MARKETING IS IMPOSSIBLE WITHOUT GREAT CONTENT
Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:
- Social media marketing: Content marketing strategy comes before your social media strategy.
- SEO: Search engines reward businesses that publish quality, consistent content.
- PR: Successful PR strategies address issues readers care about, not their business.
- PPC: For PPC to work, you need great content behind it.
- Inbound marketing: Content is key to driving inbound traffic and leads.
- Content strategy: Content strategy is part of most content marketing strategies.
Content marketing grants businesses in every industry the opportunity to own high-value media sources. Websites, social media feeds, email newsletters and branded digital campaigns are platforms on which to tell your story, control your narrative and generate interest in your products and services.
Through the publication and distribution of authentic, informative marketing assets like blogs, videos, white papers or infographics, you multiply digital touchpoints across every stage of the buyer journey: If someone has a question, they come to you.
That’s why content marketing exists – to serve prospects and customers the most relevant and memorable experience they can find on the web.
50 Marketing will help you craft a content marketing strategy that both humans and search engines will love.
Content Marketing Strategy
At its core, your content marketing strategy is your “why.” Why you are creating content, who you are helping, and how you will help them in a way no one else can. Organizations typically use content marketing to build an audience and to achieve at least one of these profitable results: increased revenue, lower costs, or better customers.
Do I really need to create a content marketing strategy?
Yes! Not only do you need a strategy, you also need to document it. Those with a documented content marketing strategy:
- Are far more likely to consider themselves effective at content marketing
- Feel significantly less challenged with every aspect of content marketing
- Generally, consider themselves more effective in their use of all content marketing tactics and social media channels
- Were able to justify spending a higher percentage of their marketing budget on content marketing
What should my content marketing strategy include?
Think of a content marketing strategy as an outline of your key business and customer needs, plus a detailed plan for how you will use content to address them.
While there are no definitive “templates” for building a content marketing strategy — each one will be unique to the business that creates it — there are five components that they commonly include:
- Your business case for innovating with content marketing
- Your business plan for content marketing
- Your audience personas and content maps
- Your brand story
- Your channel plan
How often should I update my content marketing strategy?
Some parts of your strategy should stay consistent even as your content marketing program grows and evolves — namely, your mission and business goals. In fact, these two things are so key that you may want to put them on a Post-it note so you can keep them in view whenever you are working on your content.
However, other aspects of your content marketing strategy will likely benefit from being reviewed and updated periodically. To ensure that your content marketing program remains on target, consider revisiting your channel strategy, core topics, and team processes on an annual basis — or more often if you are just getting started.
Two Content Marketing Strategy “Must-Haves”
A pillar page is the basis on which a topic cluster is built. The pillar page is typically long-form content that provides exhaustive coverage of the main issue and links to other pages offering detailed commentary on a specific subtopic. It’s this structure, along with the content itself, that gives the pillar page the ability to rank for competitive search terms.
You want to create a pillar page that answers questions about a particular topic, but leaves room for more detail in subsequent, related cluster content.
A topic cluster is multiple pieces of content that are grouped by a shared topic and related subtopics. As a whole, these pages offer comprehensive coverage of a specific subject. That enables visitors to satisfy their search query while visiting your site.
Topic clusters help more pages rank to give searchers better answers.
Benefits of Content Marketing
There are many content marketing benefits regardless of whether you are marketing to businesses (B2B) or consumers (B2C). Content marketing:
Services we offer:
Strategy, Consulting, Content Research, Content Development
Blogs, Articles, Case Studies, About Videos, Product Explainer Videos
Content Marketing Channels
Channel distribution is paramount. Promoting and amplifying your content far and wide is thus part and parcel of strategic content marketing – it’s never set it and forget it. You must consistently adhere to schedule and structure of getting your content out there in the world. The channels available to you are plenty, including: