Developing a content marketing strategy that puts your brand in front of potential customers should be at the top of your list of marketing to-dos. Because, as they say, content is king. It is the cornerstone of everything in today’s marketing world. And though it may seem challenging (even grueling), taking the time to create a solid, well-thought-out strategy will dramatically reduce your workload down the road and make your program that much more effective.
The PESO communications model provides a framework for shaping your content marketing strategy. Created by Spin Sucks founder Gini Dietrich, PESO stands for Paid, Earned, Shared, and Owned media, and defines the different channels your business can use to reach customers with your content.
Paid Media: Includes anything paid for, such as sponsored posts, search engine advertising such as Google AdWords, Twitter or Facebook ads, and banner ads.
Owned Media: This is original content that you own and resides on your website and social media accounts, including blog posts, online videos, eBooks, shareable images, webinars, white papers, and podcasts.
Shared Media: This includes content and engagement on your social media platforms.
Earned Media: This is what we know as PR or media relations, and includes media coverage, blogger and influencer reviews, radio and TV interviews, and op-eds.
Each channel has a significant role in your overall content program, ensuring that it produces the measurable results to meet your business objectives and help your brand grow.
Defining Your Goals
The goals for your content marketing strategy should be clearly-defined from the beginning, and serve your company’s overall business goals. Whether the goal is to attract new customers, build awareness and engagement, or promote product benefits, each one should be measurable. Make sure to identify the metrics you’ll use to evaluate success and adjust your strategy accordingly.
Understanding Your Target
A critical part of a successful content marketing strategy is knowing your audience. That understanding drives both your strategy and the content itself, along with the platforms on which your content will reside.
An essential tool in this process is the creation of buyer personas – a representation of each customer segment that clarifies who they are, what their buying habits are, the challenges they face, and what is of value to them.
When developing your content, refer back to the buyer persona attributes to ensure your content engages your audience in a meaningful way.
Creating Your Content
With your goals and buyer personas in place, you can begin identifying the types of content you want to develop, distribute and promote. The four elements of the integrated PESO model extend the reach of your content and help establish your brand as an industry thought-leader.
For instance, if your company is releasing a new piece of consumer research, share those results across all social platforms, along with pitching them to targeted journalists and influencers. To further extend reach, consider boosting social posts on platforms like LinkedIn and Twitter, and create an infographic or other branded assets that can accompany other pieces of content. Track and collect data to determine what parts of your program have been most productive and adjust accordingly.
If you have questions about creating your own content marketing strategy, please give us a call, shoot us an email, or comment on one of our social channels.