If you have been following along in this series you should have some pretty good ideas for your content marketing plan. We’ve worked to simplify the subject throughout this series by addressing: Inbound vs Outbound Marketing; A Social Media Guide; and Making Content Work.
In this final article of a four part series, we are taking a closer look at putting a plan in motion to help you understand how to take advantage of the opportunities in the new world of internet, inbound marketing and social media.
The Editorial Calendar
As our friends at Wiki define it:
“An editorial calendar is used by bloggers, publishers, businesses, and groups to control publication of content across different media, for example, newspaper,magazine, blog, email newsletters, and social media outlets. Traditional print publishers have used editorial calendars in some form for centuries to manage the publication of books, magazines, and newspapers. The internet has dramatically increased the number of publishers who also need to organize content and ensure content is published at regular intervals.”
We recommend creating a simple calendar that incorporates specifics for your business or industry such as holidays, seasonal impact, business activities or industry events. It’s a great way to get your calendar off to a strong start and get your creative juices flowing around content creation.
Monitor And Measure
The best way to know if you are on the right track with your content is to monitor response and measure activity around each post. One simple method is to continually check for comments once a blog article is posted. Be sure to respond to all comments promptly, both positive and negative, and thank them for their input. Another measurement method is to keep track of new and repeat website visits through website analytics. From our blog article on Web Statistics we suggest beginning with this short list of numbers to track:
- Demographics of Your Traffic
- Referred Traffic and Keywords
- Bounce Rates
- Traffic Flow
- Average Time on Page
- Pages and Content Consumed
- Mobile Trends
This list just scratches the surface of the analytics that can be captured and analyzed for your site. And as Peter Drucker once said “What is measured improves.” We agree.
The Bottom Line
Once you understand the basics of inbound marketing and creating your plan it’s time to get rolling. Posting your first blog article and pushing it to your target audience through social media is exciting. But a word of caution – don’t expect an overnight sensation. Inbound marketing takes time. It’s a marathon, not a sprint. Think of it as the planting stage where you put seeds in the ground and wait for them to sprout. Expect that it will take time to first build a following then to build trust with them. And we would be remiss if we didn’t mention that at Evolve Systems we offer a variety of marketing support plans that include online marketing, blog writing, social media and website management.
So what did you think of this article series? Was it helpful? Give us some feedback on below – we’d love to hear from you!