5 frequently asked questions in content marketing

Owners of SMEs wear many hats, so we’ve compiled a list of some of the questions that come up in discussions around content marketing. Just to make life easier.

Should I aim for a campaign-by-campaign strategy or a long-term one?
Developing a content strategy takes time. It may involve a bit of trial and error, but the end goal is to develop a relationship built on trust with your audience (as they are potential customers), so you need to be in this for the long haul. Think of it as a trail run rather than a sprint. Building in quarterly campaigns, for example, that run concurrently with your long-term strategy and complement it can work well if executed correctly. Many content studios, tasked with pushing content for brands, will want to develop a strategy for at least four to six months.

How much content is enough?
The more content you produce the better and you’ll be able to gauge what your audience is responding to. But bear in mind that this needs to be quality content in order to build trust. Employ engagement metrics (e.g. return visits, shares, time spent engaging) to establish what works, and produce more of what is consistently getting results. But continue to experiment and innovate as content marketing is a dynamic pursuit that can offer up surprises along the way.

Is it worth using an influencer to spread the word? 
Influencers will have an immediate reach you may not yet have. Also, they are on top of current trends and you can learn a lot from them about the industry you/they operate in. Co-creating with an influencer will increase your authority and reach in your particular field. There are however quite a few pitfalls to be aware of to get the most from an influencer partnership.

Who should produce my content?
There is so much content out there, and the competition to be heard above the noise is stiff. So, getting experienced writers to create your content is a good idea. This goes for long- and short-form pieces. Similarly, professional videographers with content marketing skills should be used to produce your visual content. It is worth the investment for quality. Content marketing agencies are able to not only curate content for you (see The Content Room), but will do so as part of a comprehensive long-term strategy. It’s definitely worth engaging their services.

Should I be using multiple media?
It’s always a good idea to deliver your message in different ways (see our article on Owned, earned and paid media). You can also showcase your content in different ways, like videos and podcasts, as well as on share platforms like SlideShares. You may need to research where your audience is spending their time to work out what works best for them.

Got a question?
If you would like to hear more on a particular topic, please let us know, and we’d be happy to elaborate for you.

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