When deciding to implement content marketing in your business, it’s important to outline a list of best
practices so that, moving forward, your content remains a way to move towards a stated goal. It’s
especially important if you plan to hand off your content marketing, either to someone else in your
company, or a freelance writer or agency that specializes in content marketing. With best practices in
place, it’s easy for everyone to be on the same page when determining your content strategy. Here’s
some ideas for content marketing best practices:
Determine who your ideal customer is. If you’ve already got customers, then put together surveys to
gather some demographics about them. If you’re just starting out, you get to design your perfect
customer. Get detailed! Knowing how old they are, for example, tells you where they’re spending their
money, and what social media platforms they’re likely to be using. Know why they love your productor
why you hope they will.
Use the information you gather or create to determine where, when, and how you’re going to be using
content to drive sales. If your ideal client is a woman between 25 and 50, plan to be on Pinterest, and
know that you’re going to need visuals. If your ideal client is an 18 year old male, it’s a safe bet that you
can skip Pinterest, but you should probably be on Facebook and Snapchat.
Set up and editorial calendar-and stick to it. Plan for days when you, or members of your team,
contribute specific content to the company blog. To make sure you have fresh content on a regular
basis, use content marketing software to help you bring in fresh content from other online sources.
Set up a social media policy. What platforms will you be using, who will have access to the accounts,
and who will be posting? Will you be tying your Facebook, Pinterest, and Twitter accounts together?
You shouldn’t, but some companies do as a time saving measure. Look at tools like Hootsuite or Edgar
to save you time as well. Always set up accounts from a company controlled email address. Don’t let an
intern set up your Facebook page from their personal account.
Determine how your images will be handled. If you’ve got a great camera on your phone and a well lit
space, then Instagram is a great way to share visual content. If not, you may want to spring for a great
camera or a professional photographer, and opt to use Pinterest more. Use what you have available so
that you’re not spending a ton of money where you don’t need to.
Once you have these content marketing best practices in place, it will be easy for you to design content
strategies that implement blogging, social media, and visual content, and to keep that strategy running