What You Should Know About Publishing
According to Content Marketing Institute, 92% of marketers said their organisation views content as a business asset while 46% of marketers said their organisation has documented strategy for managing content as a business asset. According to LinkedIn Technology Marketing Community, 72% of marketers have a content strategy in place, 30% have documented strategy and 42% have a non-documented strategy. In addition, this community gives 3 things that make content very effective which include engaging and compelling storytelling, audience relevance and also triggering action/response.
According to Curata, 42% of companies have their top management executive being responsible for content publishing strategy. In addition, there are skills that are missing in our today’s content publishing which include: content creation, content marketing leadership, promotion, performance management orientation and also content expertise. LinkedIn Technology Marketing Community says there are 5 top areas responsible for creating content which includes corporate marketing, public relations, product marketing, consultant agency, and content experts department.
Some of the content marketing tactics include blogging, social media and case studies. Research shows that long form blog post generates more leads compared to short blogs. Some of the types used in social media marketing include visual assets, blogging, live videos, and podcasts. In the United States, more than 81% of shoppers conduct online searches before coming up with the purchase decision this is according to a study done in 2014. 34% of them do their research on search engines while 44% of them go to those sites set for selling various goods and services. As a matter of fact, in 2015, mobile commerce makes up to 30% of all the United States e-commerce. Let’s see how you can create an optimised content publishing.
Steps to Creation of an Optimised Content Publishing
Various companies are prepared and others are getting prepared to meet the emerging digital information needs of their customers. Content publishing aims at:
- Driving sales and leads of your organization
- Engaging customers or buyers and influencers
- Boosting brand awareness
In these steps, you will realize and learn how to move to maturity in content publishing. The steps are as follows:
#Step 1 Come up with Topics of Interest
Getting the most relevant topic to your customers enables them to get the required answers and encourage them to come again. Map customer‘s interests, needs, and goals. Let your topics be related to the products you are offering. Do your research on the net to know the keywords you are going to use to match the search they are doing.
#Step 2 Creation of Content Categories
Provide topics to your categories e.g. ongoing series, events, breaking headlines, promotions, gifts corner etc.
#Step 3 Assigning Content Types
This varies from your target audience, their goals, interests and their stage of buying cycle. You can put various articles, videos, images etc. but must be relevant to your customers.
#Step 4 Establish a Timeline
Do some regular publishing schedules
#Step 5 Make a Chart for your Publishing Schedule
This builds consistency in your work.
#Step 6 Bring in other Marketing Plans on Board
Integrate offline and online communication tools; also check for published contents by other departments
#Step 7 Keep on With the Process
What are some of the challenges in content publishing?
Challenges of Content Publishing
There are various challenges that come along with content publishing which include:
- Lack of time/bandwidth to create content which constitutes about 51%
- Producing enough content volume is quite a challenge which constitutes 50%
- Failure to produce a truly engaging content
- It’s hard to measure the content effectiveness
- It’s hard to develop consistent content strategy