What's Your Content Worth? A 5-Step Strategy to Drive Your Content Currency


It all starts with a goal. Whether you seek to generate demand or brand awareness, grow your social networks or something else, an integrated content marketing strategy will be the key driver that will allow you to reach your desired state.

For many of us navigating the digital marketing landscape, developing compelling content takes time and money. Since these are resources many companies don’t have the luxury to afford, a sound strategy is worth its weight in gold.

  1. Determine your brand message.

    • Identify buyer personas and their business problems
    • Link company solutions to buyer problems
  1. Map out the buyer journey, ensuring a clear path to your goal.

    • Message -> content -> channel -> goal.
  1. Create and curate content. Create or repurpose compelling content assets that communicate the message in a variety of mediums, including:

    • White papers, datasheets
    • Flyers, brochures
    • Blog posts
    • Banner ads
    • Infographics
    • Videos
    • Slideshows
    • Email templates, newsletters, etc.
  1. Determine your channels and promotion timeline. Use an editorial calendar to assign team roles, responsibilities, and manage the promotion schedule.

    • Search (ppc/organic)
    • Email (automate and schedule)
    • Social (influencer marketing)
    • Events (hosted, third-party, webinars)
  1. Execute and report: Evaluate campaign performance, improve and repeat.

    • Engagement metrics

      • Search (cost per click, bounce rate, etc.)
      • Email (open rate, clicks, forwards, etc.)
      • Social (Likes, shares, mentions, etc.)
      • Events (Registrants, attendees, feedback, etc.)

Executed well, your content currency will be valued higher than your competitors and you’ll see a positive return on your marketing investment.

Questions, thoughts, or something I missed? Feel free to reach out.

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