The 3M Rule to Boost your Content Marketing Campaign
Many marketers bandy about the phrase “content marketing” around these days. For some people, it is just another marketing strategy you adopt for your expensive digital campaign. Real content marketing however, requires a more in-depth process towards its successful execution. When done properly, it can help you connect deeply on all channels with your target audience.
This deep connection between you and your customers is what you should strive to build and maintain for your brand.
Content marketing isn’t just about writing compelling copy for any demographic, it is combining your approach with rich brand story-telling and disseminating them on various platforms and devices where they are equally responsive.
Have you managed a campaign recently? How did it perform? How did you communicate your story? A personalised theme where you focus on the target audience by using “you” or “your” will resonate more strongly than a generalised term like “they” which gives the impression of an outsider.
When formulating your online content marketing strategy, as a rule, there are three steps to consider; materials, method and monitoring. This is often referred to as the 3M rule. Top content production companies like Daily Post, experts in Guest Post Service, advise a strategic implementation of the 3M rule.
- Materials Development
The development process involves the creation of relevant content by listening effectively and continuously to your target audience. How do they speak? What language do they use? Of course, no compelling content was ever derived without carefully studying those it was intended for. A lot of brands are guilty of assuming that the customer will understand. Unfortunately, if that is the attitude, then the campaign is doomed for failure. Develop precise content that is tailor-made to cut through noise and attract the intended receiver.
- Method of Execution
The method represents your execution. I have seen many brands develop awesome content, but a poor execution killed all the hard work of the creative step. That is a lot of money down the drain. As with the materials stage, it is imperative for brands to conduct a careful study of their audience to know what execution strategies to employ.
When distributing content online, there are specific channels different groups of people respond to. While Snapchat is suitable for teens who love to share stories by the hour, Pinterest or Facebook are favoured by older adults with occasional updates about their latest interests. Understanding this difference could save your brand wasted ad-spend.
- Monitoring and Evaluation
This stage represents an evaluation of your campaign so far. After the development and execution, you must study its performance for feedback. One of advantages of online campaigns is the control you have and the real-time nature of its experience. You could decide to re-inforce the message if it is performing well in one channel/device or withdraw if it’s not. If you are managing your brand campaign yourself (as opposed to outsourced agencies), you have total control over your marketing budget should you wish to make sudden adjustments. The lessons learned in this stage can be used for future campaigns.
There are analytical tools that can be used to monitor online campaigns on the go. They enhance your content marketing strategies for optimum results. Ensure that you always do a proper investigation of your target audience before you start and campaign.
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