Any content that the Company publishes or distributes online may be considered a marketing resource. However, to ensure that the content is actually helping brands achieve their marketing goals by creating entry points for their sales and marketing channels, it's important that the company's agency partners or team members marketers to internally evaluate the impact of content so that strategies can be refined and can be refined and improved. can
To learn how to tailor a content strategy to help achieve their strategic goals, companies often compare the results of their efforts against those of their competitors and analyze key metrics to determine how their content is performing in comparison. Forbes agency board members are well-versed in content curation and analysis. Here, 15 members looking to keep up with the competition in the content game share their top tips for becoming a trusted authority voice and increasing reach and organic traffic.
1. First understand your goal or goals
First, understand your goals or objectives. Are you using content to improve your organic rankings? Or do you want to increase your lead quality? Different content is used to achieve different results. When you know what your end goal is, you can plan your content, analyze its performance, and iterate based on performance metrics. - Justin Buckley, ATTN agent
2. Review and inventory your content
Content reviews and content inventories are standard processes for strategic communication, both visual and narrative. This allows your team to catalog everything in an easy to understand form. These key steps can help the information architecture and communications infrastructure maintain form and function in line with the brand by identifying gaps in areas that need to be expanded or revised. - Goran Pon, artistic version
3. Write down your goals
Write down the goals you want to achieve with your content marketing efforts and then look at the metrics. The question is whether your content will help you do that. If so, continue. Look at your weaknesses, correct them, but stay on the right path. If not, change your strategy. That's the only thing you need to worry about. - Solomon Timothy, OneIMS
4. Set a goal for each content category
With each piece of content, ask yourself, "Will this get us closer to our goal?" Some content is designed to inform web visitors and move them along the funnel, while other content is informative and designed to attract newsletter subscriptions. However, if there is no intent to measure the content, then the content (or intent) must be reassessed and revised. - Bernard May, The National Position
The Forbes Agency Board is an invitation-only community for successful PR, media strategy, creative agency and advertising professionals. What do I qualify for?
5. Create a framework for content creation
Build a complete content framework to create. The framework should be broad enough to allow labeling of all content within it, but narrow enough to combine different categories for measurement and comparison. The multiple layers within the framework allow organizations to accurately assess where content is needed and what type of content will be most effective. - Donna Robinson, Collective Action
6. Focus on harder engagement metrics.
Focus on more sophisticated engagement metrics: shares, saves and profile visits. The choice is large, but very basic. Reach and views depend on how well you execute the algorithm, which is important, but not an accurate measure of the effectiveness of your content. Profile share, retention and visit metrics show what content is relevant and valuable, in other words, effective as irrelevant content is not shared, saved or searched for during profile visits. - Michael Parris, Dent Agency LLC
7. Prepare for a surprise
The worst thing you can do is plan your content without leaving room for last-minute changes to keep up with market trends. What is popular today may be out of fashion tomorrow! Therefore, building a solid database of evergreen content is essential, reserving resources to create new trending posts or revise existing posts for better reach. - Ajay Prasad, GMR Online Team
8. Make sure all key messages are consistent
Make sure all of your key messages and content are consistent across the board (websites, social media, expert headlines, etc.). Make sure your purpose is clear and that all keywords and calls to action are in the Standard and About sections. Make sure your social media profiles and bio sections reflect your overall mission, tagline and content – keep it simple, concise and clear. - Jessica Kopach, JKO Agency
9. Bring each team to the table
Content analysis should not be done in silos. Each team brings a valuable piece of the puzzle to the management and analysis process. The SEO team measures unique page views, time spent on page, and the quality and quantity of links generated; The sales team educates content creators about the type of information customers need; And content strategists organize each piece of the puzzle to fill in the gaps. - Jonathan Schwartz, The Bullseye Strategy
10. Make sure your content resonates with your audience
The most important thing is that your content engages your audience. Many companies overcomplicate content and spend hours deciding on themes, layouts and colors, but don't take the time to really understand their audience and create content that motivates them to take action. If your content isn't getting enough engagement, go back to basics and try to get to know your audience better. - Anastasia Cecchetto, dominant ass
11. Make sure all content leads to your brand
The best advice I can give is to review each piece of content in your library and ask, "Is that piece of content our brand or ours?" It does not do both. Content that mentions your brand doesn't help you build credibility, authority or trust. If you're not sure, it's a good idea to hire a strategist to review your content and provide effective feedback. - Beth Newton, Alpha | Good boy
12. Focus on less addictive results and higher quality content
Let's face it, many businesses spend thousands of dollars on a single piece of content only to find it does nothing in terms of conversions or page views. Therefore, to scale your content marketing, it is imperative to focus on low-hanging fruit and high-quality content, such as: B. Profit-oriented calculators, Brand A vs. Brand B content comparisons and product cost arguments. - Yan Zhang, dear XYZ
13. Do it consistently and reflexively
As a small advocacy-oriented PR company, we've built transparent systems at the core. Encourage your employees to provide feedback and suggestions on how to improve standard workflows, potential new revenue streams, and of course the original content you create every day. A company is safer and more individualistic when each team member can own and show his presence. - Evan Neeson, Neesonco
14. Determine what actions you want your audience to take
The best way I've found to curate and analyze business content is to first determine what actions you want your audience to take. Then create content that makes it easy to take those actions. Also, it's best not to try to do everything at once. Focus on specific channels that fit your strategy. - Roger Harney, near Madison Avenue
15. See Creative Brand and Creative Performance separately
Separate brand creative (linear TV, connected TV, YouTube, website, email, organic social) from performance marketing creative (Facebook, Google, Pinterest, TikTok, direct mail) and define different KPIs for each. Often these concepts compete as brands look at impressions and engagement, while performance-based creatives look at cost, click-through rates, conversion rates, return on ad spend, etc. -Tucker Matheson, Markasi
