The Content Marketing Pyramid – Convert with Content
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Content lies at the core of Google Algorithm and until Google discovers a new way of ranking websites on the SERP, generating content is going to be crucial for businesses. A content marketing plan ensures your business has clear objectives with the content and you achieve the goal.
However, content marketing can be overwhelming. It’s the combination of various activities strategically brought together to work in harmony towards the organization’s goals.
80% of users prefer organic results over paid ads. Having clearly defined roles and activities can help the organization boost organic traffic (free traffic). That’s where the content marketing pyramid comes into play.
Why Use the Content Marketing Pyramid?
The content marketing pyramid is a good way of documenting the content strategy. It helps you clearly define the goals and the priority of the team. Increases productivity and ensures valuable content is generated within a set timeframe.
Inefficient or lack of consistent content generation is one of the primary concerns of marketers. If we observe research conducted by Content Marketing Institute, it indicates that a mere 38% of B2B marketers think their organization’s content marketing efforts to be effective. The content marketing pyramid streamlines the tasks and eliminates the hurdles of meeting the content goals. A smart framework will help you avoid chaos, a paralytic customer experience, and wastage of valuable resources.
An Overview of the Content Marketing Pyramid
The content marketing pyramid highlights the various types of content the business should generate and how much of which. The Pyramid can be divided into five sections. Here are the five from top to bottom.
- Research, case studies, and thought leadership
- Presentations and long-format blogs
- Infographics, webinars, and slide shares
- Contributed content and short-form blogs
- Curated Content
The Pyramid lists high-effort and rare content at the top and easily generatable content or low-effort content at the bottom.
Curated Content
Curated content is the foundation of the pyramid. It consists of pieces of content that are not a part of the editorial calendar and generating them does not require huge efforts such as blog comments and social media posts. As these contents can be classified as low-effort, you should be doing a lot of this on a daily basis.
Contributed Content and Short-form Blogs
As we progress higher in the content marketing pyramid, this section includes short-form blogs that take a little more time, but you can still push a lot of it over a period of time. You can take ideas from comments and social media to form small 500 words blogs that answer a particular question. You can produce the
content on a weekly basis, if not daily. Guest posts on other relevant blogs in your niche should also be a part of the strategy. It helps spread the word beyond your existing outreach network. Not to mention, it gains you valuable backlinks and improves SEO.
Infographics, Webinars, and Slide Shares
These types of content are not considered long-format, but they are time-consuming and require more resources. However, infographics, webinars, and slide shares are considered more impactful.
Presentations and Long-format Blogs
Long-format blogs are descriptive posts that range above 3000 words and are in-depth on a particular subject. You may be able to generate only a few of them over a month. However, this type of content can help your SEO as well as allow you to gain links from other blogs in your niche. They are a gateway content for your level 1 content.
Research, Case Studies, and Thought Leadership
These are the core content you should be generating and should include research, thought leadership, and case studies. They and substantive and original offering deep insight or research. This type of content should be the cornerstone of all the other content you generate. All the other content you generate should guide the user here and generate leads.
The Next Step
Content marketing is a long-term process that has the potential of generating several folds of return for the business. However, without a well-thought strategy, the efforts can turn ineffective. The content marketing pyramid helps you form the objective and the activities of the content strategy. Implement the content-generation strategy shared to take your content marketing initiatives to the next level.
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