The Masterclass: Winning with content, an event hosted last week by EIE Nigeria, in conjunction with ID Africa, at Social Media Week Lagos was part of the event’s educative classes targeted at sharing insight into the impact of social media and technology on business, society, and culture.
Femi Falodun, COO, ID Africa, in a very interesting presentation explained in details how to strategically develop winning content. His key points were; content creation and management for impact and engagement, understanding how content translates into impact, and lastly, recognizing which is king between audience and content.
After thoroughly defining content marketing and explaining that its ultimate goal is to attract new customers, he went ahead to list some categories of content that work, such as cartoons, quizzes, newsletters, videos, infographics and much more.
In the process of developing content strategy, marketers must focus on ultimate business purpose and goals, their key target audience, the adopted storytelling style, daily content development process, marketing metrics and tools for measuring the content’s performance.
Beyond merely creating creative content, it is also important to come up with a documented plan and calendar that will guide the strategy and ensure its success. The content process also includes activities such as optimization, conversation & listening, then finally measurement and learning, which involves studying data and analytics to determine the reach, engagement and sentiment.
He concluded with some quick and easy tips such as: tracking trending topics, mapping content ideas against Google analytics, having weekly meetings to ensure alignment, and several other useful pointers that will lead to a successful content strategy.
See full details of the presentation in the slide below: