Lesson Learned: Cookie Cutter Content Marketing Plans Aren’t For Everyone
Today I want to talk about cookie-cutter marketing plans and why they don’t work for everyone. What do I mean by cookie-cutter marketing? It’s a marketing plan or strategy that is broadly applied to any and all organizations, regardless of their business or end goal. Marketers can easily fall into the trap of cookie cutter plans when they adopt so-called “best practices” that are being touted by every marketing consultant under the sun, but as every business owner knows, what works for one company does not always work for another and cookie cutter content marketing definitely falls into this category.
Content Marketing Evolved, Marketing Strategies Needed To Evolve Too
In the early days of Internet Marketing, you could see impressive results by doing what everyone else was doing. There were plenty of clients that I worked with who would be given a standard content marketing plan that might have looked something like this:
- 4 blog posts
- 1 SEO press release
- 1 eBook
- 2 articles
- …And a few social media posts
This strategy worked well for a while, but eventually, search engine algorithms changed and the same old, same old, did not produce the same kind of results that it used to.
The algorithms evolved. The way people search evolved. The way sites are ranked evolved. It was time for content marketers to evolve as well and that meant approaching content strategy and development on an individual basis.
The Rise Of SWOT Analysis
Instead of cookie-cutter marketing plans, I started using a SWOT analysis with my clients. SWOT stands for Strengths, Weaknesses, Opportunities, Threats. By identifying an organizations’ internal strengths and weaknesses and external opportunities and threats, marketers are able to design more effective Internet Marketing plans; plans that speak to the right audience. Content marketing efforts that reach the right people at the right time are far more effective nowadays than simply putting out a certain number and type of content.
For example, if your target audience is not heavy users of social media, why waste time and effort crafting regular social media updates? Just because you’ve heard that it’s the thing to do? This makes no business sense.
Instead, you should identify where and how your target audience prefers to receive their information and target them through those means. That might be through email, newsletters, special offers, or onsite blogs.
Personalized Content Marketing Is Here To Stay….For Now
This is the key to effective content marketing today – who is your audience, what content do they want, and how do they want to access it? Figure this out, then build your content strategy around it. Content marketing today is all about personalization and while that may sound intimidating, it’s not. Developing a personalized content marketing strategy does not mean starting from scratch. It means taking a good hard look at what works best for your organization and building on what you already have to increase your reach even further.
As technology evolves and the way audiences consume information changes, content marketing strategies may need to change again. I’m okay with that. If there is one thing that I have learned from past experiences, it is that when change happens, it’s foolish to try to resist it. Adapting to change as it happens will keep you ahead of the curve and in the game.
Do you need to rethink your content marketing strategy? Contact Orlando Content Marketing for a free consultation!
Photo: Cala Maffia