Content Marketing Strategy

For over a decade, content has reigned king. Prior to the internet, content marketing was the foundation to building a quality brand and developing a following of loyal fans. 

With the rise and rise of the internet, content is becoming even more important. Without content you will not rank on search engine results. Without content your brand has nothing to offer on social media. Without content, how will you effectively market in this customer centric market, to an audience that craves multiple touch points and volumes of information before they will event talk to you about your products? 

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Every day, the web delivers immeasurable amounts of content; blogs, vlogs, posts, tweets, articles, case studies, videos, podcasts, memes, photos, videos and so much more. So the real question is, how does your content cut through the sheer volume of information that bombards users everyday?

Content for contents sake is just a waste of time and money. The real deal is researching exactly what your ideal customer wants, then delivering that content through the channels that they regularly use. It’s figuring out what time they are online consuming content. It’s understanding whether they prefer short or long form, still image or video, the list could go on. 

Developing a genuine content strategy is the first step in truly reaching your audience. Without knowing what they want, when they want it and where they want it, you are immediately on the content back foot. 

Your content marketing strategy is all about the why. Why are you creating content? Why would your potential customers read it? Why would you place it there? Why is your content better than your competitors? Why would your customers care? 

Not only do you need a content marketing strategy, you desperately need to document it. You’ll be far more likely to justify spend, be effective and resonate with your audience. 

Basically, everything is content. So you need to think of your content marketing strategy as an outline of your key business and customer needs. It is a detailed strategy of how you will use content to address those needs. 

What is a Content Marketing Strategy?

Your Content Marketing Strategy is the management of any tangible content that you create and own.

While content creation is touted as important, you need to have a well planned purpose behind it. When developing your content marketing strategy there are some key points you need to consider. 

  • Who are you creating for?
  • What problem are you solving?
  • What format will you focus on?
  • Which channels will you publish through?
  • How will you manage and schedule your content?

Your strategy will help you be prepared to deliver reliable and cost effective sources of website traffic and new leads when done right. 

In the 2018 Content Marketing Institute Research, 62% of the most successful content marketers have a documented strategy vs. 16% of the least successful. 

While not replacing your broader integrated marketing strategy, your content marketing strategy is best served as an infusion into it. It is the consistent, relevant and problem solving friend of your overarching marketing strategy, the information that feeds your funnels. 

If you are looking for a place to start and need a helping hand, we have worked with multiple small and large organisations to deliver quality content strategy advice, integration and execution. We adore great quality content and we’d love to help you and your business find your way if you need any support. 

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