Content Marketing Process: The Presentation
Our recent post, Content Marketing Process: The Process and Plays Required to Scale Content Marketing, provided a standard framework and detailed set of plays that marketing can use to create good content at scale. This presentation provides a visual summary of that post and highlights how marketers can adopt a standard content marketing process. It’s a critical challenge for many marketing organizations. A recent study by the Content Marketing Institute highlights how content marketing putting marketing organizations under pressure. The study found that marketers face three primary challenges: producing high quality content; producing enough content; and producing content on a limited budget.
One way to create remarkable content at scale with limited budget is to define and use a standard content marketing process. Our proposed process (or framework) focuses on the following five stages:
1. Plan – Develop a plan to guide your content marketing program.
2. Create – Turn key messages and themes into raw material.
3. Publish – Publish that raw material into various content assets.
4. Distribute – Use various promotional tactics to distribute content.
5. Analyze – Track the results of your content marketing program and optimize.
About the author: Scott Albro is the CEO and founder of TOPO. TOPO is a research, advisory, and consulting firm that believes in a really simple, but powerful idea – that all revenue can be distilled down to a series of conversions. By connecting everything we do back to this core idea, we help sales and marketing organizations exceed their revenue targets. You can connect with Scott on Twitter.