Content marketing. So few companies really grasp the importance to their marketing program, but why? A basic content strategy is simple. It does take some time to plan out the calendar. Once created though, the content creation pretty much takes care of its self. Those that don’t want to create, simply follow. This unfortunately, is the case with many companies. Don’t be a follower! Be a leader!

First, let us define content marketing. It's marketing that focuses on providing others with rich and useful content that appeals to them and that they'll want to share with others. For the most part, this content is not solely focused on what your company or organization can provide but rather, covers topics that are in line with your industry or somewhat related to it. It heavily features social media and can include any digital media, e.g. videos, slideshows, webinars etc. It’s all about spreading the content!

Here are 5 steps to get you started on your way to content marketing stardom:

1. Define your audience/objectives. Who is your target customer? What is your intent in posting this content? This may sound simple, but defining your ideal customer is essential to catering your content to them. Understanding their likes, dislikes, needs and interests will narrow the target and help focus the content topics.
   
   What is the niche market you wish to serve? What clubs or associations do they belong to? Which social media sites do they frequent most? Which magazines or other media are they subscribed to? What conferences or events do they attend? Psychographic details (behavior, values, interests) are more important here than demographic ones (age, education, gender, income level). Once you understand the personality of the client you desire, you can begin generating content that will appeal to them in the places that already attract to them.
   
   What is your overall goal? Would you like to increase conversions, increase popularity across your social media channels, raise brand awareness, expand to a new market, etc. Understanding this initiative will assist you in content placement as well as content focus. Maybe you are bringing a new product or service to the table. Something as simple as having a client analyze and review the product through guest blogging can even prove beneficial. Posting an image or video with a “How-to” focus has proven very popular. Most people are looking for that visual learning (try Vines or infographics).
   
   
2. Analyze what resources you have. Social media, articles, white papers, eBooks, blogs, and eNewsletters are popular ways to engage in content marketing, but there are many others! Make sure to research which platforms are more popular with different types of people. This could clue you in on your best choice(s).
   
   
3. Convey what your reason for your content is. People want to read about something that is attractive to them, eases a task they need help with, or something totally out of the box that screams for them to read on. They don’t want something they see every day or has a plain title that reminds them of an old high school lecture. Write as if speaking directly to them rather than a group.
   
   
4. When in doubt, go with what’s on your mind. The truth is that everyone is looking for something unique, entertaining, or just plain weird. Additionally, people just love to debate or argue opinions. You could intentionally go against the grain on a popular topic, or just offer results from a campaign your company did. Others will naturally want to share their results and analyze yours. 
   
   
5. The most useful thing you can do is set up an editorial calendar. This is the key to your strategy. Planning your content will help tremendously. In addition, having a file as evidence of the work you have done and will be doing will prove beneficial within your company. Use the different social channels to reach different audiences and spread content that works better for that social platform.
   
   Focus this editorial calendar on number of posts per day, which channels you will use, what your primary goals are, and what your topics will cover. Having everything laid out on a spreadsheet will allow you to focus on what areas are currently not being covered, where frequency of posts could improve, and point out your different goals across time. Analyzing your outcomes later, you can come back to this copy and tweak things to see if it results in increased traffic to your sites.

Let us know what content you actively seek out, intereact with and share with your friends.