Why Is It Important To Have a Content Marketing Strategy In Your Business?
Content marketing is strategic — it requires a plan and a documented content marketing strategy is one of the key things that distinguishes effective content marketers from their less-effective peers.
- Content marketing involves both the creation and the distribution of content
- The content you create must be relevant and valuable
- Content marketing is consistently delivered
- Your content needs to attract and retain an audience, with the ultimate goal of driving profitable customer action
- You must have a clearly defined audience in mind for everything you create.
Content marketing is marketing – and it’s important to understand that it needs to be integrated into your business’ marketing strategy as it will strengthen all your other marketing efforts.
Here are the 4 various functions content marketing can serve within your business marketing strategy from Joe Pulizzi, (Founder of the Content Marketing Institute)
1. Use content marketing as a first-line technique to drive other types of marketing
- SEO: There is no downside to optimizing your content for SEO, but it should not be your primary focus. In light of what your customers want (and Google’s ever-changing algorithms), focus on this even more basic rule: Write compelling content that your target audience wants.
- Social media marketing: Successful organizations develop a content hub (e.g., a blog or website) that they can direct their social media followers to, in order to forge a deeper relationship.
- Demand generation: You need a consistent and logical stream of content to feed all marketing automation and demand generation programs.
2. Use content marketing in conjunction with complementary and/or overlapping disciplines to amplify your success:
- Content strategy: While content marketing is focused on changing or enhancing a consumer behavior through content, content strategy involves managing content (marketing, or otherwise) as a strategic asset across an organization. You need both.
- PR: Ideally, PR and content marketing should work hand-in-hand, as they are based on the same principles: figuring out what your ideal audience members want and telling a story in a way that is relevant to them.
3. Content marketing can be used interchangeably with several other content creation techniques
- Brand storytelling: Brand storytelling is using great stories to compel people to create an emotional connection with an organization. Understanding these principles benefits content marketers as stories lead to more — and more-loyal — customers.
- Brand journalism: Brand journalism involves reporting on news, trends, research, organizations, and people in a way that frames the story in a brand’s perspective or point of view. This approach, based on traditional journalism, is a great way to spark interest in an organization, product, or service without directly promoting it.
- Branded content: Branded content aligns with the voice and essence of a brand (and usually includes an explicit disclosure of its relationship to the brand), but doesn’t directly discuss the brand’s offerings.
- Inbound marketing: Inbound and content marketing overlap in that they both convert prospects to buyers. But, content marketing takes this a step further, as it can be used for customer retention and up-selling. It’s also great for converting customers to evangelists.
4. Use the key principles of content marketing to get the best results from paid approaches:
- Promoted content: Promoted content is when a brand pays a publisher to have its name or message associated with a piece of content within the user experience of a website or social network. This includes sponsored content, native advertising and content discovery.
- Paid search units: Google and Bing serve ads that are related to users’ search queries. To get the most from your investment in a technique like this, it’s essential that the content that you present to consumers who click through your ads be specific and relevant to the term they were searching for.
For a more visual breakdown of content marketing CLICK HERE
So, do you think a content marketing strategy will fit into your business marketing strategy?
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p.s. – Ready to make content marketing an integral part of your business operations? Download CMI’s workbook to learn how to Launch Your Own Content Marketing Program