Online content is gaining in importance as part of the sales and marketing mix, which is why your company needs a formal plan for leveraging content to the max. A content marketing strategy outlines how your organization will take its content and engage target markets, with the intention of enhancing brand image and sales. Its focus is on marketing content and is not the same as a content strategy.
Broad Strategic Focus
A content marketing strategy is part of your overall marketing plan, and should contain a broad strategy for engaging audiences, taking into account all your marketing efforts. It should state your company’s reasons for using content to gain market share, along with defining objectives for your efforts. Marketing mediums, market segment data, target customers, and performance metrics are just a few of the elements that your content marketing strategy should address.
Buyers’ Content Preferences
Your strategy should also attempt to define your customers’ content needs and personas. Online content is a worldwide phenomenon, and consumers view content via a multitude of sources, ranging from social media to emails. Your customers’ needs and viewing habits should be gauged and catered to, in order to maximize the effectiveness of your online content. Without this type of analysis, your content is likely to get lost in the haze of the worldwide web.
Estimated Return on Investment
Your content marketing strategy should also outline, in quantitative terms, how your company will benefit from content marketing. This can include production budgets, forecasts and a basic return on investment analysis, which can be completed with the help of your accounting department. Without a budget and financial plan, your content marketing efforts may fall short of their true objective. What’s worse, your company can actually lose money over the long run. Once you start marketing your content, it’s important to refer back to your budget, to see whether your projected ROI is consistent with actuals.
Having a professional, well thought out plan for content marketing can change the perception of your company. That’s why a content marketing strategy is so important, because it calls out in detail how online content can accomplish your marketing objectives, and ultimately enhance your sales and bottom-line profit.
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