Here is the 3-part NewsCred series on integrated content marketing campaigns. In Part 1 we built the business case for an integrated approach to content marketing. In this follow-up, we offer the NewsCred perspective on campaign best practices for content marketers. Next time, we'll provide you with a "Getting Started" guide, answering frequently asked questions, such as how to get membership, collaborate with new teams, set up the right processes, and more again.
Let's start with a brief update: you now know that an integrated campaign is a strategic marketing framework that proposes on several fronts and is characterized by:
Have a tactical plan that optimizes the use of content and provides a unified (ie, consistent) message.
Result of a process that encourages collaboration, bringing together teams around a shared mission.
This is a proven way to provide today's customers with a seamless multi-channel experience.
But how is an integrated campaign a success? In the second part, we explore best practices, focusing on six key features of creating an integrated campaign. These are our best tips for content marketers (or any type of marketing specialist) who are embarking on the implementation of seamless omni-channel campaigns.
1. Set a start and end date
There is a common misconception that campaigns can be timeless or "always active". It is not a campaign. This is a publishing cadence . It is important to have a constant stream of content to drive and keep your audience coming back for more, this is not the purpose of a campaign. The role of a campaign is to reach a wide audience in a short time. They require greater investment and resources, must be strategic in terms of timing, theme or trend (whether cultural or industry driven), or they must be able to communicate an important message of the brand. As such, each campaign should have a start and end date, and then be integrated with the rest of your ongoing efforts.
Identify your key campaigns for the quarter or year and make sure they have a clear start and end date. But what about recurring campaigns (for example, "Priceless" from MasterCard and from LinkedIn's series of sophisticated marketing specialists )? These must have a version-based start date and end date, which ensures that improvements can be made between rollbacks to keep the campaign up-to-date and optimized.
2. Invest in campaign notebooks
A marketing campaign brief is one of the most underrated – and yet necessary – tools of an integrated campaign. As the foundation of any integrated campaign, we consider it a key element of successful campaign planning. Why? An excellent campaign brief not only ensures the transparency and visibility of the campaign lifecycle, but it is also a tool for strengthening governance and empowering stakeholders. Marketing campaign briefs (not to be confused with creative or content briefs) need to find a balance – well, in short – while covering the essential details about the goals / targets, the target audience, branding principles, teams, budget details and measurement.
Do not be discouraged by the seemingly slow pace of creating a campaign brief – a well-written text that actually speeds up the campaign process. How? He prepares the ground for your integrated campaign plan . Once completed and distributed, it helps everyone act quickly and clearly. Campaign briefs often lead to better campaigns. Acting as an anchor point for aligning and targeting your team, they provide a clear trail of accountability and allow the organization to assess campaign performance against goals and indicators. predefined key performance.
3. Apply your taxonomy
According to the Content Marketing Institute (CMI), only 14% of content marketing organizations have a taxonomy. A Taxonomy (for a Content Management System) is a universal system of language, labeling, and classification that determines the hierarchical structure in which content is created, labeled, and rendered accessible to a multifunctional organization. A taxonomy of content serves many purposes when it comes to campaigns. It aligns your execution efforts with elements of your content strategy such as pillars, themes, personas, steps, and so on. Tagging content resources also allows you to analyze data by clipping to discover deeper information and thus inform future content. and campaign planning.
Another Advantage of Meta-Labeling Strategy : Combined with a robust content library, it is a great way to ensure that your content is findable and reusable, thus avoiding duplication jobs and promoting its use. F In addition, a taxonomy can also increase campaign performance by targeting specific moments or characters, creating more meaningful interactions through recommendations and / or customization. Whenever possible, use this best practice to ensure that your campaigns and the content around them are consistently tagged for greater efficiency.
4. Offer good visibility
It is important to give visibility to the campaign at all levels of the organization: this allows users to make quick decisions, mitigate content chaos and prevent duplication. However, even if everyone shares the same challenges, including growth, maintaining transparency and speed of execution, not everyone has the same requirements when it comes to business. ; information.
Most often, marketers need a clear vision of key campaign initiatives, timelines, approvals, budgets, resources, and performance to ensure that the organization goes in. the right direction, in with operational efficiency and have a positive impact on businesses. On the other hand, channel owners and content creators may need more details about the tactical elements of workflow and production to ensure effective campaign implementation, so accurate and timely.
By giving more visibility to campaigns, you are able to provide an overview of marketing initiatives to those who need them, as well as a more granular view of specific stakeholders. This allows a certain level of agility especially with respect to the responses to the ad hoc work demands and the optimization of existing campaigns.
5. Align to clarify the objectives of the company
Each campaign must be linked to a goal to advance the business. Having clear goals helps you determine which activities deserve to be spent on effort and resources, and helps you manage the performance of a campaign.
A successful integrated marketing campaign aligns with a full funnel approach, which allows marketers to select appropriate channels and assign key performance indicators relevant to their campaigns. Marketers must personalize the approach, creativity and channels for each distinct step of the funnel (awareness, consideration, decision). For example, the role of funnel-top campaigns is to develop a business or brand over time by building brand awareness, developing a stream of new perspectives (for example, the Always as a Girl Campaign campaign). P & G .) For campaigns targeting the bottom of the funnel (eg, #ShareACoke campaign of Coca Cola ), the goal is to influence and to convince potential candidates to carry out the desired action. There are also campaigns that target more than one funnel stage (for example, GE's campaign #BalancetheEquation which built the brand and also favored the city. talent acquisition) or who are focused on retention (for example, from Apple, the iPhone Campaign has maintained their position as a brand of first-rate smartphones.) By understanding the role of a campaign at every stage, marketers can manage performance expectations and determine how well the campaign fits into the overall goals of the company.
6. Adopt an omnichannel approach
When we talk about campaigns, we are talking about integrated campaigns, which implies an omni-channel approach. Before rejecting this as another buzzword, listen to us. An omnichannel marketing approach is to provide customers with a unified concentration experience across all channels of a campaign (keyword: transparent). This is a true marketer of the success of the integrated campaign. It is often confused with multichannel, in which a customer can chat with a brand on various platforms, but the experience is not necessarily consistent. Big difference.
It is important to think about the customer's journey (and the channels) as a whole, rather than as separate entities. This means understanding the purpose and potential of each channel and their interaction. When it comes to channel selection, focus on quality rather than quantity. We recommend a 70:20:10 approach to investing in channels: taking into account your target audience, we recommend investing 70% of your budget on channels that you know how to work, 20% towards channels that you think you have potential and 10% to wildcards.
Finally, remember that marketing is both a science and an art and that creativity and relevance will be your best partners for amplification. There are also innovative offline and digital examples such as the recent New Balance #BeTheException combining outdoor advertising, AI software and traditional public relations tactics.
Checklist of Best Practices
At their 2019 Marketing Symposium, Gartner stated that marketing executives spend 25% of their time planning, but more than half is lost. However, you can remedy this by ensuring that you adopt best practices for campaign planning and execution.
Before launching your next integrated campaign, use the following checklist:
Is the start and end date of your campaign clear?
Is there a documented memoir?
Have you applied meta-tagging to your taxonomy?
Do you offer the right amount of visibility based on role, function and seniority?
Are you ready to succeed by clearly stating your goals and associated key performance indicators?
Is your campaign really integrated?
If you need to develop your business case for integrated campaigns, see the section of the first part of this series .
And if you're ready to learn how to plan and execute integrated campaigns, sign up for our next webinar.