How To Start A Successful Content Marketing Campaign From Scratch

By Rich Homer Monday, June 18, 2018
92% of B2B organizations are committed to content marketing

73% say their content are moderately or very successful

(According to The 2018 B2B Content Marketing Benchmarks, Budgets and Trends - an annual report released by Content Marketing Institute and MarketingProfs)

These numbers indicate that content marketing has become an important part in digital marketing campaigns and it’s obvious that only a few organizations are falling behind in their support of content marketing initiatives. Creating high quality content has been the main factor to organizations’ success.

As we know, to produce a successful content marketing campaign is not an easy task, it requires resources, dedication and patience. Failure to provide these factors will lead to misguided efforts, disinterested readership, and a waste of time, money and human resources.

If you are marketers who prepare to launch a marketing campaign, these 7 factors to start a successful content marketing campaign from scratch are exactly what you need to reach your goals.

Once you have applied all the factors in this article, you can count yourselves among marketers that say they are very successful.

1. Define your goals

Content Marketing Campaign Goal

The first thing you need to remember for a successful content marketing campaign is that it must be aligned with your business goals. Also, before you start to consider what types of content you will create, you need to make clear about what you want to achieve with your campaign.

Ask yourself “What would your team like to improve?” and let all subsequent efforts arise from the answer. Here are typical goals that content marketers usually define:

  • Raise brand awareness
  • Build/Increase brand loyalty
  • Educate customers
  • Build connection with readers

Make sure that your goals are always well-constructed. To do this, you can use a common technique that is referred to as making goals “SMART”. “SMART” stands for specific, measurable, attainable, relevant, and time-bound.

2. Define the things nobody has but you

Content Marketing Campaign

One of the most important aspects contributing to the success of your marketing campaign is the identity of content. There are thousands of commercial ads out there with appealing content that try to attack your customers. So if you cannot leave impression will unique topics, customers will soon ignore you.

In order to craft unique content that can draw customers’ attention, you need to focus on customers’ insights to find out what they need and want. Just by providing the market things that others cannot, you will have an unfair advantage against your opponents.

3. Gather your data

Content Marketing Campaign - Gather your data

Most of all successful content marketing campaigns have one of two roles as below:
  • Introduce a new concept, idea, or new story to your audience
  • Repurpose an existing idea into a new format

Whatever you do, you need to gather information to better understand your target audience. The data you gather will help you see a unique perspective of your market and could be done through interviewing customers or using tools that function in measuring content marketing results.

The data will show you what types of content perform best, what time is the most suitable to publish, how people react to your content, and so on. Overall, you will have customers’ insights which help for better content direction. Site’s traffic, Referrers, Time on site, Pages per visit, Bounce rate, Social shares, etc are common data that marketers need to gather.

4. Built your resources

Content Marketing Campaign - Resources

Content marketing also requires financial and human resources. To produce a various types of content which is abundant enough to share with many channels and appeal audience, surely that you will need a budget. Fortunately, research has stated that content marketing costs 62% less than traditional one and generates 3 times as many leads.

There are 2 factors that help to reduce cost:

  • Free and cheap distribution channels
  • The availability of resources

For the first factor, Youtube and social media accounts are free to everyone. While blog and website hosting can require existing web properties which cost money, this is still cheap.
For the second factor, in the content marketing area, your knowledge is your resource. With a little talent in writing and brainstorming ideas, you can generate a process of crafting content and put it to paper.

5. Creating content

Content Marketing Campaign - Creating content

The next step in the process is to establish a content engine. According to a real case, the expected time for a business to make their sites reliable in concern with content is 6-12 months. You need to craft the content in line with our plan. There are some advices for you in the work of creating high quality, efficient content, including:

  • Find the content specialist for each types of content (even if you have to outsource it)
  • Spend time on crafting an addictive headline
  • Creating content that is aligned with your overall strategy

6. Define distribution channels

Content Marketing Campaign - Social Media

Distribution channels in content marketing is the core element to help you succeed. Everything happens just when you hit the “publish button”. However, how to deliver content to the right target audience is always a difficult question to all marketers.

Before your campaign is launched, you have to come up with ideas and have a smart path for accessing your target audience. Think through your internal resources - social networks, newsletter subscribers, press connections, and existing visitors. Consider if you can afford to run ads campaign to promote the important pieces

7. Pay attention to SEO

Content Marketing Campaign SEO

One thing you must keep in mind that always follow up for SEO. Even when you have published your posts successfully on your target platforms, you might still have to do housekeeping to make sure that your keywords have google index.

Many people may post your content but they don’t have any links back to your website, so you need to build as complete a list as possible of all the websites that have published your content. Once you have done, you can analyze every site and ensure that they include links to your website.

You can do this by setting up Google Alerts that email you whenever your blog titles are published or your company’s name is mentioned. Also, you can use services like Followerwonk to keep track of social media mentions.