How a periodic table of content marketing can contribute to marketing strategy
A periodic table of content marketing is a visual representation of the key elements and strategies that make up a successful content marketing campaign.
A study by Content Marketing Institute (CMI) reveals that 73% of B2B marketers and 70% of B2C marketers use content marketing as part of their overall marketing strategy.
Content marketing can serve as a guide or a blueprint for developing a comprehensive and effective content marketing strategy. By breaking down the various components of content marketing into specific elements, marketers can gain a better understanding of how to create, distribute, communicate and collaborate and optimise their content. A periodic table of content marketing helps you break down your strategies into small portions to help you execute them holistically.
According to HubSpot State of Marketing report, 82% of marketers actively use content marketing to solve their customer’s pain points and generate more leads.
How can a periodic table of content marketing boost business growth?
The periodic table of content can boost your business growth if you understand the right usage and implementation of all the elements of content marketing in the right way.
Let's explore the factors of a periodic table of content marketing and how they can contribute to business growth based on current trends and best practices:
1. Content strategy
Following the HubSpot state of marketing report, 48% of companies that have a content marketing strategy in place can leverage blogging for prospect conversion at a fast pace.
The foundation of any successful content marketing campaign is a well-defined content strategy, including goals, target audience, content formats and distribution channels. Not only this, but you can see this entire process from the initial stage to what customers give you. The periodic table can help you break down the blog strategy even further and give you a complete view of where it can be published, distributed, shared and repurposed and how it is expected to fare – all under one single roof.
2. Content format
This is where you decide the best content format to be the most engaging content asset for your customers. Being aware of and implementing a captivating format can set your brand voice according to the clientele.
A periodic table of content can enable you to break down the various content formats that you can use your content in (blog, video, infographic, social media, Ebook, Eguide, whitepaper, case study) and decide which one will fetch the best results.
3. Repurposing
Do more with less! You suddenly realise that you have already generated excess content and there is nothing more to be covered. During such instances, the best thing to do is repurposing or reusing the content you already have. Got similar blogs around one topic? Create an Ebook or Eguide! A blog worthy of becoming a video? Do that!
Curating a fresh new copy takes more time in collating factual data and hours of effort in researching to gain in-depth knowledge of a topic. However, the best way to make worth of existing content on your website is repurposing it.
4. Distribution channel
Channel distribution solely relies on the type of content you produce -- web content, emails, blog post, whitepaper, Ebooks and others. For instance, if you want to publish a whitepaper, then it should be published on your website. Similarly, blog posts can be published on websites, and other platforms like Medium, LinkedIn or Quora. Want to announce that you have a new whitepaper? Use social media! According to Statista, 3.43 billion people are using social media in 2023.
5. Metrics
The effectiveness of your content marketing efforts needs to be measured at regular intervals through metrics such as traffic, engagement, leads, conversions and ROI so that you are able to optimise your strategy and improve your results. Additionally, content audit is another method to list all data in one place and analyse the gaps and scope of improvement for your website.
Conclusion
If followed correctly, a periodic table of content marketing/elements can help you have a clear set of guidelines, framework, reference point, formats and awareness of what your audience wants. With this, you can solve the pain points of your customers.
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