If you are looking to add organic marketing including SEO and content to your mix, understanding how it can fit in with your existing workflow and campaigns can make the transition easier and more effective.
If you’re wondering whether or not search and content marketing is right (or worthwhile) for your brand, remember that search and content continue working long after you stop paying for them, and drive a large percentage of traffic and conversions for ecommerce, retailers, and brands of all sizes each year.
No matter your team size, you can make a lot of progress by implementing measurable, repeatable practices into your marketing mix. Getting started isn’t as difficult as it may sound.
Below is an excerpt of the 10 steps required to create an effective marketing workflow that integrates your search and content efforts. You can also download the PDF version here.
Step 1: Create a campaign
All marketing efforts can be thought of as campaigns. From holiday discounts to overall brand awareness, all deliverables can be grouped together to be measured, compared and optimized accordingly. Some examples of when you might create a new campaign include:
- Releasing a new product
- Conducting a sale / giveaway / sweepstakes
- Hosting an event
- Promoting another aspect of your brand
- Raising general brand awareness
Step 2: Define campaign deliverables
Before beginning measurement and optimization of a campaign, you should have a list all of the marketing items that will be included or that you are responsible for, such as:
- Blog posts
- Landing pages
- Social media
- Marketing collateral such as white papers, case studies, etc.
- Updates to existing web content
Step 3: Set up campaign parameters
Campaign parameters are the specific boundaries that separate these marketing deliverables from others. Your campaign parameters should assist you in reporting and optimization efforts.
Certain deliverables can be part of multiple campaigns, for example – your website may be part of your general awareness efforts but may also be updated with a home page banner to reflect a current promotion, meaning it can be included in both campaigns.
Examples of campaign parameters can include:
- A time period (e.g. Q1, April 15-30, Black Friday & Cyber Monday)
- A specific geography (e.g. the United States, China)
- A site (e.g. acme.com, acme.com/blog, acme.com/black-friday-tshirt-landing-page)