How to use content effectively: expert opinions from 12 IT companies

Representatives of 12 well-known IT companies answered 7 of our questions about how they develop and implement the content strategy of their brand. Experts shared what methods they use in promotion, how they distribute the budget among various channels, how many people take part in developing a content strategy. You will also find out what results content marketing brings to them and what advice they can give to aspiring entrepreneurs.

Content:

Julia Agryzkova, editor-in-chief of amoCRM

1. How do you develop a content strategy? How does this happen in practice?

The types of materials that we publish are dictated by what content is of interest to our target audience. We are experimenting a lot with the blog, now, for example, seeing a big increase in the consumption of YouTube-content, we are beginning to actively make a variety of video-casts and develop our YouTube channel.

2. What are the main content promotion channels and types of content you use and why?

Publications in the blog announce in the newsletter and social networks (VKontakte, Facebook, Instagram, Twitter), we are actively working with YouTube. Now we are focusing on the development of video content, since the increase in the consumption of YouTube content cannot be ignored.

3. How many people are involved in content marketing?

Editor in Chief, 2 content marketers, 2 employees on video production.

4. How do you allocate a budget for text promotion?

The main expenditure on the promotion of content is promotion in social networks. We promote only some big stories - cases, videos. Most of the materials are promoted with free resources - sowing, email-mailing on our database, cross-marketing promotion of partners.

5. Who analyzes content strategy? How does this happen?

So far, we are analyzing separately for each material with the help of simple available metrics - coverage and repost in social networks, analytics on YouTube, we check our blog views through Yandex.Metrica. Based on these data, we conclude that it is better / worse for our audience to come in, depending on these conclusions, we adjust the strategy.

6. Who needs content marketing, and who can do without it?

There is a strong feeling that now almost everyone needs content marketing. Internet businesses cannot do without it: from a small online store selling office furniture (“How to choose office chairs?” And other reflections on the veiled topic “Why should you buy from us”) to a major world bank (hello, Tinkoff magazine"). Whatever you sell, you should always understand that buying, the process of giving money is a painful process for a customer. To help him make the right choice, to ease the pain is one of the main tasks of content marketing. In addition, there is a positive effect in the ranking of search engines and loyalty of current customers.

7. What advice would you give to novice content marketers?

Write / remove / edit as often as possible. The question of creativity is when something either shoots or not. The issue of skill and use is paramount. Hone your work with any kind of content, experiment, test even the most crazy ideas. And most importantly - always put in the head of all your client. Every time you start working on any material, ask yourself the questions: "Why does this need to be read / viewed by our potential client? Is it really useful for him? Or am I just trying to advertise my product / service in secret?" Put in the head of the client and the benefit, then you will not have to advertise your product.

Ira Smirnova, director of customer experience development site designer Tilda

1. How do you develop a content strategy? How does this happen in practice?

Content strategy begins with the reader's understanding - for whom to write and why the reader should read the text. Each article passes a filter: how will it help a person to become smarter, more efficient, more interesting or more fun? Our audience is people who are already using Tilde, or will use it in the future. Understanding the interests of the reader comes from feedback - we communicate a lot with people through support, in social networks and at conferences. Intuition is also important - it's good when there is a logical and reasoned plan, but you just need to feel some things, and this is either there or not.

We immediately, somehow without saying a word, understood that we would rely on originality and well-developed publications. Each - handmade and hard work. If we feel that the article requires even a little refinement, we will rather remain without publication than release it just to be released.

2. What are the main content promotion channels and types of content you use and why?

Content we publish on our own website - Tilda.Education. Traffic sources - social networks, referral links, quite a lot of people, oddly enough, go directly to the main page. We rarely publish in third-party publications - this makes no sense. But from time to time we publish articles by invited experts.

3. How many people are involved in content marketing?

Now a lot of people are involved in production - they are freelance writers, we work with some all the time, someone writes one-time on their topic. In staff editors and designers. In general, almost the entire team is somehow involved in creating content. There is a channel in which we share ideas, and programmers, designers, and support are involved in it - different specialists. We also involve everyone to write - someone can write a comment, and someone a whole article. Nestrachno, if a person is "unwritten" - the editor will bring to mind, but so lively and sincere texts appear.

4. How do you allocate a budget for text promotion?

The budget is spent on content for Tilda.Education.

5. Who analyzes content strategy? How does this happen?

The whole team of Tilda.

6. Who needs content marketing, and who can do without it?

Content marketing is impossible to do, because it is necessary. If this does not live, if not "sticks", it is better not to start. The money return from content marketing is very illusive. This is not an advertisement where I set up targeting, invested 100 rubles, received 150. Content marketing is a pit in which money, time and effort fail. Good content is expensive, and you can wait for direct sales for a long time and not wait. Therefore, content marketing is above all a passion, passion and a lot of enthusiasm.

7. What advice would you give to novice content marketers?

Entrepreneurs who are thinking about content marketing, you can offer to start to come up with 100 topics that are interesting to talk about. Even if you hire an agency or a third-party author, the overall strategy should still come from the business owner. After that, calculate the budget - how much you are willing to spend personal time preparing articles or paying the author. Make a schedule and publication plan for two or three months in advance and you can start - create an account on Tilda and start producing beautiful articles :-)

Artem Sokolov, InSales Marketing Director

1. How do you develop a content strategy? How does this happen in practice?

In developing the content strategy, we proceed from the practice of communicating with customers, the general background of information in the media and changes in legislation that affect our industry. The most interesting ideas are suggested by customers by asking their questions. In response to their requests, we are preparing posts for the company's blog. In addition, you need to keep your finger on the pulse and keep track of the news background of your industry in order to answer journalists' questions from various media outlets. And finally, the most fertile ground for content creation is the updating of legislation that concerns the work of your clients, because, as a rule, few people understand the law and understand legal interpretations. The task of the content marketer is to clearly explain all the nuances of the changes and bring them to their clients and target audience.

2. What are the main content promotion channels and types of content you use and why?

The main channels we set for ourselves are rather banal, but working things: social networks, blogs, electronic media, and email newsletters.

The approach to each channel, of course, is individual. Depending on the target audience, the type of content itself is selected. In social networks it is much easier to entice the audience with contests, in email mailings it is more convenient to hook a potential client with problems, in other channels one of the main types of InSales content comes very well - studies that we neatly and "tasty" turn into infographics, for example. Or client cases.

In addition, as is usually the case in the IT industry, this kind of content, such as webinars, subject to high-quality themes, content, the speaker, etc., also works with a bang.

3. How many people are involved in content marketing?

InSales works, if it is possible to say so, a content funnel :) Various technical information, for example, is initially collected / created by the main / responsible person, and after that passes the processing by the content department, in order to deliver useful and high-quality information in a simple and understandable language.

In this case, involved from 2 to 3 people.

Client cases, company news and other materials are created directly by the employees of the content department. This format involves no more than 2 people.

4. How do you allocate a budget for text promotion?

InSales content policy is based on preparing high-quality and useful content that sells itself :)

We do not have separate budgets for text promotion, with the exception of "technical" costs (email distribution, designer services, payment for webinar platforms, etc.)

5. Who analyzes content strategy? How does this happen?

Our company has adopted a work plan for developing a content strategy by all employees of the department. The vertical of power works only in the matter of formal approval of this very strategy. Each employee brings in his own vision, his part. Once a year, usually at the end of the year, several meetings of the content department are held. The first discusses the analytical results of work over the past year, trends for the next year, and competitive work on content promotion. At another meeting, the so-called brainstorm on the content strategy for the coming year is held. And on the third - the approval of the strategy and its adoption into work.

Subsequently, meetings are held on a regular basis (approximately once a quarter) on the interim results of work and the “reconciliation of hours” - whether we have moved away from the planned strategy or how strictly we adhere to it.

6. Who needs content marketing, and who can do without it?

Content marketing is absolutely necessary for all companies, but in a different volume. With the right approach, it allows you to save on the marketing budget.

7. What advice would you give to novice content marketers?

Road going by walking. Try, test and not be afraid of mistakes.

Svetlana Maximova, SendPulse mailing service marketing

1. How do you develop a content strategy? How does this happen in practice?

Set a goal - to make the brand SendPulse recognizable. Determined where our target audience is and choose the types of content that will be relevant for these sites. Determined with the methods of promotion of generated content.

Strictly assigned responsibilities in the team: who is looking for new placement sites, who creates content, who measures results.

2. What are the main content promotion channels and types of content you use and why?

  • own blog;
  • third-party article sites;
  • YouTube channel and website for educational videos;
  • vlog on YouTube for a video about the life of the company;
  • social networks and newsletter to promote articles.

3. How many people are involved in content marketing?

9 people.

4. How do you allocate a budget for text promotion?

We put emphasis on the quality and benefits of the materials we create. Therefore, mostly third-party sites pick up such materials for free. There are cases when the article has an open advertising character and is aimed at a third-party site that does not host any materials for free. But this happens extremely rarely.

5. Who analyzes content strategy? How does this happen?

We are engaged in analytics by an individual employee who gives a report once a month and we adjust the strategy based on it. We monitor the number of failures, time spent on the page, likes and repost.

6. Who needs content marketing, and who can do without it?

Promotion through content marketing is important for services and startups that work for a wide audience. Online shopping across the country. Infobusiness, services.

Content marketing is not relevant if you work exclusively at the local level or are focused on long-term contracts with customers. If only a narrow specialist can write about your product, due to the fact that the topic is very technical and complex - it makes no sense to move this way.

7. What advice would you give to novice content marketers?

Create a content strategy. Go to writing content systematically, so that this does not occur by leaps and bounds. Start with your blog. Identify topics that concern your CA and make your blog more useful than advertising, promote articles in ezines and social networks.

Write quality, learn beautiful visual design materials. Think about the people for whom you write and how to benefit them.

Work on flexible principles, adjusting the strategy, changing when you need a team structure.

Daria Savitskaya, the ideological inspirer of the DashaMail email distribution service

1. How do you develop a content strategy? How does this happen in practice?

We try to advance 3 months in advance. The content strategy is also tied to the development plan. For example, there is a new feature on the service for database segmentation - we plan to publish on the topic of personalization in mailings. Therefore, the content plan is tied to the development plan of the technical department.

2. What are the main content promotion channels and types of content you use and why?

We constantly try various channels of promotion, test them. From some later refuse, some take a permanent job.

3. How many people are involved in content marketing?

3 people are somehow involved in content marketing.

4. How do you allocate a budget for text promotion?

We are drawing up a budget for the year, which is still being clarified quarterly. Often there are proposals for publications that we did not put in the plan and, if they interest us, we include them in the budget either additionally or instead of something.

5. Who analyzes content strategy? How does this happen?

Transfers to the site from publications, registration are taken into account; customer reviews or readers. In mailings - openings and clicks.

6. Who needs content marketing, and who can do without it?

I can not even think of a business area that does not need content marketing :)

7. What advice would you give to novice content marketers?

Take care of the reader. Always remember who you are writing to, who your target audience is, what problems it has, needs and interests. Give the reader what he needs.

Julia Rakova, GetResponse Marketing Director in Russia

1. How do you develop a content strategy? How does this happen in practice?

Our company is proud of specialists with a huge experience in email marketing. Based on our international experience, we know which aspects of Internet marketing will be useful for novice marketers, and which nuances will allow experienced professionals to achieve incredible results. In developing the content strategy, many team members are involved: analysts, marketers, optimizers, experts in the field of content localization, as well as experts in the field of marketing and marketing automation, successful practices and entrepreneurs.

2. What are the main content promotion channels and types of content you use and why?

GetResponse uses almost all forms of content: infographics, articles, reports, video content, research, webinars, success stories, business cases, educational content, e-books, etc.

Одним из основных каналов продвижения контента является международный блог, где ежедневно размещаются статьи и публикации ведущих бизнес-консультантов, экспертов-практиков и опытных предпринимателей, которые предоставляют практические рекомендации по самым разным вопросам и раскрывают секреты мастерства и успеха. Основными обсуждаемыми вопросами являются: маркетинг, автоматизация маркетинга, продуктивность, контент-маркетинг.

Given the popularity of our international blog, many businesses eagerly share best practices with our readers. For example, in one of the published articles Omniconvert described in stages the scheme how to increase the discovery rate of email distribution by 53%.

GetResponse is also actively involved in research projects of various kinds. Not long ago, the Content Marketing Institute and our company conducted a study to find out how to create a super-successful and winning content marketing. The results of the study, statistics and recommendations that marketers, content specialists and managers can familiarize themselves with, are published on our blog in a convenient PDF format.

The main formats for a blog are posts, articles, studies, e-books. In addition, we create training videos of business and product orientation within the framework of the projects GetResponse Talks and Expert Industry Tips.

In the Russian segment, GetResponse focuses on the creation of educational content. We involve top experts and opinion leaders in webinars and video production for our audience. When creating educational content, we actively use content localization, forecast trends and take into account trends, features and specificity of various countries.

For example, recently for the markets of Russia and the CIS countries in the framework of the GetResponse Academy, we have created an educational and practical course on email marketing in the now YouTube fashionable format. The authors and presenters are domestic market experts with many years of experience. The course "Email Marketing for Beginners" is free and very popular. Already during the first two weeks after the launch, the number of students was over 1,100, and today more than 3,000 students are already studying here.

Globally, social media such as Facebook, Linkedin, Twitter, YouTube are also important channels for promoting and effective communication with partners, customers and marketers.

Speaking of channels of communication with the audience of Russia and CIS countries, GetResponse uses VKontakte, YouTube and Facebook. Now we are actively discussing the use of opportunities and other social networks. At the moment, the YouTube channel enjoys particular popularity with our audience, where we place educational and reference materials, as well as recordings of webinars and case-reviews from our clients and partners.

3. How many people are involved in content marketing?

In the field of content marketing involved many team members who are even in different countries. In order to create useful and relevant content for this market, experts, marketing specialists, translators, computer graphics and content localization experts, experts in the relevant subject area and practice take part in the projects.

4. How do you allocate a budget for text promotion?

For text promotion, the highest quality sites are selected for the most stringent requirements. A fixed monthly budget is intended for text promotion.

5. Who analyzes content strategy? How does this happen?

The content strategy is analyzed by specialists and managers at various levels and departments, such as localization, marketing, PR, promotion, etc. The analysis is mainly carried out by the heads of the relevant departments both on an ongoing basis and in situations of developing new functionals GetResponse .

6. Who needs content marketing, and who can do without it?

Content marketing is needed by brands, businesses and entrepreneurs who:

  • want to successfully and constantly develop, create and increase the base of loyal customers and subscribers with whom they will effectively communicate,
  • create unique and popular products and services, and strive more than fully to meet the needs of their customers,
  • Effectively manage their budgets, since this direction can significantly save budgets while increasing the target organic coverage.

7. What advice would you give to novice content marketers?

  • Constantly study the target audience and communicate with it, be attentive and be able to listen.
  • Create a variety of content of the highest quality, using the most convenient, attractive and modern formats, in particular, video marketing and educational content.
  • Involve top experts and opinion leaders in the creation of learning content.
  • Constantly motivate and inspire the audience for success and results in business.
  • Regularly analyze the performance indicators of the formats and channels involved in the content strategy and improve your content marketing.

Anna Osinovskaya, publisher of LPmotor Landing Platform Editor

1. How do you develop a content strategy? How does this happen in practice?

Content strategy is developed, focusing on the following things:

  • what our users ask what topics they are interested in,
  • trends in business and IT-spheres
  • product development strategy.

In practice, it looks like this. We collect customer requests for technical support and analyze statistics. Based on this, we understand what content is working and what is missing (and even in what form). We study that at the moment it is becoming popular and in demand in the market (and including, we are collecting actual key queries). And, of course, we are talking about what is happening with the product itself in terms of its development, adding new features and integrations, fixing bugs, etc.

2. What are the main content promotion channels and types of content you use and why?

We are moving through the blog, social networks, email newsletters, search engines, affiliate newsletters and articles. We mainly use text, video, learning gifs, sometimes webinars. Now we are actively working on new video content, in the near future we plan to launch several large courses within the LPmotor system.

3. How many people are involved in content marketing?

In varying degrees, 4 people take part in the implementation of the strategy.

4. How do you allocate a budget for text promotion?

Among all types of text promotion, the main emphasis in the allocation of the budget is on articles for the corporate blog. The rest - depending on the need and goals of the service at the moment.

5. Who analyzes content strategy? How does this happen?

Since we underwent acceleration in the IIDF, where we learned the full beauty of HADI cycles, we continue to use this tool in the Motor for performance analysis and decision making. In addition, we build the entire marketing strategy on the basis of pirated AARRR metrics, and look at them. The analysis is conducted by me and the commercial director.

6. Who needs content marketing, and who can do without it?

Content marketing is NOT needed only by those who score on themselves and their customers.

Our product has a total of several thousand functions and their combinations in various fields. Therefore, we teach how to use not only the service itself, but also pump customers in marketing, analytics, and design. Stand in the place of your user, and you will understand what content he needs.

7. What advice would you give to novice content marketers?

Do not be afraid to try new types of content and promotion channels. Defend your ideas. Do not forget about the assessment of the effectiveness of content marketing.

Danil Pleshkov, Marketing Director, Flexbe Landing Designer

1. How do you develop a content strategy? How does this happen in practice?

We do not develop a content strategy. Appealed to MadCats. Together with them, we described and identified narrow segments of the target audience and were already repelling from a specific target audience. MadCats specialists developed a general plan and offered an interesting turn to separate themselves from competitors who started before us. How does this happen? In dialogue mode. We discussed general directions, identified two main ones - our own blog and external publications.

For the blog collected semantics and made the schedule, the work is already underway.

For external sites, we took current topics based on the problems and needs of our users, both potential and current. There we didn’t build a big plan, because we need to test options.

2. What are the main content promotion channels and types of content you use and why?

We do landings - this is our own tool, so you can do it easily and beautifully. For the promotion of using all available means - from target to mediyki.

3. How many people are involved in content marketing?

From our side - two. On the side of MadCats - editor-in-chief, editor and several authors.

4. How do you allocate a budget for text promotion?

The budget for content marketing is 20% of all marketing and advertising expenses per month.

5. Who analyzes content strategy? How does this happen?

Since we just started, we can only tell you how it will be. For our part, we will look at the statistics - conversions, conversions, promotion costs, on external sites we will try to get some information about the views.

6. Who needs content marketing, and who can do without it?

In our opinion, the market is unimaginably overheated. Everyone does everything! And content marketing is also used by everyone. Because it is very difficult to compete. Why decide whether to use content marketing or not? Ask MadCats! We need.

7. What advice would you give to novice content marketers?

Quickly stop starting and start working. Solve the problems of end users, not the problems of customers-employers.

Leonid Rudyk, Productologist CallbackHunter

1. How do you develop a content strategy? How does this happen in practice?

We are going and we think that it hurts our customers now, which can cause an explosive effect. With these thoughts, we come up with concepts and ideas for research, articles and so on.

2. What are the main content promotion channels and types of content you use and why?

We use our blog, posts in social networks, YouTube. We try different formats, we use and just SEO articles. Facebook is always best for us, paying for involvement, you can spend 500 rubles and you will already see whether it will take off or not, it's viral or not.

3. How many people are involved in content marketing?

From 1 to 3.

4. How do you allocate a budget for text promotion?

We must do it - we do it, we try to do without a budget at all, not counting the salaries of our employees.

5. Who analyzes content strategy? How does this happen?

We have a team, we are engaged in everything and everyone, from product to marketing, we exchange opinions, we drop interesting articles to each other in the Telegram. It happens we attract large specialists for consultation.

6. Who needs content marketing, and who can do without it?

Good content marketing is needed by all. This is an opportunity to convey your expertise. Any business has something to tell, each in his business must be a master.

7. What advice would you give to novice content marketers?

To know for whom they write, to know their pain, and also to do what they themselves would like to read or watch.

Ekaterina Shirokova, marketer and editor of the Kontur service. The SKB Kontur company

1. How do you develop a content strategy? How does this happen in practice?

Everything is very simple with the content strategy: we are moving away from the goals of the product. "Elba" is a service that helps to conduct business and submit reports via the Internet. Here’s how the service’s tasks are related to the content now:

Challenge in "Elbe"

Content

We care about current customers. We follow the changes in the laws so that the service works correctly, and users know in time if the state comes up with something new.

We write posts for the blog about updates in the service, taxes and reporting. We write about changes in legislation in the "Background". Sometimes we shoot educational videos about the service and conduct webinars. Once a month we send a digest with the latest articles.

We attract new users. They come to the site to read about accounting and business, and then get acquainted with the service if they want.

We write in the accounting and business headings in the blog, the basic articles in the "Help" on how an entrepreneur to deal with accounting. Reposing articles on Twitter, we allow ourselves more on VKontakte and Facebook.

We attract very young entrepreneurs in the service.

We are interested in the audience of budding entrepreneurs, so we opened the "Business Registration" section with tips, instructions and other useful things. Now we are planning a training course for these guys.

We attract cool developers to the team.

We show the team in Instagram, and the processes in the blog. We tell about vacancies on "Tilde", from time to time we write on "Habr" and on VC.

Representing Elba in the outside world as an expert in accounting and taxes.

We respond to comments on the blog and social networks. There are a lot of questions about service, bookkeeping and business, so we began to involve our technical support in the answers and to pump the writing skills of the guys.

We give comments and write columns in the media. For example, “The Secret of the Firm” was told what to do if the tax office counted too many taxes, and “RBC” - about the situation with the general tax system.

We have editorial policy and publication plan. Redpolitika helps to write uniformly, it is easy to involve new authors, to argue less on trifles.

We usually plan publications for a month in Excel. When planning, we start from the questions of users in the blog, changes in laws, releases in the service. We are attentive to SEO and add topics that are interesting to us.

2. What are the main content promotion channels and types of content you use and why?

I told about the channels above, because they are closely related to tasks. The main types of content: large articles on the website and in the media, collections in social networks, screencasts.

3. How many people are involved in content marketing?

Six. Now in the promotion team is a marketer-editor, an internet marketer, a copywriter, two experts and a designer. All-universalists, for example, copywriter Misha understands startups and marketing, and analyst Olya helps to refine the service, always up to date on innovations in the laws and writes articles herself.

In general, the content is created by the whole team: not only marketers, but also developers, testers, designers, usabilityists, because everyone can write to the blog, criticize any of our text or newsletter, and that's fine. For example, developer Sasha once wrote an article on Habr, and mobile developer Dima shared his impression of a good book in a blog.

4. How do you allocate a budget for text promotion?

We experiment a little with budgets, at least for now. The main budget is spent on contextual advertising in conjunction with the landing pages, these investments are returned. Content is not yet advertised, readers are not catching up with advertising service. Basically we collect search traffic.

5. Who analyzes content strategy? How does this happen?

Until now, we have not done anything out of the ordinary with content, so our strategy is time tested :) We look at the fact: whether attendance or awareness is increasing, whether visitors are converting into registration, and registration - into service clients. We evaluate whether our content works on the business problem to which it is attached or not. The analysis involved in marketing and project manager.

6. Who needs content marketing, and who can do without it?

It is precisely necessary for complex high-tech products, when one landing page with a story about features is not enough. To a product that only forms a previously empty market, it is important to tell more and in different ways. Small businesses that do not have a separate budget for advertising, it is very great to start promotion at the expense of interesting and useful content.

Content marketing is not needed by companies that constantly deliver products to the same firms. For example, they participate in tenders and serve 5-6 companies per year.

7. What advice would you give to novice content marketers?

  • Learn how to write well, to be able to distinguish between bad and good, very quickly write good text or edit someone else's. This is a Mast kev, start with the info-style.
  • Different cool media, companies and people are constantly doing something interesting and writing about it. And you read :) Our list of blogs, channels and books.
  • Good content is formed around the product, the field in which you work, and your team. Therefore, study the product from and to, regularly follow the news in your area and find people with whom you are comfortable and fun to work.
  • Do not be afraid to experiment: there is a set of tools, but there is something that works or does not take off specifically for you.
  • Develop thinking: this is useful when you plan a strategy, and in general. You can learn from Ludwig Bystronovsky.
  • Love life and people. Be interested in everyone, travel, try different things and ask questions.

Daniil Bazhenov, LPgenerator Landing Services Cloud Marketing Director

1. How do you develop a content strategy? How does this happen in practice?

Based on the semantic core and the frequency of requests + we use foreign analogues (blogs). There is a content plan for headings with the frequency of publications. Copywriters write, translators translate, SEOs give a vector.

2. What are the main content promotion channels and types of content you use and why?

SEO because it works.

3. Сколько человек заняты в сфере контент-маркетинга?

Штат 3, внештат чуть больше 10.

4. Как вы распределяете бюджет на текстовое продвижение?

Основной упор мы делаем на свой блог. Дальше по приоритету идет гостевой постинг на сторонних площадках. Далее социальные сети. Планируем активно заняться своим каналом на YouTube.

5. Кто проводит анализ контент-стратегии? Как это происходит?

Главред, CEO (исп. директор) и сеошник.

6. Кому нужен контент-маркетинг, а кому можно обойтись без него?

Кому нужно много трафика. Who does not need a lot of traffic.

7. What advice would you give to novice content marketers?

Clearly formulate a goal, hence the tools will be clear. Much and often or less, less often and with a unique style. Explore your target audience and find out what they need.

Anastasia Razvozzhaeva, PR-manager of CallbackKILLER service

1. How do you develop a content strategy?

Initially, the strategy was developed by our management - company founder Alexei Molchanov, co-founder Diana Molchanova and editor of the magazine.

It was decided to create daily headings - on days of the week.

At the moment we are working with such headings as:

  • Interviews with successful people.
  • Expert articles.
  • Reviews of developing useful books.
  • Reviews of useful services.
  • Cases of our clients.
  • ABC Internet Marketing.
  • The exploits of the company's employees.

This is the main strategy that we have been following for three months now. Content is aimed not only at the company's customers, but also at entrepreneurs, as well as ordinary people who read Alexey Molchanov’s blog and want to become successful. Therefore, the main emphasis is still on developing useful materials. Our principle - the article should be as clear as possible, the simpler - the better that both the housewife and the professor can understand it.

How does this happen in practice? The editor selects interesting topics, interview characters, experts, and writes content along with a journalist. In June, the leadership decided to write two expert articles a week - as practice shows, this content is most in demand by readers.

2. The main channels of promotion

Since April 2017, all content has been published in VKontakte groups: Envybox by Callbackkiller and Exposing Business | Alexey Molchanov's blog, as well as in identical Facebook groups.

In June 2017, we launched a blog. Also recently they began to actively publish on the Spark platform and launched their own channel, Envik-NEWS, in Telegram.

In our opinion, we use the most modern promotion channels, and this is exactly what is necessary for a successful promotion.

3. How many people are involved in content marketing?

All main content is written by two journalists, employees of Envybox by Callbackkiller. The designer also works with us - he is responsible for the visual component of the articles.

4. How do you allocate a budget for text promotion?

The management of the company will be able to answer this question.

5. Who analyzes content strategy?

Content analysis is done by the company's executives themselves. It is they who approve the final version of the article, which are subsequently published. All material is sent to management through social networks, so the approval process is minimized.

Alexey Molchanov analyzes statistics on WordStat and other services.

6. Who needs content marketing, and who better to do without it?

Content marketing is primarily interesting for entrepreneurs. But now anybody can be a “spectator”.

7. What advice would you give to novice content marketers?

First and foremost, listen to your readers! If several readers write at once in the comments that the article is uninteresting / controversial - most likely it is. Admit your mistakes and write better next time!

The second and also important - get involved always and everywhere, make the necessary connections, look for competent experts. Saw "VKontakte" interesting article - do not be lazy, find the author, add as a friend! perhaps it is with him that you will write a cool article that will glorify you on the entire Runet!

Third - do not skimp on the proofreader and editor - the content should be perfect. Even a trivial mistake, can be, and can discourage potential readers from you.

Also novice content marketers want first of all patience and endless creative resource. Read more, develop and grow above yourself and, of course, do not be afraid to try yourself in something new! All must succeed!

findings

  1. To develop a content strategy, it is useful to use not only the content department, but also employees / managers of other departments to produce as many ideas as possible.
  2. Before you develop a content strategy, you need to make a detailed profile of the target audience.
  3. Content, like product, should be focused on consumer issues. The more effectively he solves problems, the greater the return.
  4. Analyzing the content strategy, build on the reaction of the audience.

Thanks to all the companies that have commented. We are grateful for the openness and desire to share experiences.

Watch the video: How to Write the Perfect Resume Career Profile (December 2019).

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