Web Magazines and Corporate Publishing are hot topics for many marketers. But what makes a great content marketing execution? In 2017, just publishing great content alone is not enough.
STEP 1: SETTING UP PROCESSES
Each publishing measure such as a Web Magazine or another Content Marketing Strategy needs to be thoroughly planned. Which teams will be affected? Which resources are available? How should the editorial workflow look like? Which tone of voice should we engage? In times of numerous online publishing activities, it is simply not enough to just put content out there. At the end of the day, almost each content measure needs to somehow convert to real-life results aka sales.
Step 2: CONTENT MIX
At the start of each publishing project, the content mix needs to be thoroughly planned. In our example Blühendes Österreich (strategy, design, development, videos, performance by DigitalWerk) it is a mix of long stories, reports, videos and tool applications as well as micro content for Social Media. The editorial frequency is 10 articles per month. However, if we take a look at fashion magazine Goldenes Quartier - the goals of a broader brand awareness called for higher frequencies. Each day, one article is published in order to nurture Online Marketing activities. Of importance are: content formats, a seemless setup, a tightly calibrated delivery matrix and the right team to be able to perfectly push optimized content to your audience.
Digitalwerk Content Marketing projects
Saving mother earth with content marketing and design, one animation at a time.
A simple, yet creative showroom for Austria's top stories from Fashion, Beauty and Lifestyle.
Bringing Flagships online: Shopping, Lifestyle and Fashion in the heart of Vienna.
Step 3: ATTRACTING THE AUDIENCE
A performance strategy with a CM-adapted media plan must never be left out of the mix. At DigitalWerk, we have developed an algorithm-based strategy which we implement at each Content Marketing strategy that is led by us: Real Time Native Advertising (RTNA). It aims at targeting content without divergence losses - contact our Performance Team to learn more. In addition, Social Media and SEA-strategies may be taken into the mix. E.g. take a look at DigitalWerk-managed Blühendes Österreich Facebook channel and it's connection to the magazine content.
Qualitfy Factors of RTNA
Traffic: RTNA vs. Other Traffic (July '16)
Up to 10 min. of visit time on site (compared to 2,5 min. without RTNA)
STEP 4: THE CONVERSION
Without conversions, a content marketing strategy has a high chance to be worth nothing. Our Online Marketing team tunes Google Analytics to track the right funnel paths from attraction to conversion. Once certain content pieces do not transform to conversions as well as anticipated, that learning is taken to the monthly editorial meeting. The channel itself also plays an important role – with user-centered design from award-winning DigitalWerk-designer, CTAs never grow short.
STEP 5: ONGOING SERVICE
Once the strategy is in place and the content mix is running, it is important to constantly analyze and improve. In monthly editorial meetings with the client, DigitalWerk’s strategists, performance and account managers analyze the running campaigns and content success. Learnings are implemented and the editorial and performance marketing streams are constantly enhanced to the Content Marketing strategies very own public DNA.
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