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Practice Management > Marketing and Communications > Social Media

Content: Your secret marketing weapon

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By now, you probably understand the value and importance of content marketing. This form of marketing involves creating and distributing relevant content, using online frameworks such as websites, social networks, blogs, white papers, videos, e-zines, e-newsletters, etc. But perhaps you’re struggling to find the motivation and time necessary to keep up with a long-term content strategy.

Here are some strategies to help you plan and stay on top of your content marketing goals:

Curate. Take time to curate content and explore new, interesting ideas. Use content-curation tools such as Feedly, Pocket or Evernote to help you easily discover, track and locate the articles, videos and other relevant content your clients appreciate.

Share. Use social-media sharing tools such as Buffer, PostPlanner, Hootsuite or SendSocialMedia, which allow you to find and post to your social platforms directly from your Internet browser, saving you time and effort.

Organize. Implementing your content strategy can be fraught with challenges and requires an understanding of content creation and an established pattern of interaction between all members of the team. A strong team should include a content strategist, developer, copywriter, designer and SEO expert.

Assign. Give the primary responsibility for content to a single project manager who will assign duties, provide oversight and ensure quality-control standards and deadlines are met.

Develop. Your content strategy should include target audience demographics, a primary message, secondary or tertiary messages, a compelling offer or “hook,” calls to action and multiple methods of delivery (i.e., blogs, social network posts, graphics, videos, webinars, articles, white papers, resource guides, etc.).

Evaluate. Periodically review the progress of your efforts and tackle issues that come to light. Meet with your team to refine your plan as needed.

If you lack the resources to do your own content marketing, consider outsourcing the job. This option eliminates the need to hire, train, supervise and compensate an entire digital marketing team while still delivering results. 

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