Content Publishing Essentials
Effective content publishing requires a balance between brand value offering and customer experience planning. Marketing or content teams need to have a thorough understanding of modern content publishing concepts, tools, and technologies to create relevant, timely, and helpful content for their target audience. Here are some essential considerations for effective content publishing:
Content Strategy
The first step is to clarify the role of content publishing towards business objectives. It includes defining the target audience, relevancy of the content, and editorial considerations. Content publishing teams need to consider publishing formats, customer segments, personas, and characteristics while creating a content strategy.
Content Types
Effective content publishing requires different types of content for different stages of the customer journey. The content plan should specify promotional, marketing, informative, service/support content, etc.
Content Topics
Content topics act as branding pillars that help customers identify with the brand. The content plan must address the need for educating content, thought leadership, or brand stories, among others. It should also define an effective content development and publishing cycle.
Content Channels
Effective content distribution requires using multiple channels such as the brand’s own platforms, paid platforms, influencers, and networks. The challenge is to get the necessary views and traffic to the content.
Content Performance
Measuring the performance of brand content is crucial to justify investment in content publishing and marketing. It shows the evidence of converting prospects into customers and customers into loyal customers, which impacts business revenue. Content publishing teams should measure content performance and use it to improve their strategy.
