How do I integrate content marketing in my own company?

You know you are moving forward in the right path in your marketing journey when the concept of content marketing is involved in you strategies. However, before you start planning for your content marketing activities; one should keep in mind the following thump rules-

1. Content marketing is not a quarterly or yearly plan, but an ongoing process.
2. It should have a long term plan (creating mutual value) rather than short term objectives like traffic, sales etc. Though having some milestones set would help
3. Content marketing is not limited to blogging, but images, graphs, video, apps and even gadgets all contribute in telling your story
4. Content marketing is not about catchy slogans but sharing value, having some benefit to the audience

Before starting, or redefining your content marketing strategy, you should have your content goal set. Content goal is a long term mission which defines what you are trying to achieve. It is not about increasing the traffic, or increasing leads, sales but creating an experience that hold the customers rather than attract them. A Content marketier act more like a publisher rather than an advertiser once you have your mission set, the remaining task can be divided as

1. Creating Engaging content
2. Publishing content in platforms having easy reach to your audience
3. Measuring the impact, reception and adapting to the needs of the audience

When you start working on the content, the focus in mind should be on the question "What I have to offer the community", "For whom this is beneficial", "How is related to my brand", and "Which medium is best suited for consumption of it"

Answering this every time helps you come up with a content road map that creates mutual value with the community and the brand

Next step is to publish these content. Based on the type of the content and the community you may publish and promote the content in a platform most suited for it. For example, if your content explains a complex concept, you may create and engaging animated video that simplifies and explains the concept. This video can be uploaded to your YouTube channel and then used in your blogs and social platforms to promote the content.

One thing to be noted is, whatever content you create, be it infographics, video, text, or images, you need to make your brand visible and provide a link to relevant pages/sections in your site. For this to be practical, your website content should compliment your content marketing initiative.