Plan (define your objectives and identify your strategies)

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We are all aware that content marketing is on the rise. You can tell just by the number of buzzwords that have been thrown around: sticky content, snackable content, engagement, content curation, etc. In the midst of such a popular marketing strategy, it is easy to get carried away by this trend. In addition, it is essential for companies to start learning the art of creating and maintaining a Content Marketing team in order to adapt to the demands of new markets.

But let’s get one thing straight: “content” is not a buzzword, it’s the future of your business.

Not convinced? Then consider the fact fast food email list that 61% of people feel better about a company that delivers custom content, and are more likely to buy from that company, according to research conducted by the Customer Content Council with Roper Affairs .

content marketing team

However, as the content market continues to grow, marketing teams and small businesses are struggling to meet the demands of their consumers and produce high-quality content in large quantities. Many businesses have decided to scale content by creating a Content Marketing team—which is great. However, we’ve heard from many businesses over the past few months who have asked, “How exactly do we build and maintain a Content Marketing team?” Well, there are generally four steps:

Create a Team
Train
Monitor and follow up


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Define your Goals and Identify your Strategies
We can’t stress this enough: don’t skip this step! One of the biggest complaints with brands is that all their enthusiasm for the “content creation” process is often rushed, resulting in companies churning out content without any idea why they’re doing it, who their audience is, or what their audience is interested in.

So, before you build a Content Marketing team, answer these basic questions:

What do we want our content to achieve? (Goals)
How can we do it effectively? (Strategies)
What do we want our content to achieve?
This isn’t a difficult decision – you want your content to get you customers, right? More specifically, you want your content to move customers through the conversion funnel until they actually convert. That should be the underlying goal of any content strategy – but of course, you’ll need to come up with other goals specific to your business together with your content marketing team. Here are a few examples of goals you might have:

Increase your loyal/repeat customer base
Increase your brand's reputation as an industry expert
Build relationships and partnerships with industry influencers
Increase customer engagement.
Attract new customers to your site
Decrease bounce rate
Whatever goals you choose, keep in mind that they need to be measurable with hard or soft metrics.

[Tweet “Our content must move customers through the #ConversionFunnel”]

How can we do that effectively?
Obviously the strategies you implement will be specific to your goals. However, there are a few strategies you can use to achieve the goal we should all have as content marketers: content should move customers through the conversion funnel until they reach their conversion.