When deciding what content to create, consider all the different channels you might use. Each requires different editorial strategies, content structures, governance, and marketing plans to be used in your content marketing initiatives. There are many types of content that are used in content marketing. For example, KPIs for brand awareness could include site traffic, media followers, subscription sign-ups, or customer mentions. Set KPIs (or key performance indicators) for each goal that is quantifiable and can be used to measure actual performance against goals. These calendars will help your team manage all the content being created and allow you to align scheduling with completion. To ensure that you are consistently producing content and sharing it, use a social media calendar or an editorial content calendar. Do you need access to specific tools or resources to enhance or measure specific types of content?.Do you need to pay for ad space or display advertising?.Do you need to hire any content marketers or designers?.
CAPTUREIT MARKETING SOFTWARE
Does any new software or technology need to be purchased for content creation?.Set priorities based on business needs and anticipated expenses, such as graphic design, paid advertising, or staffing. Focus on what (challenges do they need to overcome?), why (do they need your product or service?), and where (do they spend their time looking for information?).Ĭontent marketing takes time and money. Start by thinking about your target audience and ideal customer profile. Move beyond what you have always done and work to bring something new to the table. Build a timeline for each of your customer types and brainstorm what kinds of content they’ll need to help move them forward.īe creative in choosing the type of content that you’ll create. Prospective customers need different content than long-term customers. Potential customers want different kinds of content at different points of their research and purchase process. Build out an ideal customer profile to understand their online behavior, and how and where your ideal customers consume content. He also sells what he calls "video memoirs," combinations of photos, news clippings, 8mm film clips and other media.Set goals that are specific to your business that will complement your broader marketing and company goals.ĭeliver the right content to the right person at the right time. "It's unbelievable, the number of people using video these days," he said. He charges between $65 and $100 an hour, depending on the amount of his contribution to the product. Many people bring rough cut camcorder footage to the office for editing, dubbing and graphics. He does much of the video work and editing himself and has a number of camera people he can call on for special events.Įditing is a major part of the business, he said. While profits have grown steadily since the company was formed four years ago, Padula is still the only full-time employee. He took over the entire office space the Crusaders had in the Business & Technology Center and has developed a strong corporate trade, doing television commercials and promotional videos for business clients. He also does other special sports events. He has a contract with School District 60 to tape its games. The football league has faded but Capture It Productions is still going strong, Padula says. Padula's biggest business was taping the Crusaders and the Colorado Springs team and acting as a clearing house for exchanging tapes of all the league's teams for scouting purposes.
It was more than fun, it was the germ of a new company that he started, first with a partner and later with investments from his father, Adolph, and cousin, sports entrepreneur Dan DeRose.Ĭapture It Productions was tied for a long time to DeRose's Pueblo Crusaders and the minor league football system to which the Crusaders belonged. Padula thought it would be fun to see himself on television, albeit from a videocassette, with some running commentary dubbed in by one of his friends. Padula is the operator of Capture It Productions, a company that grew out of a project he and some friends did during his senior year of high school - in 1987 - when he wanted to get his own athletic prowess captured on video tape. He had his niche before he started his business and is widening his market. The former chronicler of minor league football has broadened his scope to take on new markets.Ī lot of businesses start out with a broad scope and then settle into a profitable niche.īrad Padula is doing just the opposite. Brad Padula still shoots sports, but now a lot more.
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