Digital marketing tactics have changed over the years but one thing has not – Customers are in the driver’s seat when it comes to the insights marketers need to deliver relevant, meaningful and useful content at the right time and the right place.
To realize the benefits of customer insight requires an integrated approach – especially when it comes to content – discovery, consumption and interaction.
Moving from planning to practice, especially within a large organization with regional operations, business units, divisions and departments, processes are essential for adoption, quality and scale. Operationalizing the integration of content, social media and optimization is one of the essential workflows that marketing departments can implement. But what does that look like?
Here’s a content and social media focused optimization workflow that often inspires our work atTopRank Online Marketing to get you started:
Content Planning
- Research Customer Segments and Develop Profiles / Personas
- Map Topics & Keywords to Buying Cycle for Each Major Customer Persona
- Create an Optimized Content Plan (New): Site, Blog, Social Profiles & Networks
- Off Site Content: Guest Blog Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides)
- Align Optimization to Content Marketing Campaigns: White Papers, eBooks, Reports, Guides, Webinars, etc
- Content Amplification: Organic and Paid
