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FREE online course: Content Marketing Fundamentals 

How to Implement Content Marketing in Your Business

13 lessonsFeb 15, 2019


How to Implement Content Marketing in Your Business

Welcome to Lesson 2 on how to implement content marketing to your business. My name is Ashley Segura and I am the VP of Operations at TopHatRank, a search and social agency in Los Angeles. In this portion of the course, we'll review the ways in which a business of any size can use creative content to promote their products or services, as well as looking at the key players on any content marketing team.

As mentioned in Lesson 1, content marketing and the data behind it is beneficial to both consumers and businesses.

Content marketing can help businesses accomplish a lot. It's one of the most productive ways to gather insight into who your audience is, what they like, and most importantly, what they need.

What do content marketers do?

Content marketers promote business using - you guessed it - content: they plan, create, and share consumable material to gain the attention of potential customers and convert them into dedicated buyers. The scope of this role changes with time: as digital marketing trends emerge, algorithms change, search engines become smarter, and consumers become needier.

These days, this can include:

  • creating compelling and relevant blog posts, advertisements, website copy, and other branded messaging;
  • retargeting or remarketing - which is essentially pushing ads to people who have already expressed interest in a website, product, or service (and yes, we've all been retargeted!);
  • running A/B tests with different content messaging to determine what sticks for users and helps them convert. This could be imaging, the call-to-action, headlines, just about anything that differentiates one message from another;
  • conducting competitor research, which we will talk about more in lesson 4; and
  • creating customized landing pages with content for a particular user and experience.

The options really can be endless when it comes to marketing with content.

But, who puts all that together?

What does a regular content marketing team look like?

A content marketing team can come in a lot of forms. It may consist of just one solo digital marketer, as many of you awesome listeners are, or it could consist of hundreds of people.

On a grander scale, a content marketing team may have:

  • a director or manager, who is responsible for the overall vision, messaging, and integration of the content strategy, and how it addresses the business objectives;
  • a writer, who is given a topic and then creates all their written copy based on an editorial calendar provided by the director or manager;
  • a designer, who creates all the custom and branded visual content that goes with the written copy, such as an infographic to go with a blog post;
  • a content strategist, like you, bearing the responsibility of creating and implementing content strategy; and
  • an SEO and analytics expert, who can track and report on what's working and what isn't with new content as compared to the campaign goals and the overall bottom line.

Should you outsource content marketing services?

Content services can either be outsourced or taken care of in-house. An in-house content team is beneficial because they're more likely to truly know and understand the brand messaging and tone of voice, and they can be worked with and directed on-site to save time. An in-house team usually has a structure like the one I just described, with a director, strategist, writer, designer, and SEO who are all in-house and function together.

Outsourced content marketing is an excellent choice if you're looking for an outside perspective or want to tap into a layer of expertise that you may not have within your company. It's also a great option if you're a smaller company without the resources to add a whole content department.

Whatever capacity you choose to work in, to be a content marketer you must be able to write and create compelling content based on topics people are searching for, to think outside the box with new content types, to analyze data and metrics, to have the wherewithal to research new trends, and you must have an in-depth understanding of the marketing industry.

Thanks for listening to Lesson 2. We hope you have a great understanding of the 'what' and the 'who' behind content marketing for businesses. Please tweet me if you have any questions at @AshleyMadhatter! Or, reach out to the SEMrush pros at @SEMrushAcademy.

Don't forget to check out the next lesson on business goals of content marketing, and when you're prepared, head to SEMrush Academy to take the test for your SEMrush certification.