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The latest edition of The Compass includes a guide to creating a one page content marketing plan and 5 top tips to content success; how to conduct a social media audit to help improve results; and why B2B marketing is now all about communication…
Content marketing: the one page plan + 5 best practice tips
According to The Content Marketing Institute [CMI] 89% of B2B marketers employ content marketing to attract and convert a clearly defined audience. Yet, less than half of those have a written plan. A one pager then will not only help to crystallise ideas, focus the strategy and improve results; but it will also more likely get shared and read by those that most need to adhere to it, like the content creators.
The CMI guides the creation of a one page plan with a template that includes setting goals, building a strategy and what to measure. It also covers content types and frequency as well as hard and soft calls-to-action. With so much effort going into generating topical content, it is also worth checking out this 5 Best Practice Tips For Getting Found.
Social: How to conduct a social media audit
One of our first steps when on-boarding a new client and planning a new campaign is auditing the brand’s current media and social media standing. It goes without saying that we need to understand where the brand is now before we can accurately plan the right steps to take it to where it needs to be. This simple exercise means looking at activity levels, audience type and location, engagement, reach etc. and evaluating the results against current company objectives.
To help you build an accurate picture of your social media activity, Social Media Examiner offers a four-step auditing framework to guide the process. Following the steps will ensure you go beyond the usual metrics of engagement and clicks and look at deeper metrics such as sentiment, referral traffic, bounce rates and response rates/times. It is a worthwhile task to identify where improvements can be made, to help steer campaign development and to ultimately drive greater success from social media.
B2B marketing – It’s all about communication
Marketing Week thinks it has spotted a new trend – the PR minded CMO. In an age of B2B content marketing and social media, communications and marketing need to act as one to be much more receptive to the human element of their customer base. In response, leading organisations, from LinkedIn to John Lewis, are appointing PR executives into the top marketing roles. Storytelling, two-way dialogue, creation of long form content and crisis management (think United Airlines!) are all attributes well suited to the PR professional where managing reputation and share price go hand-in-hand.