1. What kind of content is relevant to your target group?
The first thing you need to do is to consider what kind of content you want to share. The key rule here is to always, always, always start with your target group(s). What makes your customers interested, engaged? How do you wish to involve them in what you do?
2. Find the people who can best convey your knowledge
There are probably many coworkers in your organization with great knowledge of your field and industry, including those with special expertise and experience. Identify a number of key people who can pass that knowledge on to your current and presumptive customers. This will provide an excellent basis on which to build your content marketing.
3. Develop a plan for publishing your content
When you know what content you want to share, and which people you’ll want to pass on your knowledge, it’s time to develop a plan for when to publish your content, how often, and where. Establish routines for the content marketing process, and decide who does what. Make sure to set aside time for meetings where you follow up on your plan, and decide on which new topics to cover.
4. Produce content and optimize it for online consumption
There are major differences between creating content for print media versus online. The person who produces the content – texts, images, videos – must be a skilled writer and creator, with a good understanding of how to optimize content for your audience online. Enlisting the help of a copywriter with a focus on content marketing can facilitate the process, ensuring that new content is produced and published regularly.
5. Publish content online – set up a company blog
When you have content, key people, plan, and copywriter in place, it's time to publish! A company blog is a good place for publishing your content. That way, you control the flow of content and can drive traffic – loyal and presumptive customers – to your website or webshop.
6. Share your blog articles in social media and newsletters
A blog article that’s been search engine optimized will land high up among Google’s search results, making it easy to find for the target audience. Once you have published your content on your website/blog, make sure to post entries on social media that include a link to your article – and include it in your next newsletter, too!
7. Follow up on the results, and improve your content marketing
All right, you're good to go! But how do you know that your content marketing actually works? Statistics and follow-ups are important measures for seeing how your content marketing is doing. Google Analytics is an excellent tool for analyzing traffic and, crucially, improving your content marketing.
Do you also want to have top results on Google?
At Skapa, we are experts in content marketing. We help you create content that is adapted to your target groups and that resonates with your your customers. We develop a content strategy and plan for the production, publication and follow-up of your content marketing.
That’s us
Now we're curious about you.
What do your business needs look like, and what can we do to help? We look forward to hearing from you!