Content gains its true value only through its comprehensiveness and coherence

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Primož Inkret

Content marketing is appropriate for everyone. All companies and agencies already have portions of different content activities, tools, or media. But content gains its true value only through its comprehensiveness and coherence.


Selection and focus on development of own media

According to industry, sources and, above all, the way in which your audiences consume content, choose one medium (daily, magazine, portal, apps …) and in the first stage direct all efforts in terms of preparation of relevant and useful content to the building of audience on that medium.

Establish an editorial calendar

The preparation of a comprehensive annual content plan, divided by topics, keeping in mind the different goals you set up, and content targeted at different target groups, as well as distribution across different media. This is the foundation for starting a successful content strategy.

Research and development of target groups and their key moments of life

Good and accurate knowledge of the audience you wish to communicate with is a starting point for good content. In the beginning, simple conversations with your real or potential clients are enough.

Prepare content with accent on exclusivity

Try answering the question as to what makes your content different, where it shouldn’t talk just about your brand, but build stories that have relevance and value for your customers.

Development of internal organization and creating jobs and tasks

When changing the way of thinking and redefining the focus or priorities of communication, the next step is to build the appropriate competences in marketing and communication departments that need a different job description, as well as different structure.


Preparation of content based on data analysis

Listening to the environment and analysing content on social media, understanding trends and search terms, as well as accurate analysis of content that appears in public media, is a starting point for content preparation and optimization, so that it could resonate with the target groups you have chosen and, consequently, be more effective. In addition to analysts who seek and process data in different ways in digital and social media, a good and experienced editor will be an important and useful member of the team

Development of media-neutral content

According to my experience, this is one of the most difficult tasks that requires a team composed of people with different competencies, and leadership from a content strategist. A structured approach and a process that determines the real needs and values of the target groups in the first phase are necessary, and on this foundation the first content questions are shaped and answered.

Advanced content distribution across all responsible owned and other media

Content requires distribution and we can even say promotion. In the future, most of the classic advertising formats will promote longer content, especially in owned media. Such a promotion is best illustrated by “trailers” (I just don’t understand why these are not called video ads?) for movies or longer content formats.

Transfer of results of business analytics of content activities to the fields of procurement, sales, research and development

With the data that you reach first and foremost on the basis of utility, or useful content types, you can get relevant sales and development data. For example, why women are particularly fond of certain product colours? If there is great interest in a certain product functionality, you can use that data to manage inventory and align price policy.

Measurement on the company level using jointly defined KPIs

A company is only one entity, and customers see only one image, even though they may have multiple contacts with different company departments. Good overall content marketing management also dictates the defining of common goals between departments because this is the only way for departments to link their tasks and monitor the efficiency and overall experiences from the standpoint of the consumer.

Content library

More and more companies have in their archives multiple “pieces” of content, making it even more important to structure, streamline, and manage all the existing content in a variety of formats. You need to make a complete list or library of contents, manage it and keep it up to date.