4. Decide where to host and distribute content.
Whether you make an SEO-optimized landing page, a regularly updated blog, or a creative social media profile, you need a place to collect and share your content. Keep your audience top-of-mind when making decisions about content platforms. Conduct a content audit of your competitors to see how they are hosting and distributing their marketing campaigns. Don’t try to do everything at once. Quality always prevails over quantity in content marketing — deliberate efforts will be better for achieving your business goals than rushing to produce mediocre content.
5. Define your content formats.
Consider videos, articles, podcasts, social media marketing campaigns, and infographics when determining what forms of content you want to craft. Make sure the type of content you create is informed by your audience and distribution platforms. For instance, videos perform very well on Facebook, so if that’s where your customers are, it makes sense for you to invest in that medium. If your users frequent Twitter or LinkedIn, consider starting a newsletter to create long-form content and thought leadership pieces.
6. Build a content calendar.
Creating a content marketing calendar ensures you’re delivering new content to your audience on a consistent basis. While this is a crucial part of your strategy, all the others precede it for a reason. Until you can understand the why, where, how, and who of your content production and marketing strategy, any content you create could miss the mark. What you’ve done is create constraints to help guide and focus your marketing materials, and from there you can craft an editorial calendar that ensures your content achieves your objectives.