delving deeper with content marketing

Delving Deeper with Content Marketing

How to strategize and get organized.
Part 2 of our 2-part series

Creating and sharing valuable content is a great way to spread the word about your church, but content is only as good as its positioning. If you’re not directing your content to a specific audience at an opportune time in a visible and sharable way, your message does little good. So before you dive into the brave new world of content marketing for your church, let’s take a moment to talk strategy.

 

Define Goals

It’s okay to have more than one goal for content creation. Different pieces shared through different medias will meet a variety of goals. Even so, it’s a good idea make a list of goals so that each piece of content can be matched with a goal. Here are a few examples of what these goals might look like:

 

A piece of content can meet more than one goal. For example, any piece shared on your website is going to help SEO, but that shouldn’t be the only reason for posting it. The piece should fulfill one of the other goals as well.

Once you’ve defined the goals for a piece of content, determine where that content should be positioned to best meet that goal. For instance, an article written by one of your youth about a local mission project he recently participated in through your church may meet several goals. It tells a story that will interest church members and community members who are not connected with your church. Publish it on the general church blog, where members can easily find it, and make sure to share it in places like Facebook (where individuals can share it to be seen by friends who aren’t yet connected with your church).

Now, let’s say you take a video of your pastor’s sermon every week and post it to YouTube. The goal of the sermon is to build trust/rapport with current church goers. Just publishing the video on your YouTube channel is fine — those who are looking for it will easily find it when it’s available. There’s no need to clutter up other, more outreach focused channels (like Facebook) by also posting the video there every week. Of course, if you do have a particular sermon that is outreach focused and engages the greater community or addresses a current event, it’s definitely appropriate to share that sermon — or perhaps a short but powerful clip or trailer — through your outreach channels.

 

Strategize as a Team

Succeeding with content marketing requires teamwork and coordination. In order to make the most of the content you’re creating and minimize duplicate efforts, you’ll need to regularly gather as a team to discuss your content plan and strategy. Weekly meetings with everyone involved in creating or publishing content are needed.

At weekly meetings, share ideas for new content and discuss how already-created content can be repurposed and redistributed. Consider what content already in your library is relevant to current events and social issues. Assign content creation and content repurposing to those who are best suited to do the job. For example, just because the pastor preached the sermon does not mean that he’s the best one to either create a “highlights” video or write an article using the same content. Let your video guy handle video and your writer write — the pastor can give his feedback and approval once these pieces are created. You’ll also want to lay out a plan and timeline for how, when, and where each piece of content will be published and shared.

 

Use an Editorial Calendar

Those who take content marketing seriously use an Editorial Calendar to keep content creation on track. You’ll find this tool very useful during weekly content meetings. The editorial calendar can be as simple or detailed as you like, but here’s some information it should include:

 

Fill out pieces of your editorial calendar as far ahead as you can, making sure that you’re planning for relevant content around the calendar year covering topics like back to school, Christmas, New Years, Easter, and summer break as they come up. The editorial calendar should help your team get a long term picture of what you’re planning throughout the year and see short term specifics for what needs to get done this week.

The editorial calendar is a working document, meaning that as things come up it can be added to and changed. It should help your team stay focused, prioritize, and delegate tasks to accomplish what needs to be done in a given week to stay on track for a great year of content marketing.

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