Trigger 10

How to use content marketing to appeal to your customers?

Learning Objective 1: What is content marketing?

Definition:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

Five Content Marketing Examples

There are as many types of content marketing as there are types of content–far too many to cover here. My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content. Here are five examples to help your mind start percolating.

1. Infographics. These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you need some examples, here are 197 infographics on the topic of content marketing curated by Michael Schmitz, head of Content Lab at Publicis, Munich. Infographics can be effective in that if one is good it can be passed around social media and posted on websites for years. You can get a professionally designed infographic by hiring a contractor on a site like oDesk or if you want to remove some of the risk you can go with a company like Visua.ly. A decent infographic will usually cost you at least $1,000 to have designed, but can cost several thousand dollars if you are hiring a contractor or agency to include strategy and planning, research, copywriting, and design. There is also the matter of promoting that infographic to bloggers and the media. Or you could set up a board on Pinterest and curate infographics on a topic related to your business. That is also a form of content marketing, and it costs nothing but your time. Hey, it worked for Michael.
2. Webpages. What’s the difference between a normal webpage and a webpage that is content marketing? Consider The Beginner’s Guide to SEO from Moz, a provider of SEO related tools and resources. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer. Or take a look at a case study from the design firm Teehan+Lax. Most case studies are boring. Their case studies are fascinating. That’s the difference between simply putting content on your website, and content marketing.
3. Podcasts. Michael Hyatt, author of the best-selling book Platform: Get Noticed in a Noisy World, practices what he preaches. His“This is Your Life” podcast is downloaded 250,000 times each month. As Hyatt elaborates on his blog post 4 Reasons You Should Consider Launching Your Own Podcast, “A podcast gives you visibility in a completely different world—primarily iTunes. I have had scores of new people say they had never heard of me until they stumbled onto me in iTunes.” Hyatt gives valuable information and advice in his podcast–all for free. But that podcast leads to more sales of his books, signups for his courses, and requests for him as a speaker.
4. Videos. Gary Vaynerchuk is a master of content marketing using online video, just take a look at his YouTube channel. He got his start creating videos to promote his family’s wine store and through those videos and other online marketing he eventually grew it to a $45M empire. Videos and podcasts are a largely untapped form of content marketing because people think it’s expensive and hard. But with the falling cost of professional grade equipment creating high quality video and audio content is easier than ever. Amateur video content marketing has been used to sell blenders, launch new dental products, and market Hong Kong visa consulting services. What video could you throw together for your company that might change your fortunes overnight? It might be easier than you think.
5. Books. Like movies, people often think of books as selling themselves, but savvy marketers don’t sell books just to sell books, they sell books as marketing tools. Michael Port’s sales manual Book Yourself Solid is a great read for entrepreneurs, salespeople, and marketers, and while I’m sure Port enjoys selling his book, the book is a tool for driving customers to his coaching and speaking services. Although with self-publishing it’s easier than ever to publish a book, there is still the perception that it’s difficult and that only reputable professionals can publish a business book. Publish your own, and even if people don’t read it you can still use it as a form of content marketing every time you’re introduced as “Author of…”

Those are just a few examples of content marketing. I could also have mentioned white papers, ebooks, apps, public speaking, presentations, and blogs. Entire books have been written on using each of these in content marketing efforts.

Why Content Marketing?

Perhaps more important than understand what content marketing is, is understanding why content marketing is important to your business. First we need to understand the four steps of the buying cycle:

1. Awareness. Prior to awareness a customer may have a need, but they are not aware there is a solution.
2. Research. Once a customer is aware there is a solution, they will perform research to educate themselves. For example, a car buyer will try to find out what different types of cars exist, and which one will fit their needs.
3. Consideration. At this point the customer starts comparing different products from different vendors to make sure they’re getting a high quality product at a fair price.
4. Buy. Finally, the customer makes their decision and moves forward with the transaction.

Traditional advertising and marketing is great when it comes to the second two steps. Content marketing taps into the first two stages of the buying process by raising awareness of solutions and educating consumers about a product they may have never considered before.

At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential client find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.

The return on investment for content marketing can be phenomenal if executed correctly. We haven’t spent a dime on our own content marketing, or even that much time. 95% of the success we’ve experienced with content marketing can be traced to a handful of articles I’ve written, adding up to perhaps 20 hours of work.

Content marketing also provides additional benefits in that it supports other digital marketing channels. It provides additional content for social media marketing and contributes to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines. In fact, for many companies the bulk of their SEO efforts should be focused on content marketing.

How Do I Get Started?

There are many firms that offer content marketing services, often paired with SEO or PR. If you’re simply too busy to do it yourself and aren’t ready to manage it in-house, then hiring a firm may be your best option. But if you want to jump in and do your own content marketing the easiest way is to start blogging. It will likely be hard at first, but the more you do it, the better you’ll get at it. Following tips from websites like Copyblogger you’ll quickly learn how to craft content for your website or blog that will engage readers and turn them into customers or clients. But while technically good writing and the right headlines can help, it’s not the key to creating great content that is the best form of content marketing.

Great Content

If you’ve ever slogged your way through reading a piece of marketing and only finished reading because you had to, then you’ve experienced bad content marketing. When I speak to companies about content marketing I tell them that content is good if they genuinely want to read it. Content is great if they’re willing to pay to read it. If you want to see great examples of content, just look at what you’ve paid to read, watch, or listen to lately. If you watched The Lego Movie this year, you saw one of the greatest examples of content marketing to date. Oh, you thought they made that movie in order to sell movie tickets? Think again. That was a 100 minute toy commercial, and rather than using a DVR to skip it you paid good money to watch it. Is it any coincidence that Lego recently leapfrogged Mattel, the creators of Barbie, to become the largest toy company in the world? You may not have the budget to make a feature film to promote your company, but you can still give potential customers valuable information.

The #1 Secret of Content Marketing

Add value. That’s the secret. It’s not really a secret at all. We’ve already talked about it throughout this piece. Although when you look at some of the marketing companies engage in you wonder if they’re purposely avoiding the obvious. We skip advertising when it provides little to no value. If you want to learn about advertising that doesn’t get skipped, find a skateboarder and ask him if you can watch him look through a skateboard magazine. You’ll see that he spends as much time looking at the ads as he does looking at the articles and photos. Or check out The Berrics website. Much of the content is advertisements, but skaters don’t skip these videos, they watch them just like they watch the other videos, because they’re getting the value they want–good skating. As a skater I’d like to say skateboard companies pioneered content marketing decades ago, but I know they were only doing what came naturally, and selling more product was secondary to the fun of creating videos and magazines. If you want to hire someone onto your marketing team who understands content marketing intuitively, hiring a skateboarder might not be a bad step.

If you’re not sure how you can add value through content marketing, ask your existing customers what kind of content you can produce that would be helpful to them now, or would have been helpful to them when they were looking for your product or service. They’ll tell you.

http://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-marketing/

PROS

1. You evoke an emotional response. This comes with a caveat: you must produce meaningful content to evoke an emotional response. Should you do this, you have the opportunity to attract readers, a following and loyalty. In social media, this emotional connection is pivotal; people share content they find inspiring and they believe has the ability to move others in the same or similar way.

2. You up your chances of virality. This follows the same principal as producing emotional content: when you create a content marketing strategy that elicits useful and entertaining material, you will inspire people to pass along this knowledge. Great content will appeal to more than one person– and the masses will begin to chatter about what you have to say.

Make this these traits inherent in your content and you will find your followers searching for content you have created to share with others and boost their own reputation.

3. You become a reliable source for information. This is about the combination of your devotion to producing consistently strong content and the loyalty of your following. If you continually create a message and material that moves people, you will make a formidable reputation for yourself as a thought and/or industry leader.

This takes time, the ability to accurately communicate your message, and mastering an understanding for the needs of your target audience. Yet, it is the ultimate goal should you wish to achieve as a social leader.

4. Your content attracts relevant clients and customers. A strong content marketing strategy means dedicating time, energy and effort to your final product – over and over again. While producing high-quality, targeted information is often sweat-worthy, it is worth the price.

Thoughtful and detailed work won’t move every Jane Doe to tears, but those who find themselves immerse in your content will prove to behighly relevant information consumers. The people with whom your content resonates have already committed to an investment in your ideas, simply by reading your work.

CONS

1. It is not easy. It takes a substantial amount of diligence and organization to manage a thoughtful content marketing strategy. If you are not willing to invest in the right (and qualified) people to create and direct your content marketing campaign, or allow the time for the strategy to have a fair chance to succeed – your efforts will fall short. Content marketing is rewarding, but it is tough and often time consuming.

2. It is not free – and there are hidden costs. This is touched on above. Creating a strong campaign means financially investing in the people and tools that can help propel your content. This does not just mean content creators, curators and directors – it means online marketers, social media/community managers, and sales representatives to ensure the incredible content moves forward to a large and relevant audience.

3. It can be hard to stray from “traditional” forms of marketing.Maybe you are ready to launch a new and fresh content marketing campaign, but your company superiors find the budget is better spent running ads and collecting email addresses to bombard with updates.

Stick with the fight. While some are slow to adapt, today’s online consumers require more dedication and intricacy than traditional “buyers.” Exposed to an endless and overwhelming amount of material, they want higher quality information. They expect to be entertained, as well as informed, and they are looking to be inspired.

CONCLUSION

The “Cons” of content marketing are indeed challenges, but are not true reasons for discouraging content marketing engagement. The efforts that are required to succeed using this method of marketing and communication are well worth the costs.

http://www.business2community.com/content-marketing/7-pros-and-cons-of-content-marketing-0266634#BeFXlgJgAUp55IT3.97

Learning Objective 2: Content Marketing Strategy

Step 1: Figuring Out Who Should Lead Your Content Marketing

Content marketing requires manpower, so the first step is figuring out who is going to head up the program. There's no one-size-fits-all for team structure -- it depends largely on the size of your company, your marketing team, and your budget. But if we assume that those three things are interlinked, as they often are, I can provide you with some frameworks based off of other content marketing-focused companies' structures. These should help you hire the right people, and have them "sitting" in the right spot in your organization.

The proxy for content marketing in the following charts is "Attract", since content marketing is the top-of-the-funnel activity that attracts people to your business. "Convert" and "Close" refer to middle-of-the-funnel and bottom-of-the-funnel marketing activities, like email marketing, nurturing, sales enablement, marketing ops, conversion rate optimization, etc.

Startup, Marketing Team of 1, Little-to-No Content Marketing Budget

When you're a solopreneur or have just one person dedicated to marketing, it's pretty clear who runs content marketing -- you're a full-funnel marketer.

In terms of your content marketing responsibilities, your job is to:

• Create content -- written and visual, long-form (often placed behind a form) and short-form (publicly available, like a blog post)
• Optimize that content for SEO
• Manage social media

SMB, Marketing Team of 3, Some Content Marketing Budget

When the marketing team starts to grow, who leads content marketing gets more interesting. With a team of three marketers, you can approach content marketing a couple ways. Either one person can own content marketing activities, while the other two own activities that align more with the middle- and bottom-of the funnel. Or, two people can own content marketing activities, while the third owns the rest.

For what it's worth, HubSpot's CMO recommends the latter: 

"The best way to help your sales team is to build brand awareness and create content that generates a lot of leads over time. An increase of twice as many leads means twice as manyquality leads -- as long as you have software that lets you filter those incoming leads efficiently.That's how you build a successful sales and marketing machine," explains Mike Volpe.

At this stage, the work of the one or two content marketers on your team remains about the same as it does with a team of one -- content creation, SEO, and social media. Even if you decide to dedicate two hires to content marketing as Volpe suggests, to bifurcate responsibilities between those two employees is premature. Both employees should contribute to all three responsibilities, and leadership of the content marketing program is shared between those employees.

Mid-size, Marketing Team of 9, Dedicated Content Marketing Budget

This is where things get really interesting. If you've got a marketing team of about nine people, the recommendation is still to over-invest in content marketing activities that grow the top of your funnel.

With five employees dedicated to content marketing, it's now time to bifurcate responsibility. Here's how you can break it down:

• Blogging: Two employees
• Long-form/premium content: One employee
• SEO: One employee
• Design: One employee

At this stage of growth, there's likely a CMO or other head of marketing to whom all these employees report. Thus the CMO should be leading the content marketing program, though the day-to-day activities will be carried out by the team of five.

Large/Enterprise, Marketing Team of 18, Sizeable Content Marketing Budget

With a marketing team size of around 18, your content marketing team will be staffed with all the same roles -- bloggers, long-form content creators, SEO specialists, designers -- just multiplied. Aim to have three bloggers on staff, and two employees for each of the other roles. It's wise to have one of those bloggers have expertise in editing, too, so there's someone dedicated to maintaining content quality as output increases.

At this stage of growth, it's also time to assign dedicated leadership to your content marketing team -- unless you want two dozen people reporting to the CMO. Many organizations hire a Director of Content, VP of Content, Chief Content Officer, or Editor-in-Chief to lead the entire content marketing team. This individual sets the vision for the team, secures budget, hires the right talent, contributes content ideas, solves for growth, and helps coordinate with other leaders across the marketing organization so content marketing doesn't become too siloed.

Some companies may have marketing teams of far more than 18. Here at HubSpot, for example, we have a team of nearly 100. Even so, we stick to a team structure quite similar to the structure an 18-person marketing team might use -- with one modification. Design is broken off of the Content Team, and relegated to a separate team. This might make sense for your organization, too, if you find that:

1. Designers need to fulfill requests for employees on every team -- making them more full-funnel marketers than dedicated top-of-the-funnel marketers.
2. You've hired content creators that are capable of doing some design on their own -- simple things like laying out ebooks, creating social images, or doing some basic front-end design work.
3. Your content marketing budget includes room for an agency retainer, or contracted design work from third-parties as needed.

If you'd like to check out more corporate org charts to see where notable companies place their content marketing team, download The Free Guide to Organizational Structures.

Step 2: Hiring for Content Marketing

So you've seen some content marketing team structures and the different job titles you might hire for. What do these people do? And how do you hire the right people for the roles? To get you started, here are some sample job descriptions, along with the skills and qualities ideal candidates will possess.

Your specific needs might vary -- for instance, perhaps you need subject matter expertise in your writers, or coding experience from your long-form content creators. Or perhaps your titles differ, and your "content creators" are actually "content strategists", or your "social media manager" is really a "specialist." Make edits as you see fit, but these frameworks should be helpful in getting you started if this is your first time hiring for any of these positions.

Blogger

We are seeking a savvy wordsmith to join our blogging team. Candidates must have a knack and love for writing and a comprehensive understanding of the industry. The blogger will be expected to sustain and develop the company's voice across all blog content. 

Responsibilities:

• Writing various types of articles on a wide range of topics for our blog.
• Providing feedback to other contributors, and editing other writers’ content.
• Optimizing content for search engines and lead generation.
• Conducting analytical projects to improve blog strategies/tactics.
• Growing blog subscribers and expanding the overall blog's reach.

Requirements:

• A passion and strong understanding of the industry and our business' mission.
• Exceptional writing and editing skills, as well as the ability to adopt the style, tone, and voice of our business' various types of content.
• An analytical mind and interest in using data to optimize/scale blog marketing strategies and tactics.
• Excellent organizational skills to work independently and manage projects with many moving parts.
• 2-3 years of marketing and content creation experience.

Long-Form Content Creator

We are looking for a prolific and talented content creator to write and produce various projects and blog regularly, to expand our company’s digital footprint, awareness, subscribers, and leads. This role requires a high level of creativity, attention to detail, and project management skills.

Responsibilities:

• Creating 1-2 free resources each month to drive leads, subscribers, awareness, and/or other important metrics (examples include ebooks, whitepapers, infographics, guides, etc.).
• Blogging on an ongoing basis in support of your other projects and to attract site visitors through search, social, and our email subscribers.
• Growing our subscriber base by providing them regular, helpful content that’s in-tune with their needs.
• Collaborating with designers, product marketing, sales, and external influencers and industry experts to produce relevant content that meets the needs of both key stakeholders and our audience.
• Convincing others that your creative ideas are worth investing time and effort in. This role is at the core of the marketing team, and others will rely on your work every single day.

Requirements:

• BA/BS degree or equivalent working experience.
• Past experience producing content for the web specifically, as well as channel-specific knowledge (blog, SlideShare, Facebook, Twitter, etc.).
• Past experience building audiences either online or offline.
• A dual-minded approach: You’re highly creative and an excellent writer but can also be process-driven, think scale, and rely on data to make decisions.

Social Media Manager

We’re looking for a social media manager to grow our followers, engage and retain them, and help convert them into leads, customers, and active fans and promoters of our company. You should have command of best practices and trends in social media marketing, enjoy being creative, and understand how to both build and convert a digital audience.

Responsibilities:

• Building and managing the company’s social media profiles and presence, including Facebook, Twitter, LinkedIn, Google+, Pinterest, and potentially additional channels (Snapchat, Instagram, Vine, etc.).
• Creating shareable content appropriate for specific networks.
• Listening and engaging in relevant social discussion about our company, competitors, and/or industry.
• Running regular social promotions and campaigns and track their success, ranging from Twitter chats, to Google+ Hangouts, to LinkedIn conversations.
• Working alongside other marketers and content producers to help distribute content that educates and entertains our audience.
• Driving consistent, relevant traffic and leads from our social network presence.

Requirements:

• BA/BS degree or equivalent work experience.
• Active and well-rounded personal presence on social media, with a command of each network and their best practices.
• Excellent communicator and creative thinker, with an ability to use both data and intuition to inform decisions.   

SEO Specialist

You will be responsible for identifying and executing on opportunities to improve our company’s and our content’s search ranking for key terms.

Responsibilities:

• Managing both on-site and off-site SEO for the company.
• Collaborating with bloggers to create high-quality content around important, relevant terms.
• Managing organic search engine performance and set goals based on traffic, clickthrough rates, and conversions.
• Staying up-to-date with the latest trends and changes with SEO and major search engines.

Requirements:

• BA/BS or equivalent working experience.
• Thorough knowledge of current search ranking and optimization factors, and key algorithm updates.
• Proficient in web analytics and keyword tools.
• Experience with data-driven SEO analysis and optimization.
• Excellent written and oral communication skills.

Designer

Responsible for the creation and maintenance of both our marketing assets and content created to support the product and other marketing goals. From concept through execution, this candidate will improve our user experience by bringing our brand to life and keeping it consistent across all our various touchpoints.

Responsibilities:

• Helping bring new ideas for design and content creation to the team using your expertise and eye for great design.
• Collaborating with long- and short-form writers to help their content come to life.
• Scoping and creating templates for our team to be more efficient in their postings on social media, the blog, email, and other channels.
• Managing other design needs such as presentations, signage, and trade show collateral as needed.

Requirements:

• BA/BS or equivalent working experience.
• Past work either as an in-house designer or at a marketing agency. (We require work samples to apply for this position.)
• Experience designing assets that are mobile-, tablet-, and desktop-friendly.
• Expert in Adobe Creative Suite or similar technologies.
• Knowledge of HTML, CSS, and JavaScript a major plus.

Step 3: Acquiring Proper Content Marketing Tools & Technology

The good thing about content marketing is that once you have the right person (or people) on your team to do it, you've got just about everything you need, save some of the basic tools and technology you need to publish content.

I personally prefer things simple, so I think of content marketing technology solutions in terms of "need it" or "nice to have." Nice-to-have technologies are things like competitive intelligence tools, market research tools, or software that clues you in to real-time trends. Experiment with these on a rolling basis -- most will offer a free trial so you can validate it. But first, make sure you're set up with the core technologies every content marketing team needs.

CMS

At HubSpot, we use ... well, we use HubSpot at HubSpot. It comes with a CMS called the Content Optimization System, which allows you to create and publish content quickly in a format that's web-friendly. Whether you use HubSpot or another CMS, you need some CMS so your content marketing team can easily set up a blog, add blog posts, and add website pages without having to get help from IT or developers.

Analytics 

You'll need some analytics for your website and blog so you can measure your content marketing performance against your goals. Some content marketing teams rely on Google Analytics, others rely on more robust closed-loop solutions that make it easy to tie content marketing activities at the top of the funnel to revenue. I recommend the latter if you want to use metrics to prove the success of your content marketing program so you can secure more budget and grow the team. If you're looking for an easy way to share numbers across your organization, look into DataHero. This tool integrates with the HubSpot software and allows you to track, visualize, and share your analytics through customized dashboards and charts. 

Project Management Software

With the pace of social media and the frequency of blogging, not to mention that many of your content assets will be used across multiple campaigns and teams, a lightweight project management tool is critical. I recommend using a free software called Trello, which helps you organize your content, set deadlines, attach files, and collaborate with multiple teammates. Another great tool for keeping content projects organized from planning to publishing is Zerys -- a content marketing tool with a built-in marketplace of professional writers. 

Design Software 

Visual content plays a big role in the success of a content marketing strategy. We've found that The Adobe Creative Suite will set content marketers up with everything they need to lay out ebooks, design infographics, create social images, etc. The team will find themselves in InDesign, Photoshop, Illustrator, and Acrobat pretty frequently. For a free alternative, try Canva. This lightweight software makes it easy for designers of all levels to create quality visual content -- things like presentations, cover photos, ads etc. 

As I mentioned earlier, these are simply the core technologies you should look for when you're just getting started. As you scale, there are a lot of other tools and software that might be worth investment. 

Step 4: Creating Content

We have the team. We have the technology. Now we have to actually start "doing" the content marketing. In this blog post, we can't cover every manner of sin when it comes to creating content, but we can go over 1) the types of content assets a content marketing team could be creating to demonstrate the breadth of the opportunities available to the content marketing team, and 2) who should be involved in creating those assets.

Blog Posts

Predictably, blog posts are typically written by the bloggers. However, if your team is large enough to have someone dedicated to creating gated assets and premium content -- things like ebooks and tools -- they should also write blog posts to help promote those assets. SEO specialists will also work closely with bloggers, as blog posts are often a company's best opportunity to improve organic search rankings. As such, bloggers should be writing posts that help improve the site's SEO, and drive organic traffic and leads. Their editorial should be informed by keyword research, and optimized for SEO.

Types of Blog Posts to Write:

• How-to - Posts that teach readers how to do something; these typically perform very well in organic search if they align with long-tail search terms.
• List Posts - Curated examples that can be informative, and thus also rather search-friendly, or simply entertaining.
• Thought Leadership - Posts that explain fundamental shifts in an industry, or ask the reader to rethink convention wisdom.
• Newsjacks - Timely content that either reports on industry news, or finds unexpected tie-ins with popular news items.
• Infographics/SlideShares - Blog posts that primarily use visual content to tell a story.

Premium or Gated Assets

Premium or gated assets are typically longer form, and/or more time-intensive pieces that don't exist on a blog. They might be used to generate leads or contacts, or for brand-building purposes. These are typically created by the dedicated long-form content creator if your team is large enough to have one, but sometimes bloggers get involved too, as blog posts are good testing grounds for what performs well and is thus worth investing in.

Types of Premium Assets to Create:

• Ebooks - An incredibly popular format, typically presented as a PDF and redeemed behind a form.
• Research Reports - Often presented as a gated PDF, or an ungated microsite.
• Webinars - Though time-intensive, webinars may feature a guest speaker who brings his or her own audience, which can help broaden the top of the funnel. Recorded versions of webinars can live behind a landing page to extend their lifespan.
• Tools & Templates - Because they're extremely utilitarian in nature, tools and templates often prove to be incredible for long-term lead generation despite the upfront resource-investment required. 

Visual Content

Regardless of team size, it's common for visual content to be created by nearly everyone except, perhaps, the SEO specialist. While designers will do the bulk of the advanced creative work, bloggers, content creators, and social media managers will all get involved in lighter-weight design. Often, designers will also create templates for the writers on the team so they can be more independent -- like creating ebook templates so premium content can be laid out by just about anyone with an InDesign license.

Types of Visual Content to Create:

• Infographics - These can be embedded in blog posts, and shared on social media.
• SlideShares - Some social media managers focus a lot of energy on SlideShare as a channel, and create content exclusively for it. 
• Video - Whether for YouTube or a blog post embed, short videos for the sake of entertainment or education can help you diversify your content portfolio and improve your SEO.

As your content marketing team grows, who creates what content becomes more specialized. But even as the largest team size, a lot of overlap exists between each role, and if it becomes less pronounced in the creation of the content, the opposite is true when it comes to distribution of the content.

Step 5: Distributing Content

Content distribution is what I consider the "marketing arm" of content marketing -- it's all about making sure the content you create gets found by the widest audience possible. This is the step a lot of content marketing teams skip, and I think I have a couple ideas why:

Theory #1: The mere act of publishing content on a regular basis does a lot of the "distribution" work for you -- if you consider search engines a distribution channel. (Which I do, considering how often people use them to find content.) If you create content on a regular basis that's informed by keyword research and optimized for search, Google takes care of the rest of your content distribution plan.

Theory #2: A lot of the content marketing teams are made up of writers, rather than marketers. In my experience, writers are less interested in marketing their content, and more interested in just writing cool stuff. Same goes for designers -- often, they would rather spend time creating something beautiful and functional than marketing it.

Excuses aside, if a content marketing team is stopping short at content distribution, they're only doing half their job. It's content marketing, after all. So let's explore the most valuable channels you have at your disposal for distributing your content.

Search Engines

While it's true Google can do a lot of the distribution work for you, it hinges on making smart decisions with your content strategy. In other words, Google might distribute the content you create, but it might distribute it onto page 32. Your job is to make sure as much content as possible appears as high up on page one as possible. This means your writers should be working closely with your SEO specialist to determine what keywords to go after -- ideally a combination of long tail terms and head terms, at an appropriate level of competitiveness given your domain authority and how aggressively you can go after the terms. Of course, that content should also be optimized for on-page SEO to improve its chances of ranking highly. 

Social Media

The content you create should be shared on the social networks on which you're active. (And if you're not active on any, this is one of the reasons to get started.) Moreover, Google's algorithm considers social signals as one of its most important ranking factors -- socially shared content is a vote of approval, or at the very least importance, so it makes sense Google would consider it when deciding whether a post should rank well in organic search.

Your social media manager should also invest in growing your presence on social networks so that the content you share reaches an ever-growing audience. Consider the amplification of a piece of content shared on a Facebook page with 100,000 fans, versus 1,000 fans. The fans' networks work to help your content spread -- so the larger their networks, the better your content's distribution. 

Email

Email lists are marketer's most treasured assets -- and they're a smart way to drive traffic, conversions, and re-conversions on your content. Invest in growing your blog email subscription list for an incredibly valuable distribution arm alongside your sales lists.

Social Ads & PPC

Digital advertising isn't inherently bad. In fact, targeted spend can help certain pieces of content get unprecedented amplification when you find an efficient CPC. If it seems like this feeds into the initial problem that drove you to content marketing in the first place, consider this use case for paid content distribution:

You've written a blog post that has wide appeal beyond just your target audience. You test promotion of that blog post via a paid Facebook ad, and find that the CPC is lower than your typical paid expenditures, and is driving 40% more site traffic than those typical expenditures. Even so, when you turn off that budget you lose that traffic ... right? Right. But you still received a huge influx of traffic that, even if none of them convert to leads, might have spurred either inbound links or social shares -- both of which will help bolster your SEO.

Promoting every piece of content with paid budget is untenable, but finding opportunities to do it efficiently may help you improve organically, too.

Step 6: Measuring Your Content Marketing

There are a host of metrics to look at when you have a robust analytics solution, but having too many goals to live up to tends to result in prioritization difficulties. I recommend content marketing teams have 2-3 metrics they measure, and perhaps some secondary metrics each sub-team can measure to help understand when there are different levers to pull. Here are my recommendations:

Content Marketing Team

Team-wide, the content marketing team should be focused on site traffic and leads. Leads because they are a top-of-the-funnel metric that can be tied to revenue, and traffic because more visitors mean more conversion opportunities.

Blog

As a major part of any website, and as an asset that lends itself to being a traffic lever, I recommend new blogs measure themselves on traffic and subscribers. As a blog matures and has grown traffic at a predictable rate, fold in a lead generation goal.

Gated Assets

As the assets that were created to generate leads, measure, well, the leads generated per offer. If you're in a very sales-focused company, opportunities influenced is another strong metric.

Social Media

Because the reach of a social network is so critical to the strength of social as a content distribution channel, measure the number of followers/fans on each of your most important social networks.

It's important to do regular reporting -- I recommend monthly -- on each of these metrics so you know where your growth levers lie. Regular reporting also helps you identify negative trends or plateaus early-on so you can address them before they become bigger issues. Most importantly, however, tracking the success of your initiatives makes it easy for you to repeat what works, eliminate what doesn't, and promote the success of your content marketing program so you can justify its expansion, and its seat at the modern marketing table.

http://blog.hubspot.com/marketing/content-marketing-strategy-guide