When it comes to creating and distributing content as a key part of your content strategy, keep two types of objectives in mind: creative and marketing.
The creative objective is to regularly come up with contextual material that the audience finds relevant enough to opt in to receive, compelling enough to share with friends, and engaging enough to demand and come back for more—thus building a community around content.
The marketing objective is to amplify reach for all content. The ideal goal? To create content that goes viral. Yet even if that doesn’t happen, you want to create and distribute content that fosters positive, long-term experiences via content association, which lead to increased brand engagement, advocacy, and loyalty.
Keep this two-way content principle in mind: Add value to your community, and harness collective intelligence for your brand.
As you create and implement your content marketing strategy, it’s essential to master the content loop—and that involves more than writing a blog post and hitting “publish.” Keep the following steps in mind to ensure you’re getting the most out of the content you create and the strategy you’ve defined.