Step 5: Manage conversations
When content is widely shared among (potential) customers, it is advisable to actively participate in the conversations. You can use the approach from my first book (The Conversation Manager): observe, facilitate and participate.
observe facilitate join
Observe : Listen to the reactions to your content. Measure how many conversations are created, what their sentiment is, and how impactful they are.
Facilitate : Make it easy to share content. Place share buttons everywhere, make as much content digital azerbaijan phone number list as possible. But facilitating goes further than that. It also includes building relationships with opinion leaders in the industry in which you operate. A good relationship and strong content ensure that opinion leaders are happy to share your content with their network.
Participate : take an active part in the conversations.
Step 6: Measuring Success
Of course, it is very important to actively monitor content efforts and to determine the extent to which there is an impact. Determining objectives largely depends on the goals you have set yourself. However, I recommend building 3 levels of success indicators into your measurement system:
Success indicators with direct impact on business objectives
Success indicators with direct impact on marketing objectives
Success indicators linked to the conversations about your company
So, this is our approach to content marketing in 6 steps. As mentioned, this is elaborated based on the input from various market researches. All details can be found in the paper below.
I am of course very curious about your experiences, feedback, suggestions. Content marketing is a domain that is (renewed) receiving a lot of attention. We are all students at this school, so feel free to share your own experiences!