3 Phases of Content Marketing
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3 Phases of Content Marketing

Content Marketing  Phases Include Create, Engage & Optimize

By Janet Garraty

Think of your content like publishers think of theirs. Like them, you should understand the creation and distribution process. But unlike publishers of the past, you have the added benefit of optimizing and measuring results with analytics provided by websites and social media pages.

Contently, a content specialist firm, uses this simple pinwheel to demonstrate the individuality and relationship of each phase of your content strategy.

Creation
Either through original content or curating other ideas and inserting your own expertise (as I am doing here), you present valuable and actionable information to readers, listeners or viewers.

Develop a content marketing plan that includes what content you will create or curate. This includes plans for written material, images, video or audio content.

Engage
This is another term for distribution. Just like newspaper and magazine racks, you will need to decide where to place your content and when. What web and social media platforms will you use?

Each platform should have sharing ability to give your readers, listeners or viewers the opportunity to further distribute your content.

These decisions will have a direct impact on the popularity and continued distribution of your content.

Optimize
Optimizing or benefiting from your content plans requires you to measure results. Review open rates, page views, time on the page, social shares, newsletter sign ups and sales conversations throughout your content campaigns.

This pinwheel analogy allows you to focus on one segment at a time during the actual execution of each phase of your plans, but helps you keep in mind the entire strategy.

Make sure you strategize your content plans before you start any process. And as always, make sure you have thought about and provided some kind of call to action in each piece. 

Ask yourself what is your desired outcome for your content plans. Is it to get new clients or to keep the ones you have? Is it to build your authority level?

The end game for every outcome should be to help you convert more readers to clients.

To do that however, you must truly understand the audience or audiences you are trying to reach and develop content goals and plans to reach them.

  • What are the needs of your audience and do you have more than one?
  • What problems do you solve for them?
  • Where is your audience most likely to consume content; print, desktop, or mobile device?
  • What social media outlets do they use most to engage in the kind of content you are creating?
  • What kinds of content would be the most effective; a blog, info-graphic, video, audio download, a white paper?

Each phase of content marketing hinges on the other. Keep focused on the details of each phase to avoid confusion, but at the same time understand that each element relies on the other to keep your strategy moving .

 

 

Janet D. Garraty

Janet D. Garraty

 

If you are struggling with your content that helps you attract more of your ideal client, visit my About Page to learn how I can assist you with these important tasks.

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