( read 5 min)

What makes Content Marketing work?

By Radmila Milenkovich on October 27, 2016

Content Marketing is booming! Are you succeeding with it? I would like to share the 6 key elements that I find most important for making content marketing work wonders for your business. Sure, lists like this are found everywhere online, but the trigger that can make or break a strategy is what connects the dots - and make it work in practice.

These are the six elements that form the base of a successful content marketing strategy:

  1. The Target Persona – first define who are you talking to. This is not necessarily your potential customer but anyone you would like to be exposed to your content. Also clearly define the action you want them to take.
  2. The Brand Persona – define who you are. A content strategy should have a consistent tone-of-voice that is in balance with your identity and brand guidelines.
  3. The Channel – define where you meet your target persona. Think outside the box, and go beyond the pop and obvious channels - think of exactly where your audience hangs out. Don’t be on Facebook just because... Have a purpose and a reason behind your choice.
  4. The Partners – define who can assist you with content creation and promotion. Think agencies, guest bloggers, and existing business partners. Revise this list regularly.
  5. The Influencers in the Field – define who the key figures in your industry are. Find the 'celebrities' that can positively influence your brand. Keep in mind that they must share your brand values and vision.
  6. The Internal Work – align your own team with your strategy. Your employees are your most important brand ambassadors and your primary source for content. Empower them so that they can communicate your brand identity in an authentic and persuasive way.

From experience I find these the fundamental elements in a successful content marketing strategy. But it can all break if you don't put them together in the right way. How can you avoid the rookie mistake of working day and night on numerous individual activities, and never connecting the dots to paint a beautiful, consistent, brand-experience for your market?

Your work must include two pillars: (1) great communication and (2) state of the art content management.

  1. The No 1 deal-breaker for a content marketing strategy is lack of internal communication. You must move fast in this business, and your tools must support that. I could not have done my job without both Slack for messaging and Confluence for content creating, editing, and review. Make sure your own team and all external partners are proficient with these tools.
  2. Secondly, you need state of the art content management. Obviously you need a great Web CMS to publish your content. But you're now regularly posting to Instagram, Facebook, Twitter, LinkedIn, and your website may no longer be the most important platform. You may be happy sharing originals through Dropbox today, but as your content repository grows, it may be overwhelming to maintain control. A Digital Asset Management will keep track of all your originals, and help you quickly repurpose it for various channels. Most importantly, a DAM's visual approach helps you see that all your visual materials are consistent and in line with your brand identity guidelines.

Using Conflunce or a headless CMS for text content management, combined with a Digital Asset Management system for your visuals, will help your team maintain overview, and quickly adapt and publish content to new channels.

To learn more about these tools, read about the key differences between Dropbox and a DAM, or industry expert Elizabeth Keathleys input on choosing a DAM.

I'm looking forward to sharing more tips that will help you succeed with your content marketing strategy in the future, so subscribe to this blog to be notified when I post new tips and tricks.