Strategic Content Marketing: 5 Keys to a Plan That Pays Off
Content marketing is proving to be a game changer for many marketers, both in how they engage customers and position brands in the digital space. According to the Custom Content Council, 60 percent of consumers say they feel better about a company that delivers custom content, and they are also more likely to buy from that company. Whether generating leads, supporting sales efforts or improving search engine visibility, content strategy plays an increasingly important role in successful marketing programs.
Here are five tips for developing a successful content marketing strategy.
1. Marketing Strategy First, Tactics Later
This may seem like common sense, but many marketers jump into tactics before developing a focused content strategy. Content marketing is just one component of a larger integrated marketing program. First, you need to understand the audience and what motivates them. Next is message development, which informs what tactics and channels will best engage your audience. Finally, remember to include measurement.
Your content marketing program should leverage your core go-to-market strategy, orchestrating scenarios that drive awareness and move quality prospects through the sales funnel. Regardless of the tactics employed, stay disciplined.
2. Don't Overlook Internal Content Opportunities
Once you've established a solid content strategy, start filling the content pipeline. Certainly you will leverage your thought leaders, but there are hidden gems throughout your organization.
Consider the perspectives of your sales team and customer service representatives. They are engaged in dialog with your target audience everyday and can share insights that are meaningful to your customers. Also consider your company's internal education sessions. Do you bring in outside vendors to educate your staff? Do you hold lunch-and-learns to share the latest industry trends with your employees? Would your customers and prospects benefit from this information as well? Sometimes great content is in hiding in plain sight. You just need to find it and use it.
Matt Daly is VP of Client Solutions with JPL, a full-service, integrated, marketing agency. Daly provides strategic counsel to C-suite executives on building their brand and improving the effectiveness of their marketing efforts. JPL delivers strategic thinking and creative execution across a full range of services that include brand, digital, integrated marketing and internal communications.