Recently I read an article on how campaign-based content will kill your marketing strategy by Sarah Goliger and I read it because the title was so bold and contradicted what I believed about campaign-based content.
The article was well written and proved many valid points, but it made me realize that people often have a different definition of what campaign-based content is, or more specifically, what a campaign is. With such a bold statement my fear is that it could prevent users from using an effective marketing tactic to target and audience and improve overall marketing and sales metrics.
Why Campaign-Based Content?
Campaign-based content is simply content that is directly tied to a campaign. The reason the marketing industry is so focused on content is that it is the foundation of many digital/inbound marketing tactics.
Your business cannot have a strong presence on social media without producing original and resourceful content. Your website won’t rank on search engines without a large website full of original content. Your emails would be sales pitches instead of resources without content.
Why do we care about original and resourceful information? No one wants to be sold anymore and search engines won’t rank the same content twice.
The reason campaign-based content works is so that it is focused on a specific topic and audience. This allows the content to serve as a sales piece cloaked in as a brand awareness piece. It makes it a friendly piece to read when a user searches for information on a search engine or sees a link shared on social media, or has a personalized email sent to them.
This also allows your sales team to speak with more authority on the topic at hand, after reading the resource of course.
How Campaign-Based Content Works With Long-Term Content Marketing
Campaign-based content can provide the same results that long-term content marketing strategies have if you apply the same principles. This is because when you plan a content campaign you need to ask yourself, will this content stand the test of time?
This is where I realized that Sarah in her post, had a very specific definition of a campaign. It seemed that she was specifically referring to a time sensitive campaign like a campaign around the holidays. I agree that time sensitive campaigns can hurt the production of the long-term marketing strategy, but that doesn’t mean campaign-based content would kill your marketing strategy.
Content Strategies for Campaign-Based Content
Basic strategies to apply to your campaign-based content are:
- Identify business goals
- Target an audience or vertical
- Plan for content measurement
- Create a hub for the content on your website
- Write evergreen content (and lots of it)
- Link your content together to increase engagement
- Promote content on owned media (and don’t stop promoting it)
- Write more content
When you first start your campaign-based marketing efforts, you may spend a lot of time up front creating a hub of content on your website. If you look at the graph below, the dots at the bottom of the graph represent time spent creating the content. (Screenshot from Unifusion software)
You can see that initially, investments into content were made frequently, but over time the investments slowed down and eventually stopped. This is true with a lot of campaign-based content. After the first quarter, you may only add one or two pieces of content each quarter, but you won’t stop sharing the content. Because the content is still relevant and can still generate revenue and produce a positive ROI.