Stages of Content Marketing Development

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It is very important to decide how exactly we will tell potential buyers about the product.

#1 Blog on your website
You can post useful content on your corporate blog, Twitter, or YouTube channel. It is important not to get carried away with self-promotion. The necessary information on a corporate healthcare email list website should be at least 80%.

For every four interesting articles, there can be a small note about your new product, and ideally even less. Get used to the idea that the corporate blog will no longer be a blog about the company, but will turn into a resource for customers.

At best, employees should write useful content for the corporate blog or Twitter 1-2 articles per week. Consider that you have almost achieved success if the project manager controls the on-call process.

But remember that for a corporate blog, you should not involve outside experts. The only exceptions may be special projects. True, effective content marketing starts on independent platforms.

#2 External platforms
The first thing companies do after writing materials for a corporate blog is to start creating articles for third-party resources. It doesn’t matter whether you can place this information for a fee or not. The main thing is that your content is not advertising. Create only useful text and video content. In short, only what the reader will want to add to bookmarks.

Find websites, blogs and media that your clients read, develop interesting topics for them, guided by the purpose and objectives of your marketing materials, and post them. Be sure to involve a competent specialist of the company who would answer questions in the comments to the article.

To achieve a commercial effect, it is necessary to mention the company either with the author (Sergey Sidorov, CEO of such and such organization, website address) or at the end of the article under the line. Never mix hidden advertising into information useful for readers - this will give a bad effect. So be careful.

As soon as the client understands that you want to secretly "palm off" something on him, he will stop trusting you. And lack of trust is worse than ignorance.

#3 Own content project
After six months, when writing materials for the corporate blog and media becomes routine, you will face a problem: the content lives very little in them. It will seem as if it is “for one time”, despite its continued relevance.

Own content project

At the same time, you will already see the results of your marketing activities. You will have loyal customers and brand advocates. You will see that the buyers you dreamed of will start coming. This means that you are doing the right thing. It is time to move on to the next stage.

Create your own independent platform where all your old and new content will be presented in a convenient format. As a simple example, we will give a corporate blog that turns into an independent project:

Previously: A blog on a company's website with tags, subscriptions, and comments. Title: "Company Blog," 20% of posts about their own products.

Now: a blog at a separate address, where there are headings and topics, a section "Best articles". At the end of each material, similar texts are displayed, readers are offered to familiarize themselves with materials on the same topic.

The blog has a new name, and this name is not directly related to the company. It contains 95% useful information. At the same time, your products and services are mentioned quite rarely. At the end of all pages, the company logo and a link to your site are placed.

If you post content using ready-made relevant applications (Wordpress, Muwabl Type), then developing such a resource is a matter of one day.

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The materials from the blog and all articles posted on third-party resources are transferred to the new independent site. It is supplemented with new headings, images, and other links are built between the articles. Marketing materials are designed differently, but very decently. All fresh content is printed immediately on this site.

Information about the new site appears in the blog and on the main page of the corporate resource.

In this form, you can buy visitors to the new site by advertising the site on thematic platforms.

What is important is that both you and outside experts can now create content for this resource. It becomes more valuable. This is facilitated by both your experience and the intelligence and training of your colleagues in the business sphere.

Maintaining the functioning of an independent site is a labor-intensive process. Therefore, it is better to entrust this to a manager, perhaps someone who has previously worked on a corporate blog.

This specialist, as before, will have to control that one publication is published once a week (instead of a blog), work with experts, buy advertising and, perhaps, expand the site's sphere of influence on social networks. If there are enough clients, you may want to sell advertising through your site and eventually make it self-sufficient.

First of all, thanks to the new site you will be able to effectively promote your products or services. To connect it with the company, links to the corporate resource should be placed next to the authors of the materials. In the footer of the site, write that it is a project of your organization.