Succeeding with content marketing requires a consistent publishing schedule. You need to have your articles mapped out and a clear direction as to where you’re heading.
The Only 10 Ways to Make Money From Content Marketing
In September at Content Marketing World, Robert Rose and I will launch our (combined) sixth book called Killing Marketing. The core principle is that we’ve been misusing the marketing function for years. Marketing, in its truest form, was actually meant to be a profit center.
While Robert and I were doing our research for the book, we looked into successful new media companies as well as enterprises that have seen benefits from a content marketing approach. What we found, to our pleasant surprise, is that the revenue model for both media companies and product brands is EXACTLY the same. Now, we may perceive The New York Times and Cisco Systems as completely different companies, but the content-first business models behind them are more alike than different.
The fruits of this research produced (among other things) what you see below, tentatively called the Media Marketing Revenue Model. Basically, any organization that builds an audience from its content can generate revenue (and profits) in 10 different ways. Although we go into quite a bit of detail on this in the book, here’s an overview for you to consider.
What is Content Strategy?
Content strategy refers to the creation and management of digital media to achieve specific business goals. This can include written, audio, and even video content.
Overall, the goal of your content creation strategy is to bring your company measurable results. Whether that’s related to more visitors, greater brand awareness, or more customers in your sales pipeline.
Why Marketers Need to Create a Content Marketing Strategy
If you can create just one blog post that gets a steady amount of organic traffic, an embedded link to an e-book or free tool will continue generating leads for you as time goes on — long after you click "Publish."
The reliable source of traffic and leads from your evergreen content will give you the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content.
Step 3: Confront the brutal facts.
Being honest with yourself may be challenging for you. In order to make your content marketing strategy a success, you need to face the facts. Even if you think a content piece you’ve created rocks, your target audience may not find it useful at all.
Don’t let that get you down, though. Being honest not only helps you come up with better content ideas, but honesty will also help save you time. If you blindly create content and share it without thinking about its effectiveness, you only waste your time and energy on something that won’t work for your vision.
Be honest with your situation right now. Do you have content ready? Do you know exactly what you want to do for your content marketing? Do you have content created by other people you’ve hired, but it’s not any good? Know where you’re at with content marketing, and figure out what you need to do to move forward.
The final word on the importance of having a content strategy…
You need to create a vision for your blog, and you need to ensure that you’re producing quality content consistently. You need to have the end goal in mind to make your blog successful.