Now let's decipher it
Strategy is the foundation of content marketing. Your long-term business goals will determine every aspect of it – the tools you will use, the channels you will promote your content, etc. Plan and study your target audience in detail, and focus on solving specific problems – this is what a content marketing strategy is.
The content is a multi-headed dragon, don't forget about it. There are so many formats you can engage your audience with, like videos, presentations, webinars, texts, infographics, games, etc. Even within the framework of one article, you can combine several forms of information presentation: for example, text + visualization.
There are basic content types that work well for many businesses. Cases, reviews, answers to frequently asked questions, stories of best practice solutions, etc. Pick any and see how you can use a certain type of content to promote your brand on the web and compare which works better for your goals.
Following your long-term goals, you choose the channels you need with which you will promote your content: your website, social networks, video services, the blogosphere, media, and contextual systems.
According to statistics, the use of various metrics will help you measure the effectiveness of your content marketing strategy in numbers. The number of views on the site, the number of unique users, new hits, etc. – use metrics to understand if you are moving in the right direction and how fast.
All of your content should correspond to the main objectives of your business – generating search traffic, increasing sales, or increasing your brand awareness. Stick to this idea no matter what you do to promote your business.
What content is most popular with people? Which one do they like to share? A message that provokes emotions: funny, cool, shocking, sexy, incredible, contradictory, etc. It is easier to win the love of the audience by addressing them with one of the messages provoking emotions. It is the content created using emotional drivers, the content that makes one feel, attracts the most likes and retweets, and the one people will share and recommend.
Create checklists to check your content in detail: whether the article title is optimized for search, whether the text has been proofread, whether the style of the material matches the topic and expectations of the target audience, etc.
In conclusion, it should be noted that The Periodic Table of Content Marketing is certainly far from complete, and the author did not claim to cover such a voluminous topic with just one table. Rather, this is an original experiment, based on which you can create your spreadsheet to display all the points of your content marketing strategy.