Content Marketing doesn’t have to be a challenge

Make the most of what you already have.

It’s difficult in today’s digital marketing landscape to not have a content marketing strategy. For many years marketers have worked with content, but since the arrival of Social Media, the idea of Content Marketing has, for some companies, meant the addition of specialist content marketers.

Click above to access a copy of this Oracle Marketing Cloud white paper.

In the beginning...

…was the word, and the word became a white paper. But then came social media and world of video content and YouTube dominated the landscape. Content marketing, for most organisations means the there’s a need to graduate from the white paper or least to modify the way white papers are produced and distributed.

It’s rare that a 14 page white paper will be digested by people. I’m fortunate that in my role at work, Oracle Marketing Cloud produces a never ending supply of white papers. These are often produced in consultation with leading industry bodies and thought leaders e.g. Forrester Research and others.

In some cases we “recycle” these white papers and offer them as a single piece. However, there is often a good reason to break these papers down or “chunk down” the information and offer them in a drip feed fashion. These become great content for a nurturing campaign.

2015 is the year of Content Marketing

I got back to work on the 8th of January this year and I’ve almost been in back-to-back meetings since. That’s one reason this is my first blog post for 2015. A good portion of my time so far this year has been spent with a couple of clients helping them with their content marketing strategy.

Last week a key client and I met with their agency, Ogily. We spent two hours brainstorming and pulling apart a key content marketing campaign they’ve been working on for about six months.

In meetings like this, my role is to strike the balance between “awesome and amazing” ideas from the agency and what Eloqua can do. In most cases Eloqua can do just about anything the agency comes up with. More often than not, the advice I give is more about how to exploit Eloqua making sure the way we go about something will give the best possible customer experience.

The Periodic Table of Content Marketing

The image at the top of this blog post is a document prepared by eConsultancy. Click here to view the original blog post by Chris Lake from eConsultancy, it’s a great candidate to be printed and stuck on your office wall.

I find it serves as a great reminder of the various steps we need to think about as we prepare our Content Marketing Strategy. It’s full of prompts and ideas. Lake walks you through 8 key areas he believes you should focus on.

They are:

  1. Strategy
  2. Format
  3. Content Type
  4. Platform
  5. Metrics
  6. Goals
  7. Sharing Triggers
  8. Checklist

Do you have any processes or tools that use to help you with your content marketing? You may be part of a larger team or perhaps a lone marketer trying to do everything.

Feel free to comment below and share you ideas.

Some tips from Lake

Lake added the following as footnotes to help provide some background to the periodic table:

  • I have largely numbered the table vertically, rather than horizontally, as it makes more sense to me to do it that way.
  • There may be a little duplication here and there. Forgive me.
  • I haven’t included certain things, such as podcasts, pretty much because I don’t use them. They may be valuable for your business, so by all means add them (I’ve left a little space here and there).
  • I have included the likes of Hacker News because they appeal to our business. You may have your own alternatives.
  • Some elements could live in multiple categories.
  • I designed this in Excel the day after a wine tasting event, so it is a little bit lo-fi. If there is any demand for wall charts or mouse mats then I shall hire a designer to polish it up.