With each passing day, traditional marketing is getting more and more inefficient, and as a marketer, you know there is a need for a better way.
And here comes the savior: content marketing.
First of all, let’s discuss what is content marketing and what is content marketing strategy?
Content marketing is a planned marketing approach which is focussed on creating and promoting valuable, consistent content to attract a clearly defined audience and to drive profitable action from customers’ end.
Rather than pitching your services or products, you will provide relevant and useful content to the customers and prospects and help them solve issues they are facing.
Importance of Content
Today, almost everyone who is connected with the digital marketing in some way, knows one thing about content, that it is present and future of the marketing.
Content marketing is all about creating and distributing relevant content across different platforms. Unlike other marketing approaches, content marketing plan enables businesses to target relevant customers with relevant content material to sell their stuff. This is what makes content marketing approach different from the rest.
Questions to be answered in content marketing
Here are some of the question that you should know and address while making content marketing strategy.
1.Who are your buyer personas and what content needs and preferences they have?
To know your buyer persona, look at the type of queries buyers have and the information they are seeking during their buying journey. Once you collect that information, map customers’ preferred communication channel and touchpoints. You can also track the content format they are searching, it also plays a crucial role in a content strategy. Though identifying and studying buyer persona are not part of a content strategy, it is used in a complete marketing strategy.
2.What company goals can be improved by using content marketing efficiently?
Organizational goals such as conversion optimization, traffic building, lead generation, event marketing, social media marketing, email marketing, customer service, and marketing automation, can be improved by better usage of content marketing. The strategy you built for content will look at these aspects. Along with that, it is necessary to know what organizational goals can be achieved by proper content marketing strategy rather than keeping it separate from the overall marketing equation.
3.What KPIs and content marketing metrics are needed to measure success in correlation with the other KPIs and marketing metrics?
Content marketing has its own certain metrics, but having some common metrics across all marketing approaches is important. One of the significant factors in implementing content marketing ROI and other marketing ROI is to figure out the common metrics and use a similar language among multiple departments of an organization.
4.How can you ensure that the content marketing processes are properly organized and working seamlessly with other marketing strategies?
Most of the times, content marketing strategists or content promoters prefer having a team that is fully dedicated to the content marketing. But this can be seen in a few organizations, that too in major ones. You can have a team that focuses on exact goals and work with other teams as well.
5.For what other marketing goals, you can use the content marketing strategy?
You can optimize your strategy to support customer service team, optimize website conversion, and empower sales.
6.Among several organization processes, competitor data, customer insights, external partners, stumbling blocks, overall marketing priorities, what should you know to succeed?
Before creating any content strategy, thinking about content production, there are certain questions that you should address:
How the industry you are in, is changing?
To be more specific, you need to know your buyer personas and how buyer’s journey is evolving in the industry and when your customers and business are active. Then you can determine how content marketing strategy can help you with it. Along with that also find out the influencer buyer sphere in your industry.
There are still many questions that you need to answer and figure out what you need in order to plan content marketing strategy and put it in action.
When it comes to budget, you might think what can be done to achieve business goals in a better way with the help of content in such areas where return won’t be as expected. There are multiple sides to this scenario.
You may have the budget only for your website, but it would be better if instead of putting that budget in the design makeover, you can invest in creating relevant content for your targeted audience. Another possibility is that you are investing a lot in generating traffic as well as leads, leaving conversion behind. One thing that can help you in it is content. With the help of a proper content marketing strategy, you can invest more in lead nurturing and conversion optimization.
The world is getting busier and more occupied with each passing day. In order to get success in this competitive market, content marketing is a sure shot solution. Rather than investing everything into making your website or app attractive, take a good share and invest in relevant content. Because in order to get exposure to your targeted audience, content can be a friend. Hence, if you haven’t thought about a content marketing strategy, this is the perfect time.
Read more: ppc.org