Best future of Content Marketing for Business & Scaling Beyond the Noise

Importance of contents is up with them in web market. by the content we expand or are of our brand or business information, qualities, uses, importance etc.
There has been no revolution in the content marketing space. People have been publishing content since the days of cavemen carving on cave walls. The rapid fusion of search and social digital technologies combined with a rapid desire from consumers and audiences to engage in new and creative ways has put content marketing as the hotspot on the search marketing ‘heat map'.
There is no doubt that growth and interest has evolved over time and has been heavily influenced by Google's algorithmic changes (Panda, Penguin, and Hummingbird).
Every individual is now a content marketer and every organization is a publisher right?
Wrong.

Beyond Content 101: Strategy to Scale vs. Tactical Noise

The Internet is awash with content ideation and best practice for creating and distributing content. In just under 0.28 seconds, the mighty Google served me with over 1,070,000,000 results. Many are fantastic, but many more crowd the market with noise and confusion.
Clearly, organizations are now becoming more content savvy and consuming media at maximum capacity. However, the key question, challenge, and opportunity for your business doesn't lie within a tactical, 101, best practice document.
The answer lies within the heart of a business, its culture, and how it scales its operation and produces quality and relevant content efficiently.

The Real Issue: Scaling and Measuring Quality Content

To address the real issue of scale, quality, and measurement, businesses must focus on how to target, structure, and build sustainable strategies and frameworks.
A clear strategy and process leads to far more effective implementation of tactics. Unfortunately many businesses focus on too may tactics (for example, B2C tactics in a B2B market) and in-between all the confusion and mayhem objectives and aims are lost.
Solutions lie "embedded" within culture and the subsequent strategy and process that follow.
A 2014 B2B survey from Joe Pulizzi and the Content Marketing Institute highlighted statistics showing the challenges of content production:

The real business challenge with content marketing lies within production and scale. It begins with a streamlined strategy that gives you scope, process, and bandwidth to execute on new and innovative content marketing tactics without the mayhem.
If you don't do this, then your business faces many issues across resource, quality, and RAM (Random Acts of Marketing and Social Media).
As Pam Moore puts it in her excellent article, "These usually end up smack in the middle of projects."
Teams get sidetracked by RAM, which eats into business time, ROI, budget, and free time; a key source of frustration that many true content marketers can relate to.
Sustainability and success rely not just on content creation best practice, but best practice around internal protocol, asset management, and talent management.

A Content Marketing Business Solution – Built For Scale

If you want to make the most of the content marketing evolution, expand upon tactical execution across content, search, and social, and scale to become a "publisher," it's essential to build a framework that works.
In a recent ClickZ article, Aaron Kahlow set down a blueprint for content marketing success by stating, "You really need a blueprint - a guide - to help you get and stay on track."

To scale quality and relevant content, your culture needs to become the key driver of the following model.

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The best type of content always starts with the user in mind. The user, buyer, and audience decides how good your content is – if it is worth sharing, downloading, and relevant to their need and/or business issue. Your content culture must be based around the user/buyer and optimizing for them first – your business comes second.

1. Understand audience demand – Utilize analytics, survey your audience, and invest in search, social, and market research. Start with the basics. It's economics 101 – demand and supply. As Lisa Barone puts it, "Without this step, you're creating content for a dark room and hoping there are people biting. With personae in hand, you not only get to see the people you're writing for, you become their best friend."
2. Take time to identify and drill down into the different types of personas of people with whom you want to connect and understand. This extends beyond just economic buyer personas. You can go a level deeper and dive into individual personal personas (what is in it for them). Get psychological not just economical!

Audience centric content culture starts with what the audience wants and can then be matched to what your company can offer them. This should be objectively driven.

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We all have a multitude of reasons for producing content. This can range from subjective motives such as a personal desire to raise your brand profile, the simple want to share information and insight and, for some with no experience, to prove your worth as a content marketer and industry expert.
For businesses, content production has to be objectively driven with a clear aim and crystal message. Quality content must serve a purpose.

1. Ensure that before you start your content creation process, you agree on your aim. Is this to deliver timely insight and data, meet a set business objective or goal, support a marketing message, or match a product innovation to a market need?
2. Once you've established your aim and gained buy-in from relevant stakeholders in your business across sales, client, product and marketing services you can then, and only then, begin to craft your message and think about assets.

This is a critical stage of the content process and it is where many companies can come unstuck. If you don't establish the aim and key message you will waste vital content time and resource. Bottlenecks are created as stakeholders go back and forth editing multiple versions of content and messaging.
resource: http://searchenginewatch.com/article/2328025/Future-of-Content-Marketing-Business-Scaling-Beyond-the-Noise