From conceptualizing different ideas to strategizing a marketing plan, your content will go through several checkpoints before it’s all said and done. As a content creator, you should understand the process of strengthening your content pipeline from beginning to end.
When getting started, brainstorm all your ideas for your marketing campaign.
What does it look like in your head?
What is its storyline?
What feeling does your idea convey?
Who exactly are your buyers?
What will you offer that will catch their attention?
You should be able to answer these types of questions for each idea that you come up with.
As you decide on the best one to move forward with, take into factor the classic 4 P’s of marketing:
Your goal should be to create the perfect product … at just the right price … promote it with precise execution … and sell it in places that are safe, easy, and convenient for your customers.
So be thorough in analyzing your ideas in order to see which one will end up giving you the best chance at making an impact with your audience.
Know what your strengths and weaknesses are. In fact, do a side-by-side comparison. Know where you can slide through and create your own lane, and also know where you will have some stiff competition.
A good question to ask yourself is this: How will you position yourself to stand out from others who are already doing what you’re doing?
Positioning is a specific form of branding where you distinguish yourself to be as unique as possible. This gives you an edge over a more generic competitor. In order to do this, you must know the most precise benefit you can provide to your customers, and communicate that specific angle effectively to them.
Once you’ve reached the endpoint of conceptualizing your idea, it’s time to create actual content, i.e. blog posts, videos, and digital downloads.
After you begin distributing your content on your website and social media, the best way to get a proper assessment of what your audience likes and responds to the most is by paying attention to your metrics. They are extremely valuable in knowing how successful your marketing campaign really is.
Take notes of any changes and fluctuations, and also see where you can improve in your weak areas.
If necessary, go back and change up your copy. It could be something like a call-to-action that needs tweaking … or maybe your landing page needs to be totally revamped. Whatever it is, make sure that your improvement shines the best light on your product.
Your content pipeline should overall be a reflection of the statement you want to make. The story you’re telling is what’s essentially defining your brand. By allowing all of your marketing messages to cohesively work together, you’ll definitely have a higher chance at turning your content into conversions.