Step One: Define Goals
Before you start creating content, it's important to know what you want to achieve by creating a campaign. An example could be that a company is introducing a new feature. The campaign around this feature—and more importantly its benefits—could have goals of raising awareness, more engagement on social media, and generating inquiries about it.
It is good practice to mention your goals in the description of your campaign while creating your campaign. Learn more.
Step Two: Decide who's the audience you're targeting
Understanding who your target audience is and what matters to them is crucial for a successful campaign. For example, is your target audience existing customers that you want to upsell, do you want to increase customer retention or increase new sales?
The audience and intended tone of voice is typically also mentioned in the description of the campaign. Learn more.
Step Three: Identify how to measure your success
It's important to identify metrics that will show the success or failure of your campaign. For example, with a new feature release, your campaign could be successful if you see a 15% increase in leads or a 30% increase of followers.
Click here to learn how to use custom fields to track your success
Step Four: Decide the type and the amount of content you want to create
At this stage you need to decide what content you'll have to create or repurpose. This is a great time to start using your campaigns content calendar to start planning and creating content. Once you've filled in the calendar, this should help give your team a clear overview of every asset and tactic that needs to be published and on what day.
We suggest to use the content calendar for planning your content. This can be done in the general calendar or directly in the calendar specific to your campaign. Learn more.
Step Five: Pick Topics and Identify Keywords for your stories/articles
At the stage, we suggest to start looking at keywords that offer good opportunities based on volume, competition, and relevance. The keywords should be something that your target audience is actively searching for online. Also, there are various tools that you can use. For example find out what's popular on buzzsumo.
While planning your stories, you can already add a main keyword to your article and summarise the topic and goal in the editorial brief. Learn more.
Step Six: Distribute and promote your campaign
After creating your content marketing campaign, the next step is to promote it to all your channels. There are more than 85 million blog posts published on Wordpress every month. So make sure you get your content out! The more channels you publish on, the more chances you have that people will actually see your content.
Step eight: Measure your content marketing campaign
Once all your content is created and published, it's time to review your campaign. For example, does each piece of content support your campaign's goals, or have you reached your KPI's?
Once you've published your content, learn how to track the overall progress and publishing stats. Learn more.
📚 Next steps?