An integrated content marketing campaign ensures that your content marketing aligns with the goals and strategies of your overall marketing plan, brand, and messaging. Integrated content marketing has a wide variety of benefits, like increasing your customer base and boosting your SEO. In fact, we put an entire post together entirely about the benefits of having integrated content marketing.
Here’s exactly what you need to do to make sure your integrated content marketing is a success:
Everything is being built to work together, so you have to stay consistent. That means every piece of content should focus on a similar target audience, provide a consistent message, and stick to the same style. When your audience clicks from your blog to your website to your Twitter feed, they everything has to feel cohesive. This makes sure nothing gets lost in translation, keeping your conversions, length of stay, and engagement high.
For integrated content marketing to work, everything needs to stay consistent and work together perfectly!
Measuring the performance of your content is the only way to know whether or not it’s resonating with your audience. If you’re providing valuable content and distributing it properly, your metrics should reflect that. If not, you’ll need to start tweaking your strategies.
Here’s what you should be tracking:
- Audience growth on your social media platforms.
- Social media comments, shares, likes, retweets, etc.
- Blog and website traffic.
Get Everybody’s Opinion
Your content goes far beyond your marketing team. It’s a reflection of your entire organization. Your sales staff should be able to use content pieces when working with prospects and clients. In order for an integrated content marketing strategy to work, everybody needs to be on the same page.
Ask your employees exactly what issues are important to your customer base. Look through your support Inbox to see what questions are asked most frequently. Not only will everything be cohesive, but you’ll create content that really matters to your audience.
Your audience is going to vary, so you need as many opinions as possible!
Don’t Overlook the Actual Content
When you first get started with content marketing, it’s a whirlwind. You’re designing a new blog, figuring out how to create videos, and putting together a great strategy to make sure it integrates with the rest of your marketing endeavors.
Throughout all the excitement, don’t take your eye off the ultimate goal: delivering great content. You aren’t putting content out there to immediately drive sales, you’re looking to create something that helps people. Take the time to really figure out who your audience is and what they care about. Focus on putting out content that’s timely, useful, and high-quality. Putting out one high-quality piece of content a week will help your brand much more than churning out three or four subpar pieces.
Integrating content marketing while focusing on quality isn’t easy. Even if you stay consistent, track everything carefully, and get everyone involved, there’s still a lot more to do. If you want help integrating and managing your integrated content marketing campaign, make sure to reach out to us here at Blue Wave Marketing. We have 20 years of experience helping our clients connect with their clients and provide them value.
To reach out to us today, all you need to do is click here.