Page 11 - Digital Marketing Resource Book

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should research titles first to ensure that they address the correct stage of the buying cycle and
will resonate with your audience, as well as address key pain points that they are experiencing.

Check out other industry sites, social media accounts and downloadable content to see how
their audiences are connecting with their content. This is usually enough to prompt ideas for
titles that will do well. Make sure that you check how much engagement the content is getting
on each platform and ditch those subjects that don’t get any. Make a list of the subjects that
the audience loves and craft content titles from there, carrying out further research as you go
along.

Do also pay attention to industry conferences, bank holidays and special occasions as these are
ideal for filling holes in your calendar when ideas are running thin.

Monitor, Adjust and Repeat

Once you’re up and running and you’ve set the strategy to work, then it’s time to measure its
success. Study the analytics from your website, social media and any other channels that you’re
using, such as email newsletters.

Pay attention to what’s done well and what’s not really seen any engagement and adjust your
content calendar

to suit. Titles that you’ve already created are not set in stone and if you don’t think that they’ll
do well based on your analytics, then remove them.

Keep a record of everything so that you can then report to the appropriate department or
manager and prove ROI.

A content strategy isn’t necessary for successful content marketing but it does help to prove
ROI and focus your attention so that it’s easier to see what’s working and what’s not.

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Digital Marketing Resource Book