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10 Essential Elements of the Content Marketing Engine

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https://www.wrike.com/blog/elements-of-a-successful-content-marketing-engine-infographic/ - For those who are trying to build up a well-oiled content engine or for those looking to do a tune up, this infographic provides ten key areas surrounding content marketing that need to be addressed.

Publicado en: Marketing
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10 Essential Elements of the Content Marketing Engine

  1. 1. l l . ESS E NTIAL ELEMENTS OF THE CONTENT ENGINE WHAT'S A CONTENT ENGINE? A content engine is the people, processes and tools that deliver high-quality, targeted and consistent content in a variety of media types, including blog content, webinars, ebooks, infographics, videos and slidesets. IO KEY ELEMENTS EXECUTIVE BUY-IN Your Executives need to "get it" and support your efforts. If they don't, there are plenty of online resources to help you make your case for the benefits of strategic content marketing. STRATEGIC CONTEXT Your content should work with the company's broader strategy and marketing goals. Also, determine the relevant roles, pain points, interests, and desires of the target audience as inputs into your content engine. A CONTENT HUB 99 £92» Typically your website and blog serve as the central hub for your content. The company website has product info, pricing, demos, contact us and other key pages. The main content marketing often starts on your blog and resource pages. Social media, SEO and advertising help spread the content out from there. CONTENT CREATORS All content must be researched, storyboarded, written, and produced. You need people who excel at writing, editing, visualizing, and managing the various pieces of content. Content creators can be a mix of internal and external resources. — DESIGNERS & CONTENT "TECHNICIANS" { Graphic designers, video editors, and infographic and ebook specialists take written content produced by your Content Creators and turn it into art. SOCIAL MEDIA. ADVERTISING. SEO & MARKETING -A AUTOMATION COLLABORATION A Content and social media marketing must work hand-in-hand to create socially shareable work and then to promote it. Similarly, working closely with SEO 8 Advertising will ensure your content gets wide reach. Marketing automation helps you collect info from people who visit your site to send them more content they care about. WORKFLOWS. ASSET MANAGEMENT. & COLLABORATION TOOL O @ For the most efficient content engine, establish processes, timelines, and approval flows to use for every piece of content. A collaboration or project management tool is typically the best way manage these workflows. EDITORIAL CALENDAR CALENDAR 12 3 4 5 6 7 8 911121314 151517 1319 20 21 22 23 24 25 26 27 28 29 3069 :1: The list and description of the created content on a timeline. Create long-term [upcoming holidays, corporate events of interest, big initiatives] and short-term [deadlines for ebooks, webinars, blog posts] views of your content plan. : VOICE & BRAND GUIDELINES — The style, look, and attitude of all content. They express the personality of the company in a way that [hopefully] resonates with prospects and customers. This includes color schemes, font choices, design and language dos/ don'ts. Guidelines make sure your content is consistent and clear for your audience. ANALYTICS ? ‘H Measure the success of your content with analytics. Track how many of your viewers turn into customers or leads, as well as site visitors, social media shares, links from other sites, and search engine traffic from your content. Google Analytics is a good place to start. BROUGHT TO YOU BY WWW. WR| KE. COM

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