Running a business in a digital age requires a strong content marketing strategy, but how well do you organize it? A growing business needs to organize its contents, or it will repeat materials when conducting marketing strategies. Having a proper system for the content organization helps you creating a fresh but targeted material for every campaign.
Avoid the problem in organizing your content by following these three steps.
1. Doing Content Marketing Inventory
Start by doing an inventory of all the contents your business has produced. This process helps in reviewing the success level, detecting flaws and lapses, and checking for possible updates. Several things to notice:
· The Target Audiences (and the Relevance)
Who was the target of your past content? Did they resonate with the intended audiences? Are they still relevant to similar demography in the present times? Are there possibilities to expand the target audiences?
· The Product Details and Their Characteristics
What products did your content promote? What were the main characteristics of the products you flaunted? How did the products follow your business values and goals? Did your content talk about a specific product or your business in general?
· The Competitive Benefits
Did the contents contribute to better competition efforts? Did they provide competitive advantages over other similar businesses? Are there any data you can use to create a benchmark for reviewing your marketing strategy?
· The Owners
Does your business own all the contents? Were there any specific people or departments in the company that created the contents? If you worked with third-party services, did they get proper credits?
Regarding the last point, make sure you have the files of the materials. They must be available as hard and soft copies, depending on the materials you ordered for the contents.
2. Categorizing Contents and Making Plans
Place the content files into three categories: the fresh, the outdated, and the ones that need updates.
· Fresh Contents
These contents are the ones with great competitive benefits. They fulfill the marketing goals and resonate well with the market targets. The contents are also relevant to the current times, and you can still repeat them in future campaigns (with creative changes or twists). They also provide benchmark data to create future marketing campaigns.
· Outdated Contents
Contents become outdated because of several reasons. They may be irrelevant to the current era or even offensive (e.g., old advertisements that rely on ethnic stereotypes or sexist jokes). They may also fall out of trend because of the changing world. Current generations also have different perspectives, which can make your old content stale.
· Contents That Need Updates
These contents have almost all the great potentials to boost sales. However, some factors in them need improvements, from designs to publication tools. You can keep them in special folders and rehash them in the future.
3. Creating New Plans
When making new marketing plans, consider the things that you have and don't have. For example, your business may have used Facebook and Twitter to spread contents. However, have you ever considered making creative video content for YouTube marketing? You must also consider new features in your business' existing social media platforms and use them to your advantage.
If you plan to reuse old, successful contents, consider the investments and resources you have now. Do you have what it takes to replicate past success? Are there any factors that will hinder your marketing plans? Should you partner with third-party services or other businesses to create successful strategies with the contents?
Contents have important roles in successful marketing campaigns. Organizing the contents is important in reviewing your competitive benefits. Make your content marketing strategies successful with a neat content organization and prove how much it will help your business.