Effective Strategies for Content Marketing and Influencer Engagement

Calendar-based: When your plan matches your calendar. For example, you start in January, aim to complete your vision in February, establish your goals in March, etc. The deadlines are important, but you can be more flexible.

Theme-based: This is used when your strategy has specific themes that would be logical to deliver together. For example, a new training program and online chat technology.

Business-based: Aligning your strategic plan with the overall business goals.

SMART:

• Specific: It should be clear what needs to be achieved for the action plan to be met.
• Measurable: A clear measure so that everyone involved knows when the plan has to be done.
• Attainable: Setting action plans that are realistic.
• Relevant: The action plan has to be relevant to your goal.
• Time-based: Your action plan needs timeframes.

Push and Pull: Content marketing is the practice of using relevant content to provide value to a target audience with the goal of growing a business. It isn’t push marketing, in which messages are sprayed out at groups of consumers. Rather, it’s a pull strategy; it’s the marketing of attraction.

Traditional and Content Marketing: In a lot of traditional marketing, the goal is to convince people in your audience to make a purchase. Even in longer-term brand-building campaigns that don’t push for a sale immediately, the goal of marketing is still to put your business in front of customers. Instead of touting the benefits of a product, service, or company, content marketing is focused on solving problems. The logic is simple: if you solve people’s problems, you build trust and a long-term relationship. When it comes time to actually make a purchasing decision, they’re going to turn to the people who have been helping with their problems from the beginning. For example, the “Share a Coke” campaign gives everyone a chance to personalize their drink by putting their names on cans and bottles.

Types of Influencers:

• Activist: Influencers who get involved with their communities, political movements, charities, and so on.
• Connected: Influencers who have large social networks.
• Authoritative: Influencers who are looked up to and trusted by others.
• Active Minds: Influencers with multiple and diverse interests.
• Trendsetters: Influencers who tend to be early adopters (or leavers) in markets.