5 Steps to create a successful content marketing program

Content Marketing can improve organic search, word of mouth marketing and earned media placements. Reaping those benefits depends on building a content strategy that consistently delivers high-quality, relevant stories to your audiences.
But where do you begin? Here are five steps to get you started.

Define Your Objectives And KPIs

Without clear goals and metrics to measure success, you cannot fully evaluate and improve your content marketing efforts over time. Leading marketing organizations go beyond vanity metrics such as likes and standard metrics like leads and sales, they look at metrics that measure how their marketing efforts are developing deeper relationships with customers and impacting overall business objectives, such as cost savings, productivity improvement and risk management.

Define Audience And Channels

The rise of social media has made consumers more segmented across the web, with their attention split across multiple channels that fit their media preferences and needs. To be able to capture and earn consumer attention, you need to find out where your target audience is spending their time. And since each platform serves a unique audience base, you also need to identify the content that caters to that specific group.
To do so, you need to go beyond traditional demographics like age, geography and income, and ask yourself what sort of challenges, motivators and behaviors individuals in your target audience have in common.

Tell the right story

At this stage of your content marketing efforts, it is important to begin with your target group’s needs, rather than your own. This is the crucial difference between content marketing and traditional marketing. To create and publish content about your products and services is to anticipate events. Remember to produce content for all the different personae that you have created and remember also to create content for the various steps of the customer journey. And never forget that content must be interesting, relevant and engaging for the recipient!

Promote your content in a variety of ways

You can create the best content in the world but if you don’t tell anyone about it, it will be much less successful. Consider paid promotion to a targeted audience, reach out to influencers on the topic, post on social media outlets and participate in discussions. In addition, allow people to subscribe to your posts, email your leads a digest of your content that may be useful to them. Your story is unique, and so too will be your method for telling it. How do we converse? Who can help us? Find tools and programs online to help you transform your company into a publishing company.


Your content is now a conversation – a story that needs an audience to respond. A key element of your framework that needs to be nurtured is a connection to, and conversations with, your consumers. Measure at the beginning, middle and end. What’s working? What isn’t? And what do you need to do to make it work next time? You’ll want to establish a system for monitoring and reporting the results of your activities in a way that makes sense to you and your stakeholders.
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