Posted by Bhupinder Kaur Chhabra
December 02, 2016
Like many organizations, probably your business may also be wrestling with a convergence of changes which are upending the popular tactics you’ve always used to communicate with your customers and potential prospects.
With adoption of new technologies, growing demographic diversity and evolving media consumption, the way customers get information and how they perceive branded communication messages has amazingly changed.
As you grapple with how to present information and speak effectively with today’s customers, you’ve likely heard about something called “Content Marketing”.
Before we dive in, let’s see What Content Marketing actually is? Is it just a fad?
It is a digital marketing technique which has proven to be insanely effective for many businesses. It is a strategic marketing approach focused on creating and distributing consistent, reliable and valuable content to attract and retain your target audience that inevitably leads to conversions.
But, like many other marketing techniques, content marketing isn’t something you want to simply jump into blindly. Just as a football team would not storm out onto the field without a proper game plan, you don’t want to haphazardly post the contents without devising the right strategy.
A research from Marketing Prof and Content Marketing Institute have found that,
“Marketers with a documented strategy were not only more effective but also faced less difficulty with every aspect of content marketing.”
Here are five reasons why it is essential for your business to have a right content marketing strategy:
No doubt, branding has never been so important than today. With the over-flooded markets and infinite number of businesses which are hyper-saturated, you need to stand out in order to stay ahead of the competition.
Content marketing is an ideal outlet to let your brand shine through and show what you have to offer. But, in order to establish a strong business identity, it is essential to have a well-planned strategy in place.
Creating a good identity will guide you towards choosing the style, mediums to utilize, tone and overall approach to take. A right content marketing strategy is all what you need to steer the ship and ensure you are going in the right direction.
Your progress depends on your business strategy. Without outlining how much content is needed to be produced, when and where it should be posted, you need to find it all too easy to flounder.
If you need a little nudge to get going, a formal content strategy is very essential. Your content strategy may include creating two blog posts a week, updating Facebook twice and Twitter five times a week, creating one infographic monthly and so on.
Having a good content marketing strategy, all these things will become much easier, and achieving your goals will be much more realistic.
This is another very crucial aspect to taste success with content marketing – perpetual tweaking and tampering. Some techniques will work fantastic, while some may be egregious failures. All this is just a part of process.
Having a written documentation of what you’re going to do will make much easier to track your progress and analyze what’s working and what’s not. This will also let you know the metrics you should focus on a particular area that needs revamping or getting an overall idea of how is your campaign going.
As you garner more information, you can eventually turn your campaign into a lubricated machine and operate with ruthless efficiency.
Most of the campaigns distribute content on multiple channels where content is spread across different mediums. This includes everything from social media and blog posts to guides and webinars. That’s great thing about content marketing. You can reach your target audience through plethora of mediums.
But the main issue is that, there are marketers who lack cohesiveness with their content. Often, it covers myriad of topics and it is all over the place which can be confusing for the audience.
You’re more likely to run into this problem when you don’t have a formal strategy in place. By developing a documented content strategy, you’ll have a clear path. This will also ensure that you cover all the topics within your niche and produce the content that is relevant with your audience and your brand too.
Did you know that Content marketing costs much less than other digital and traditional marketing techniques and generates about three times as many leads?
It is believed that content marketing is the most effective marketing strategy of all time. With a smart and well-thought out campaign, even the smaller companies can compete with the large ones. All you need is carefully charting your course and developing a comprehensive strategy to lead to a favorable outcome.
In order to get a higher return on your investment, focus on having higher productivity and less wasted motion. This will eventually help you generate larger number of leads and get more conversions while spending less time and money.
Understanding well, the HOWs and WHYs of your business is crucial to determine the direction of your content marketing strategy. That’s why we can’t emphasize enough just how important it is to develop a unique strategy for your brand. This will save you a lot of time and frustration in the future, and enable you to get tangible results within a reasonable period of time.
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