There are three important things that every marketer is worried about when creating a content marketing plan: Creation, Management, and Distribution.
Content creation is a core concern for any content marketing strategy. “What should we write about?” is the single biggest reason most marketers don’t get started with an effective campaign, or falter after only a short burst of enthusiasm.
Management of content is unfortunately the first thing to go for reasons of practicality; there simply isn’t always a good way to manage content. Marketers pressed for time often skip the management dilemma and head straight to distribution, which can leave bad or outdated content right where you don’t want it. It also makes for some uncomfortable discussions when objectives, metrics and cleanup become the focus of necessity.
Where to distribute is rarely a problem for content marketers who are well connected to social networks, but the issue of convenience is another big hangup that causes trouble down the road. A convenient workflow is essential for keeping pace and avoiding failures related to fatigue.
These three seemingly simple concepts can be daunting, and comprise the three most common reasons why most companies don’t have a comprehensive content marketing strategy.
1. Content Creation
At its core, Steptap is a content creation platform built around a standardized template designed to make it easy to create consistent and well-structured content. The Steptap creation tool allows ultimate flexibility to generate unique content while maintaining clean, consistent formatting that is optimized for SEO and usability.
Content options are presented in a series of manageable fields. Each field prescribes a specific type of information that will be included in the completed steplist (post).
The result is a consistent, formatted article that is designed for search engine indexing and customer convenience. Links, tags and content optimized for consumption are all in the right places without having to over-think the process. Uniqueness is preserved with the flexibility to add sections and freestyle the core elements of your content.
Outstanding content that was once difficult to conceptualize is now easier to create and optimize using Steptap.
2. Content Management
How-to content, in particular, can be very difficult to manage when it is not in an optimized central content management system. Customers use how-to content to set up, configure and use your products, and it is essential to keep it up to date with the latest versions of your products.
Steptap provides a comprehensive way to manage content so that you can edit, delete or update any content in an easy way that doesn’t require reformatting. Also, because Steptap is a central management system for all shared content, a single point of contact provides updated information to every point to which the content has been shared or embedded.
Content management isn’t new, but Steptap makes it easy to do in a typically tough environment of highly-specialized and targeted how-to content.
3. Content Distribution
Steptap makes it really easy to share content in a number of ways. Our Share page, unique to every steplist, provides single-click access to the top-five social networks (Facebook, Twitter, Google+, Pinterest and LinkedIn).
When you create a new steplist, our sharing engine creates a unique image optimized for each social network so that posts look good, no matter where they are shared.
We also provide a unique URL for each steplist, as well as a short-URL for posting in small places or simply to save room. URLs are exclusive to each steplist, so any time you share a URL in an email or link, you can be assured it will always lead back to your specific instructional post.
For bloggers and web masters, there is an embed code that allows you to easily include your steplist of instructions on any page of your site or blog. This is handy when it comes to editing content, allowing you to make your changes in one central location while updating the content no matter where it has been embedded.
A unique QR code is created for every steplist, and can be downloaded from the share page for inclusion on brochures and pamphlets, or even on product packaging where your customers can scan with their smart phones to gain access to easy-to-use instructions that are always up to date; no more reprinting of instruction sheets and manuals to deliver a satisfying experience to your next customer.
Give Steptap a try; it’s free! We also have paid upgrades available to provide additional features such as customized branding and advanced SEO as well as service packages if you want to hire our professional writing staff to create your how-to content for you.