The framework of any structure makes the difference.
Whether a skyscraper lasts for generations or how high an airplane soars – the framework is the key to the success of any project.
If you don’t have solid architectural principles behind your plans, you’re defeated before you even get started.
People constantly talk about the foundations being the most important part of whatever you’re trying to build. This is true, but only part of the picture. Not just the footing, but if the building’s steel girders or interior design are less than optimal, the whole structure can suffer.
The same goes for your marketing plan.
Without a proper content marketing framework, potential clients may fall through the cracks without you even realizing it.
Engaging professional marketing agencies like Kaleidico can help you create the architecture of your content marketing plan, opening the possibilities for your business to tower above the competition.
Let’s talk about the key elements of a content marketing framework and why it’s so essential.
Why You Need a Content Marketing Framework
A content marketing framework gives you the core elements you need to design a scalable and vibrant marketing machine.
Every foray into marketing needs a well-defined strategy from the start. Companies who do a ‘shotgun’ approach (i.e., fire off a bunch of ideas and see what sticks) may find some early successes that peter out.
Frequently, these companies need to start from scratch again to get a proper content marketing framework for long-term solutions.
The three core elements for a successful content marketing framework are: Build Your Strategy, Reach Your Audience, and Proper Execution.
Build Your Content Strategy
Strategizing your content includes pinpointing your audience, the product or service you offer that is the best for them, and how to position your organization as experts. Let your customers know what sets you apart from competitors.
Audience Development Content
First, know who your audience is.
Most companies already have some idea, but the more data you gather about possible clients, the easier it can be to tailor content for them.
Streamline content to fit the specific interests and solutions for potential customers. Any extraneous or irrelevant information is just wasting valuable time and possibly alienating the very people you’re trying to attract.
Product and Service Content
Whether it’s a service or a product you’re offering — let your audience know why it’s the best solution for them.
You’ve worked hard on what you’re offering to the marketplace. You know its value and its usefulness to your audience. Strong content is one of the best instruments to show your company’s offering in the best light.
It isn’t as easy as it sounds. Features that may be obvious to you may need a greater explanation to others. At the same time, it’s just as essential to avoid being patronizing.
Content can range from subtle or blunt, to elegant or coarse. Each approach can be just as effective, but without a seasoned hand to guide your website, you may end up doing more damage than good.
Comparison and Decision Content
It’s best not to have your audience looking elsewhere for comparisons.
Of course, there can always be competitors for your products or services. But the best way to make sure audiences keep away from your rivals is to give them the best information on your own page. The decision to go with your company should be a no-brainer by the time they reach the end of your pitch.
That means one of the most crucial aspects of your content marketing framework can be the content that goes into your final push for a decision.
Your audience needs to make a choice to solve their problem, and it all boils down to how you present your best offer with the best content possible. This can be the difference between clicking the link to buy or not.
Demand Analysis to Reach Your Audience
This is the research portion of developing your framework. You’ll find what your competitors are doing and develop methods for targeting your audience.
Find Your Channels
It’s not enough to know your audience if you don’t know where their attention is focused.
Do you concentrate on keyword and SEO searches to reach them? Do they spend a lot of their time on YouTube? If your audience is 18-29 years old, there’s a 91% chance of ‘yes.’ If they’re over 65, there’s only a 38% chance you’ll reach them.
What about social media, in all its varying forms? Do they do their shopping on Amazon or other sites? These are fundamental questions that need answering.
Having a detailed analysis of your target audience’s social and buying habits can make the job of reaching them that much easier.
It’s crucial to demand as much information about potential customers to accurately calibrate your content marketing framework right from the start.
Build Information Architecture
One of the more valuable applications, a Content Management System (CMS), manages content and allows multiple contributors to create, revise, and publish that content.
The content is frequently stored in a database then displayed in a presentation layer based on several templates. This type of software is widely used even by major government agencies.
This type of application is an example of information architecture, a key component to any content marking framework.
The essential points of interest and facts that relate directly to your audience can make up the core of your sales funnel. Having an architectural system in place, like a CMS, can enable you to place the right details at the right point of the sales experience.
Execute Your Content Marketing
Your research pays off in this step when the content is actually produced. It’s not a task to be taken lightly. Quality content takes effort.
Content Writing and Production
The best goal of any content strategy is to create engaging, meaningful, cohesive, and sustainable content.
Engaging: Grabbing attention with positive, attractive concepts and stories.
Meaningful: Beyond just fluff. Real solutions to real problems.
Cohesive: Content that wholly relates to the overall schema, the larger picture.
Sustainable: Have your content last the test of time. Hopefully, making it as applicable today as it can be years from now.
It’s also important to keep your level of content consistent and flowing.
If you have nothing new to say, it’s likely your audience, as well as the search engines and bots, can look elsewhere for solutions to ever-changing problems.
This is where a content calendar comes into play.
Content Promotion and Distribution
There’s little point in having the best content available if no one can find it.
With a proper content promotion strategy, the links to your value are disseminated to popular and heavily visited areas of the web for the best chance of a return of new leads and customers.
A content distribution strategy is definitely a more targeted approach. A specific list of potential customers delivers the value of your product or service directly to many ideal destinations.
This focused approach can be profitable whether the contacts were generated by the promotion strategy or other lead resources.
Build Your Best Content marketing framework
Download Kaleidico’s free content marketing capabilities deck to learn how to grow your business and generate bigger better sales.
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Schedule a time that works best for you! We’ve got the experience and expertise from multiple clients that boast success stories that could be part of your own history.