Digital Interactive Services

Best practices in content marketing operations

How often have you spoken with a sales executive on an unwanted call or clicked on a pop-up ad that blocks your screen while browsing? These appear as unwanted distractions for customers even if they want to buy the product. This is push marketing. On the other hand, how many times have you searched online for product reviews and read through blogs for the right information? Research shows that companies with blogs attract 67% more leads than those without blogs. About 47% of potential customers read 3–5 pieces of online content before connecting with a sales agent. This is pull marketing. How you market your content is essential for generating leads. For effective content marketing, you need seamless content marketing operations.

The significance of content marketing operations

Content marketing techniques are meant to attract, engage, and retain the target audience. They establish your brand awareness and project you as an expert in the business, strengthening trust and nurturing relationships. When customers are ready to buy, they are likely to choose a business they trust. Content marketers who focus on blogs are 13 times more likely to get a positive return on investment. Contrary to advertisements that disrupt a user’s online activity, content glides in as a warm introduction.

Types of influential content: What will attract your target audience?

Content is king when it comes to online marketing. It sets the brand apart from the rest. According to a survey, 81% of marketers consider content as a core business strategy, while 82% actively invest in content marketing.* Here’s a look at the types of content promoted online.

Awareness content

Awareness content builds your brand authority and does not focus on sales. It directs the customers to your website and acts as a source of valuable information for the readers. These articles add search engine optimisation (SEO) keywords first and, if written well, the articles will rank among the top 10 results on Google.

Thought leadership content

Thought leadership content establishes an individual as an expert in the industry. This type of content offers a unique perspective from industry veterans who have spent years in the industry. Even competitors share such content and bookmark them for future reference. This content does not have a high search volume but establishes your brand and the perceived value of the website.

Sales content

Sales content focuses on driving new visitors to your website. One way to make effective sales content is to answer users’ questions and lead them to the products or services that solve their problem. You could share success stories and make product or service comparisons. If done right, it does not appear as a blatant sales pitch but an honest and organic effort.

Pillar content

Pillar articles are a definitive source of information on a broad subject. A pillar article branches out into long-form cluster articles that discuss the subject in detail and link back to the parent article. For example, a pillar article on lead generation could link to other articles on content marketing, social media marketing, email marketing, and more.

Six ways to improve content operations

Content operations is the firm foundation on which a business can build effective content marketing. Improved collaboration, coordination, and productivity through content operations results in:

• Higher search rankings
• Reduced employee turnover
• Increased ROI on content marketing
• Employee satisfaction

For starters, here’s how you can improve your content operations.

Define roles within the content team

Set clear roles for the team, including those of the chief content officer, editorial manager, content creators, content editors, content distributor, and technical content manager. This will allow you to run the project smoothly.

Create a content style guide

A style guide instructs the writers to follow set standards, formatting, and designing tailored to the needs of an organisation. It improves communication and brings consistency across the content. A style guide makes it easy to onboard new writers and simplifies the editing process.

Identify the best content channels

The goal is to produce content for channels where the customers will find you. You can create blogs and amplify your messaging using LinkedIn, YouTube, or other social media channels.

Map the content production on a calendar

Content value is augmented if you release it on time as per a pre-scheduled calendar. A content calendar helps you visualise all the elements to achieve the goals, track the progress, and plan effectively.

Define content workflows

The content workflow consists of a set of tasks that the team needs to perform to create the content. A defined content workflow eliminates common mistakes and makes the standard workflow process easier to create content repeatedly. It helps meet deadlines, avoids pitfalls, tracks progress, and maps each task to its owner.

Select the right technology

Selecting the right software or tools is crucial for success in content operations. These help in planning, scheduling, collaborating, creating, publishing, promoting, and analysing the content.

How can Infosys BPM help?

• Campaign and community building through search engine marketing (SEM), social media management, analytics, email marketing, and paid media
• Digital studio for UI/UX design, videos, artwork, design and collaterals, and technical documentation
• CRM and CMS operations, including website management, ad operations, catalogue management, and tagging services
• Events and e-commerce support, content management, and digital store setup

View content marketing operations services by Infosys BPM.