https://www.wrike.com/blog/elements-of-a-successful-content-marketing-engine-infographic/ - For those who are trying to build up a well-oiled content engine or for those looking to do a tune up, this infographic provides ten key areas surrounding content marketing that need to be addressed.
10 Essential Elements of the Content Marketing Engine
. ESS E NTIAL
ELEMENTS OF THE
WHAT'S A CONTENT ENGINE?
A content engine is the people, processes and tools that deliver
high-quality, targeted and consistent content in a variety of media
types, including blog content, webinars, ebooks, infographics,
videos and slidesets.
IO KEY ELEMENTS
Your Executives need to "get it" and support your efforts. If they don't,
there are plenty of online resources to help you make your case for
the beneﬁts of strategic content marketing.
Your content should work with the company's broader strategy and
marketing goals. Also, determine the relevant roles, pain points,
interests, and desires of the target audience as inputs
into your content engine.
A CONTENT HUB
Typically your website and blog serve as the central hub for your
content. The company website has product info, pricing, demos,
contact us and other key pages. The main content marketing often
starts on your blog and resource pages. Social media, SEO and
advertising help spread the content out from there.
All content must be researched, storyboarded, written, and
produced. You need people who excel at writing, editing,
visualizing, and managing the various pieces of content.
Content creators can be a mix of internal
and external resources.
— DESIGNERS & CONTENT "TECHNICIANS"
Graphic designers, video editors, and infographic and ebook
specialists take written content produced by your
Content Creators and turn it into art.
SOCIAL MEDIA. ADVERTISING. SEO & MARKETING
-A AUTOMATION COLLABORATION A
Content and social media marketing must work hand-in-hand to
create socially shareable work and then to promote it. Similarly,
working closely with SEO 8 Advertising will ensure your content
gets wide reach. Marketing automation helps you collect info
from people who visit your site to send them more
content they care about.
WORKFLOWS. ASSET MANAGEMENT.
& COLLABORATION TOOL
For the most efficient content engine, establish processes,
timelines, and approval ﬂows to use for every piece of
content. A collaboration or project management tool is
typically the best way manage these workﬂows.
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The list and description of the created content on a timeline. Create
long-term [upcoming holidays, corporate events of interest, big
initiatives] and short-term [deadlines for ebooks, webinars,
blog posts] views of your content plan.
: VOICE & BRAND GUIDELINES —
The style, look, and attitude of all content. They express the
personality of the company in a way that [hopefully] resonates
with prospects and customers. This includes color schemes,
font choices, design and language dos/ don'ts. Guidelines
make sure your content is consistent and clear
for your audience.
Measure the success of your content with analytics. Track how
many of your viewers turn into customers or leads, as well
as site visitors, social media shares, links from other sites,
and search engine traffic from your content.
Google Analytics is a good place to start.
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