Jan 22, 2022
In General Discussion
Few things in this world are as delicious as a corner piece of lasagna. For starters, the top layer of cheese is both gooey and crispy. The tomato sauce is sweet yet peppery. The meat? It’s flavorful and hearty. And don’t get me started on the ricotta and mozzarella layers—my favorite by far. via GIPHY Lasagna is the perfect dish. And its perfection is not just defined by quality ingredients, but how each ingredient is artfully layered together to bring satisfaction with each and every bite. That’s where the magic happens. Cooking a delectable lasagna to perfection is not unlike crafting an integrated approach to content marketing. On their own, your tactics may whet your audience’s appetite, but don’t pack the tasty punch of working together to make a lasting impact or drive savory results. Paid, SEO, content, social, influencer, design—all need to work in tandem to ensure your marketing objectives are met. What are the essential layers for a scrumptiously integrated content marketing lasagna? Here’s a little cooking demonstration. The Layers of a Deliciously Integrated Content Marketing Lasagna Layer No. 1: Structural SEO Noodles Noodles are to lasagna as SEO is to content 工作职能邮件数据库 marketing. These are the support layers, helping bind the rest of tactical ingredients together while baking. They provide the structural integrity of the marketing dish—and add some much-loved, comforting carbohydrates. From providing insights about the competitive landscape or revealing content or optimization opportunities based on your current search positioning, SEO tactics help provide context and actionable next steps for developing (and optimizing) your best-answer content marketing strategy. And without multiple layers of topical focus or the right contextual firmness, it all falls apart. Noodles are to lasagna as SEO is to content marketing. These are the support layers, helping bind the rest of tactical ingredients together while baking.CLICK TO TWEET Layer No. 2: Meaty and Savory Content Most of the nutritional value of lasagna is rooted in the meat—or vegetables if that’s your thing. (Yes, I choose to believe lasagna is very nutritious and essential for a healthy body.) When it comes to content marketing, the content you create is what brings value to your audience. It’s what gives them delectable insights, solutions, and answers to their burning questions as they make their journey. However, to really succeed here, your content layer needs to be flavorful, well-seasoned, and fresh. It needs to be the best answer with a great user experience, impressive visuals, incredible storytelling, and valuable information. This means the flavor profile of your content needs to be multidimensional, including different content types (e.g. text, video, and/or audio, or interactive) and fit with your audience’s unique tastes. Layer No. 3: Saucy and Seasoned Influencers While well-seasoned meat and perfectly cooked pasta noodles can satisfy hunger in some cases, it does not yet make for a flavorful lasagna dish. This is where the tomato sauce comes in. Tomatoes, basil, oregano, salt, pepper, and garlic come together to make a delectable tomato sauce to mix with the meat and coat the noodles. But there’s one key ingredient content marketers can add to make an especially spicy sauce: Influencers. Influencers add authority, credibility, flavorful insight, and even more meat to your content. Their seasoned advice also helps bring new, untapped audiences to the dinner table. But the key here is to season with care. It’s important to select, qualify, and recruit the right influencers depending on your goals, target audience, topic, and so on. Take their reach and follower size out of the equation—focus on the unique and relevant flavor they can bring to your content and audience.