Content development is considered one of the important foundations of any online marketing effort. After all, it is the primary means of connecting with your target customers. However it can also be one of the most difficult, as you need to be constantly on top in order to ensure that it delivers. As such, here are some important tips to help manage your efforts.
Setting the timing right
One of the most important aspects of content creation is to know the right time when to release your materials. Even meticulously written content would not be able to maximize its effectiveness if it is not read by its intended audience at the right moment.
Here, marketer Jay Brokamp says that, in order to hit the right period to publish, your content marketing department needs to closely work with your sales department. He explains that, as the sales team is the one interacting with customers more regularly, they will be able to tell which content messages are actually delivering positive returns. Such information will be indispensable for your content department, so make sure that these two are closely in touch with each other.
Closely related to the above, it is also crucial that you align your content scheduling with the business’ sales cycle. The launch of a new product, for instance, must be matched with content that not only promotes it, but also provides more information about its usage. Once the product has gained an initial share of the market, your content then needs to shift into providing support to those who have already made the purchase.
Finding ways to improve delivery
As is with the timing, an effective content development effort must also be able to bring in content through the best means available. As it is, there are a lot of different channels available for you to deliver your content through. However, while it might be tempting, going after all of those channels can ultimately bog down your work. As such, it would be best for you to carefully select only those that can really reach your target audience.
And to get the most out of these channels, Lee Odden says that it is important for you to connect each of these into a content distribution network. Here, he says that, even though your content will be published online most of the time, it would still be helpful to add offline channels to your network. These offline channels will help you extend your reach to audiences even outside the web.
Cutting down on cost
While it is not advisable to short-change your content marketing budget, there are still some ways you can reduce the cost of creating and publishing content. One particularly good way to do this is by conducting a thorough audit of all the content made for the business. From there, you will be able to get a good picture of those that have already been created, as well as those that can be used again for newer content.
Heidi Cohen also advises that it will be helpful for you to treat each of the communications between the business and its target audience as a ground for content marketing. This will help you reach them more easily and convey your message better without having to uses resources to generate additional content.
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