to hiring an outside content marketing service provider or consultant to do the work.
There are some significant advantages to running content marketing on your own (or “in-house”) – after all, no one knows your business better than you or your employees – but it all depends on your bandwidth and inclination towards taking on a new project as well as your or your employee’s technical and practical content marketing expertise.
Sometimes outsourcing the work to a content marketing service can be a preferable choice; for instance, a content marketing agency can handle the bulk of the work, while hiring graphics people, writers, video editors and creators or directors, influencers, or even a digitally or content-focused PR firm can all be good ways to keep yourself and your team focused on doing the actual work or labor that got you to where you are now.
Content Marketing Specialists Vs Content Marketing Companies
Whether or not you engage outside resources for your content marketing campaign, it is important to understand the difference between content marketing specialists versus companies or agencies that perform content marketing.
Content marketing specialists are usually individuals and you can hire them as outside consultants or as in-house experts, depending on your budget, the size of your company, and your current resources.
They can usually do a number of things and might be a jack of all trades type, or may specialize in a particular type of content (e.g., social media or video) or industry (e.g., real estate or medical practices).
Content marketing agencies or companies are groups of people who work on your campaigns and may be made up of strategists, writers, account executives, social media specialists, analysts, videographers, designers, and more.
Content marketing companies typically have many clients or accounts and might be generalists or specialize in a given field or vertical; they often have experts or specialists in specific types of content or knowledge they can call on if necessary.
They may have sophisticated software and content marketing reporting to track content and its results.
Either way, you’ll want to get references and check out previous work no matter who you engage with for your content marketing, and see how well their style and previous accomplishments mesh with your goals.
For instance, some of the best content marketers specialize in highly qualified lead gen for low volume, high-cost professions (think law or medicine), while some focus on creating snappy videos or social content and working with influencers to share your brand with their audience.
It is all a matter of finding the right partner or partners for you!
On the other hand, if you are a solo practitioner or have a smaller budget, you may want to study up on the content marketing experts online and learn content marketing to do it yourself – after all, who knows your business or brand better than you?
It’s often a combination of expertise, budget, bandwidth, and desire to roll up one’s sleeves that makes the decision to hire outside content marketing help versus DIY clear.
Content Marketing Strategy
Developing and executing a content marketing strategy can be quite simple or incredibly complex depending on your goals, resources, and capabilities.
However, at the end of the day, content marketing strategy or content marketing strategies are simply about creating a stream or streams of valuable, consistent, educational, entertaining, or otherwise beneficial content for your target audience or audiences and making sure they can discover it where they “live” whether that is on social media, via a web search or ad, an email, a television commercial or video, or another form of advertising or distribution.
The content strategy deliverables are about what kind of content you create, how, where, and when you deploy it, and how you measure its success and fulfillment of your brand or business objectives.
Content Marketing Management & Planning
Any solid content marketing strategy services involves a plan for its deployment or execution.
If you run a small business or are a solo or semi-solo entrepreneur, then it is likely you will be deploying the content yourself or working with an in-house team member or contractor to help out.
On the other hand, larger companies may have more resources and can dedicate a specific content marketing specialist, or you may hire a freelance content marketing consultant or agency to take care of things.
If you have a content marketing plan that requires the creation and deployment of more specialized assets or executions like influencer marketing or video creation, then you may want to outsource or hire a content marketing agency that has narrowed down their niche to just those things and does them well.
There are as many ways to develop and launch a content marketing plan as there are businesses – it all just depends on what works for your situation, assets, resources, budget, and capabilities.
Content Marketing KPIs Or Key Performance Indicators
A key performance indicator or KPI is a measurable value that demonstrates how effectively a business is executing on its marketing objectives – to put it most simply.
A KPI can be anything you can track or define as a conversion.
Businesses or brands track KPIs in order to measure the success or failure (or whatever is in between) of their marketing activities or advertisements.
Key performance indicators or KPIs for content marketing campaigns are varied but may include sign-ups, time on site, search rankings, etc.
Whatever equals a conversion for you or your brand or business can be considered a KPI, along with a number of other statistics or factors.
Here is a non-exhaustive list of possible KPIs for your next content marketing project…
- Page Visits
- Unique Visitors
- Click Through Rate (CTR)
- Bounce Rate
- Depth of Scrolling
- Time On Site
- Content Downloads (white papers, infographics, slideshows or presentations, podcasts, webinars, or video clips, etc.)
- Content shares on social media or via email
- Incoming or inbound links to individual pieces of content or your site or social media pages
- Comments on posts or articles
- Engagements with posts or articles (Likes/Hearts, Shares, email forwards, etc.)
- Follower and/or subscriber count – gains, losses, percentage of both (net follower gain versus net follower loss)
- Sign-ups for email lists, webinars, tutorials, podcasts, and other activities
- Cost per click (CPC), cost per lead (CPL), or cost per action (CPA) for ads
- Lead generation
- Conversion percentage or conversion rate
- Annual or average contract value (ACV) – more applicable to B2B content marketing
- Growth in your business that can be tied to any of the above factors
Content Marketing Platforms – Software and Distribution
When you see the phrase “content marketing platform”, it can be one of two things.
A content marketing platform is either software (or several pieces of software that can work together) or a platform like LinkedIn or YouTube that you can use to distribute marketing content.
Using the same content or minor variations across platforms can be doable, but you will definitely want to make sure that you adapt it to fit the platform as opposed to simply copying and pasting.
For instance, you would post something different on Instagram (and no, we don’t mean just adding hashtags – although you should definitely do that with a strategy) than you would on LinkedIn or in an email message to your client list.
That’s where content marketing tools can be helpful!
Content Marketing Tools
There are hundreds if not thousands of content marketing tools out there, and the group of tools that you decide to use depends on a range of factors including your budget, technical expertise, number of people involved in the campaigns, and perhaps most importantly, your goals and key performance indicators.
For instance, there are tools for project management, content creation and marketing content development, image and video creation and editing, social media management (including deployment, tracking, and “listening”), email marketing, hosting webinars and video conferences, paid advertising on social, search, and ad networks, search engine optimization, and much, much more, and your campaign goals, budget, needs, and capabilities are what dictates the tools that you choose.
That said, there are several main categories of content marketing tools:
- Social Media
- Search or SEO
- Blogging, Podcasting, Or Vlogging
- Project Management
- Dissemination or Sharing
- Tracking, Analytics, and KPI Measurement
Of course, some tools combine for more than one or even all of these activities or use cases.
For instance, platforms like Hubspot cover almost all of the above, while
content generation services like MailChimp solely handle email or Basecamp is just for project management.
Nevertheless, the more robust content marketing software options may cost you – but they may also be worth it in terms of time saved, efficiencies built, and learnings garnered.
Stages of Content Marketing/Content Marketing Life Cycle
Every piece of content in the marketing life cycle goes through a series of stages as part of its life cycle in the overall content marketing plan.
To put it simply, there is the initial idea or plan, the actual refining of the content for a given purpose or purposes, the deployment of the content, the testing and tracking of the content while it is out in the world, and the final verdict of whether to adapt, continue using, or quash that particular piece of content – or just leave it out there for future discovery in the case of social media, blog posts, and other platforms.
Building a Content Marketing Funnel
Content marketing funnels are systems or structures that take leads or potential customers through the discovery process (finding your content) through consideration of hiring or buying from you to final purchase decisions.
Picture a funnel that’s wider at the top and narrow at the bottom – you want to bring as many users or potential customers as possible at the beginning – that’s the wide-open top of the funnel, and narrow it down to qualified prospects and then customers as the funnel gets tighter.
Creating and Using Content Marketing Personas
Defining your target audience and how / where to reach them online is one of the key aspects of online marketing in general and search engine optimization in particular.
That is because in regard to SEO, you don’t want your site to simply rank highly for popular keywords – you want the site to rank highly for popular keywords that are both in your niche and attract or draw the kind of customers that you are seeking, and to reach them at various points in the marketing funnel (link to content marketing piece here?).
One of the ways to define your content’s audience is to create marketing personas.
These are examples of the type of customer or client that you are looking to attract.
In regard to marketing, personas can be fictional characters (e.g., Pete the homeowner in the Northwest suburbs of Chicago who has a split-level ranch) that represent an actual type of person who would use a service, product, website, or engage with a brand in a given way at a particular place, time, and for a certain reason or reasons.
Marketing and advertising people often use personas combined with marketing grouping or segmentation – essentially a way to organize the various targets of their campaigns and make sure that they are capturing the various user groups that are desired.
For your content marketing campaign, you can group personas into various segments depending on the type of content that you have or want to develop based on what would resonate with them.
Conducting a Content Audit
One of the first steps you should take before launching a content marketing campaign is to run a content audit in order to see what you have available and what you could potentially use for future marketing content management campaigns.
Not familiar with the content audit process?
It involves taking a full inventory of all the content that is available to you to use – everything from copy to images to videos to even URLs and social media accounts.
Essentially, any piece of content that is tied to your company or brand should be included in the content audit.
If possible, include metrics as to how that content has performed for your company or brand previously – aspects like downloads, page views, engagements, and more can all be helpful here.
Once you perform the content audit, you can figure out where and how to deploy each asset that you have, which assets you can upgrade and build upon for even better content marketing, and what might best be left in the past.
Read on to learn more about what to do with the findings from your content marketing audit.
Creating a Content Marketing Calendar
After you finish the content marketing audit, then it is time to create some content.
Whether you are adapting older pieces of content or writing, filming, recording, or otherwise composing a lot of content can seem daunting!
Especially without a plan.
This is one of the aspects of content marketing that an agency or specialist in the field can definitely help you with, of course, but even laying out a calendar of when you are going to develop and deploy the content (and get reports on the associated content marketing metrics) can be super helpful.
Plus, if you have a service content specialist helping you out, the calendar will keep them on track as well.
Creating a content marketing calendar is even more valuable if you are in a seasonal industry like construction, roofing, landscaping, or another type of area where people tend to engage or disengage according to specific or set times of the year.
Having a content marketing calendar will help you know what to create and when, as well as what’s coming down the pipeline so you can plan ahead with content creation and development.
B2B Content Marketing
Content marketing for business-to-business companies versus business-to-consumer or direct-to-consumer is often quite similar; that said, there are some key differences.
B2B content marketing typically has a longer lead cycle (a longer time between when a consumer or prospect discovers the existence of a service or product versus them choosing to purchase or opt in for it), tends to be more serious and use-case driven versus emotionally driven, like many B2C purchases.
This is likely a combination of the fact that B2B purchasing decisions are almost always for work related reasons, and are usually higher in cost or value than B2C decisions, which are for personal use or pleasure and generally lower in price.
At the end of the day, spending thousands, tens of thousands, or more on a purchase for industry or work purposes (even if it is one’s employer’s money) is a different animal than deciding what color roof you want or what kind of smartphone or laptop to buy, or even something more low-intensity like a pint of ice cream or a tee-shirt.
B2C Content Marketing
B2C or business-to-consumer content marketing is when companies or brands create marketing content creation that goes out directly to the consumer.
This can be in the form of television commercials, social media posts, digital ads (everything from search to remarketing to performance marketing can be included here) to working with influencers to improve engagement around your brand.
B2B Versus B2C Content Marketing
You might think that content marketing is the same process and activity regardless of your target audience, but it is important to understand that B2B content marketing usually focuses on logic-driven or business use-case purchasing (e.g., a commercial printer or factory equipment, or high end software meant for business power users), while B2C is emotion-driven and consumers buy based on how a product or brand makes them feel (e.g., a new gaming system, new shirt or jacket, or favorite brand of snack food).
Developing Custom Content for Marketing
Creating marketing content can be as simple as posting about your latest product launch or installation on Facebook or as complicated as shooting a video of your factory and interviewing your lead techs or other experts – or anything in between!
Common content marketing creations include email blasts, white papers, infographics or other guides, tutorials (video, written, or both), appearances on podcasts, guest posts on industry or niche content marketing sites, appearances and speaking engagements at conferences, seminars, and webinars, and much more.
Developing the content itself might be as simple as parking yourself at the computer and writing a blog post or guest post (or hiring a copywriter to do so on your behalf), or as complex as hiring a video marketing agency to interview you and your team to create content surrounding your knowledge, or engaging a digital PR firm to find opportunities for you or a team member to speak or present.
Content Marketing and SEO
Content marketing and search engine optimization often go hand in hand, especially when you are creating content for the web.
After all, you will likely naturally include some of your search keywords (you are doing SEO, correct? If not, learn about our Chicago SEO services) in the copy you develop or have written for content marketing projects, and any content on the web can help to boost your brand’s signal and validate your company’s authority on the web via the search engines.
Content Marketing and Paid Ads
Using paid ads on Google, Bing, Facebook, YouTube, Instagram, or any other network to drive targeted users to the content you create as part of your content marketing process can be quite valuable and effective – if the ads are deployed wisely and in the right places.
While search ads for your targeted keywords are useful for a number of reasons, paid ads on sites, forums, social media (especially niche social media platforms), apps and games, on targeted email lists that belong to industry publications, actual industry journals and other publications, review sites like Yelp or Trustpilot (if applicable), or anywhere else your target audience hangs out on the web to learn more about your niche or industry can all be good places to show off your content and encourage people to download, listen to, read, or otherwise interact with it.
Content Marketing and Social Media
If your business or brand is active on social media – particularly if you sell products direct to consumers (B2C or business to consumer) – then you should at least set up your social media accounts on the relevant platforms (Facebook, Twitter, and Instagram are the obvious choices, as well as YouTube or TikTok for video and LinkedIn for the B2B and employer side).
Then you can take advantage of those channels as another way to reach out, engage, and interact with your target audience.
Keep in mind that people are often more likely to follow an account on social media then they are to give up their mailing address or email address.
You should also claim your business’s profile on Yelp, Facebook reviews, Angie’s List (now Angi.com), Nextdoor, Trustpilot, TripAdvisor, and any other review platforms that are relevant to your industry, field, or location.
Content Marketing and Email
Your email list of current, potential, and previous customers is one of your most valuable marketing assets when it comes to content marketing and storytelling about your brand.
This goes doubly so in regard to content marketing, since it is a great distribution channel where you can easily reach people who have already opted in to receive your messages and may have worked with your company before, or at the very least thought it about it enough to share their email addresses.
Accordingly, these users or audience members are that much more likely to open your emails and read, engage with, and share your message with their networks.
Content Marketing and Apps or Gaming
Other mediums for content marketing are still relatively in their infancy; however, sponsoring apps or games, running in-app or in-game ads, or even creating your own apps or games if relevant can be valuable aspects of content marketing.
Also, be aware that your content – if used on social media, email, or almost any other digital medium – will likely have users interacting with it on mobile devices and tablets, so ensuring that it works properly on those types of devices is important.
If you work with an app or game or create your own, you’ll likely want to also hire a content marketing agency or consultant who understands everything from optimization to the app store to how users interact with various mobile user interfaces and the unique UX challenges there.
Long Form Content Marketing
White papers, blog posts/articles, guest posts, webinars, and other content that requires an in-depth reading is often part of content marketing, especially in the B2B realm as well as for more complicated consumer products that require lots of explanation or background detail before someone signs on the dotted line.
While creating long form content like white papers and videos (or establishing the type of relationship that gets you guest posts) is definitely easier said than done, and you can always repurpose or expand upon the initial piece or pieces.
For instance, snippets from a white paper, video, or webinar can be used on social media or as part of an email blast.
Content Marketing and Visuals
Slides and presentations, infographics, videos, webinars and seminars, charts and graphs, and images all can play a key role in your content marketing campaign.
After all, many people are visual and auditory learners, and a well-done guide or chart can go a long way towards explaining the services you may have to offer, especially in complex industries.
Plus, users often like to share or adapt visuals for their own purposes and presentations, especially in the B2B realm.
Therefore, providing your target demographics with examples, charts, and other supporting materials they can take to their bosses, procurement departments, or other relevant individuals or groups is nearly always an excellent B2B content marketing plan.
Content Marketing Industry and Influencers
Influencers like bloggers, vloggers, podcasters, and social media mavens can all be great allies for content marketing campaigns – not only can they create the content or help to create the content, they have highly interactive audiences and a significant amount of built-up trust.
This means that their followers or subscribers are more likely to check out what your business or brand has to offer when you work with them on a content marketing campaign.
However, keep in mind that you must select your influencers wisely (or work with a content marketing contractor or consultant that has deep experience and connections in the influencer field – think digital public relations or PR!).
Those who work on platforms that are popular in your niche, have an audience that mirrors or closely resembles your target demographic, and speak in a voice that resonates with your own is essential.
Content Marketing Analytics
Tracking your KPIs and performing data analysis and optimization is another important aspect of your content marketing campaigns.
After all, once you put all that content and information out there, you want to see who is engaging with it and how it performs in terms of driving leads and conversions, after all.
Some of the more basic free options for content marketing tracking include the standard Google Analytics (which you already have installed, right?), free and low-cost social media tools like Hootsuite, Buffer, and Sprout Social, and more expensive, complex tools like Hubspot, which is considered to be the gold standard of content marketing.
Moreover, there are platform specific tools such as MailChimp and Constant Contact for email marketing, Trello, Asana, and Basecamp for task management (great if you have a larger team or an agency for content marketing), and tools like Ahrefs for SEO and Wordstream for paid advertising and Google Adsense or Adwords.
Really, whatever you want to accomplish with your content marketing, there is a tool that will help you accomplish it.
Content Marketing Split Testing / Content Marketing A/B Testing
Testing and determining which elements, pieces, or types of content marketing are performing the best is an important part of your content marketing campaigns.
While an entire A/B test or split testing regimen might be a bit too much for your time and budget allocations, it can be a good idea to try out things like different email headlines, calls to action, or imagery for a post or ad.
If you are unfamiliar, A/B testing (or split testing) in marketing involves matching up two variables directly against each other in order to see which resonates most with your users and causes the most conversions or desired actions.
Common items to test include article headlines, email subject lines, titles and descriptions, calls-to-action, content length, and more – basically whatever you can divide into two groups, you can A/B test.
Best Content Marketing “Gurus” and Filtering Out the Noise
Like nearly everything else, the web is full of content marketing gurus who all claim to have the very best methods and teachings – usually for a price.
Having said that, following the gurus or experts on social media and checking out their free tips can always be a good place to start, and you may uncover some that you feel like are worthy of the investment along the way.
How do you know a content marketing guru is legit?
They can and should share case studies and client examples of work they’ve done in the past involving actual numbers and concrete results (particularly if it is not for their own business or brand) and they offer concrete tips for free, at least initially.
Published books under an actual imprint from a publishing house can be good, as well as appearances on relevant programs, shows, and podcasts or guest posts on industry-leading publications are good backgrounds as well.
And of course, trust your gut – if something a digital guru is telling you sounds too good to be true, it most likely is!
Writing A Content Marketing Case Study
After executing a content marketing campaign or part of a content marketing campaign, you may want to consider creating a case study in order to better estimate your successes and failures and acquire deeper learnings from your campaigns.
Posting a case study can also help show off what your business does or your brand has accomplished, make you look like a better choice than your competitors, inspire a deeper sense of trust, and increase the amount of authority content that you’ve put out there in your industry or niche, which can boost your search rankings or help your SEO
There are many reasons to create a case study – to show off your work at conferences and at seminars or webinars in order to teach others, to learn yourself as you examine the efficacy of your work, and possibly if you are super successful and considering hanging up your own shingle as a content marketer in the future.
How is your business currently handling content marketing?
Do you work with an agency, a consultant or contractor, or market your content in-house?
How are you measuring the success and efficiency of your content marketing campaigns?
One thing to consider, besides your in-house resources, is that outsourcing things to a content marketing agency or hiring a consultant to create, deploy, and track your content for a marketing campaign is to ensure that it actually gets done – which is the most important part of any marketing campaign!