Simplify Your Inbound Marketing Process: Focus on Content Assets
Posted by kaiserthesage
Content ties everything in the digital marketing realm togetherâ€”that’s why it is king.
Content creation has been the core part of my blog/business’ inbound marketing strategy this year, which was around 70% of my entire marketing effort. The other 30% was allocated to content promotion/distribution, relationship building, site optimization, and analytics.
So this post is basically a case study of how I simplified a very complex process by only focusing on one integral part of inbound marketing (content), and how that led to hundreds of service leads for our company this year.
On content strategy
Content assets help brands communicate their messages to their target audiences. These may come in the form of visual guides, web-based tools, extensive resources and many more (as also listed by Cyrus Shepard on his recent Moz post).
In my case, I aim for every blog post I publish to be an asset that I can continuously optimize and improve.
So in order for my overall campaign to be really scalable (and for me to be able to easily integrate other inbound marketing practices), I based my content development efforts on these core principles:
- Create content that contains ideas/information that isn’t found anywhere else.
- Make the content very comprehensive and evergreen if possible.
And as for the content formats, I mostly focused on creating:
- Case studies
- Extensive and evergreen blog posts (how-to’s)
- Reusable content (newsletters, slide presentations, PDFs, etc.)
If in case you’re wondering about the content assets I’ve repurposed, here are few samples:
2 months ago, I released a 4 part newsletter series that talks about 12 different scalable link building tactics.
After a couple of weeks, I decided to publish the entire series as a long-form blog post here on Moz.
Another sample is with one of my most popular guides this year (that was also featured on Moz’s top-10 monthly newsletter) entitled 22 link building tips from @xightph, which I just recently turned into a SlideShare presentation:
Perhaps this approach of allocating the majority of my efforts into content development is easier for me to accomplish because I established my blog’s readership 2 years before I tried it, and also given that I’ve already built relationships with other online marketers who habitually share my new blog posts.
I still believe that this exact process is replicable for those who haven’t yet established themselves. Since it always comes down to what you can provide to your industry and finding ways to let others know you have it.
Content = links
Content assets are able to attract and build links over time, knowing that it is in the nature of content to be genuinely linkable.
Link building becomes automatic when you focus on creating useful and actionable …
You can read the full article at Moz Bloghttp://seopti.com/simplify-your-inbound-marketing-process-focus-on-content-assets/http://seopti.com/wp-content/uploads/2013/07/moz-logo.pnghttp://seopti.com/wp-content/uploads/2013/07/moz-logo.pngSEOMOZ