Content marketing is one of the most important aspects of effective integrated digital strategies and changing the face of SEO and Social Media as we know it. According to TMG Custom Media, 90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. Additionally, because 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company.
Powerful content for digital inbound marketing strategies can come in many forms including blogs, infographics, video, eBooks, slide shares, whitepapers, images, and more. More brands are using content marketing to engage their audience and build trusting relationships. Great custom content shows a brand’s customers that they are experts in their field and care about educating and entertaining them.
Our Content Marketing Process
Discovery and goal setting. Like all of our digital marketing strategies, content marketing starts with in-depth discovery and goal setting. Identifying the client’s goals and the types of content most likely to resonate with their audience is a critical first step.
Research. Once various forms of content are determined, the research begins! IMI takes full control of this process and performs all necessary research on the selected topics. The level and involvement of the research process depends upon the complexity of the topic and availability of information. The research material is then used to tell a story that will impact the audience.
Content creation. Once we have compiled all of the material we work with the client to design and create the content. Design intensive content such as infographics, animation, or images is handled by our creative team in collaboration with the client. Other types of content like blogs, articles, eBooks, and whitepapers are created by our research and writing teams.
Influencer outreach. We don’t just leverage our clients’ existing social media and email audiences. One of the most important and time intensive elements to content marketing is influencer outreach. We use both traditional PR outreach efforts combined with the use of our Cision software to identify and build relationship with influencial bloggers, journalists, and citizen journalists.
Promotion. Other than creating the best content possible, promotion is of course the most important aspect of content marketing. Promotion is an ongoing effort that leverages the work we do during the outreach phase of the project. Content promotion can occur through almost any digital marketing channel available including social media, blogger outreach, email marketing, paid search, and display.
Measure. No digital marketing strategy would be complete without multiple forms of measurement. Using multi-channel analytics we can track content promotion efforts on many levels including social share reach, direct and referral traffic, and even view through conversions.