One of the biggest challenges I realize today with content marketing and advertising is that it is largely a technical solution to a tactical problem. Need some content. Make some content. Call it articles marketing.
Several so-called approaches to content marketing and advertising are merely simply content . Or even worse, they are campaigns.
An e-book is not content marketing. A landing page with content on it is not articles marketing. A YouTube video of the advertising campaign is not content marketing and advertising.
Marketing along with content is not the same thing since content marketing and advertising !
Articles marketing needs to become institutionalized and understood as a strategic approach to marketing across the enterprise scenery. Consider the facts that content material marketing is the top priority for most CMOs and yet most have no clue what to do about it except hiring a few director of content marketing who will leave in 16 months.
More content is not the answer. Technologies is not the answer. Marketing market leaders need to establish a culture that will delivers customer-focused content continuously. Whew. That’ s the mouthful!
But those words are all important (and why I had written Mean People Suck ): Create a company Culture that delivers client -focused content, continuously . I could add that the content material should be delivered across all the stations your own audience uses, should fire up conversations and drive conversions. Maybe that’ s a lot of Cs?
In order to make content a strategic means to fix a serious challenge inside your company, you have to start with defining the problem and then building the business situation to solve it.
Yes, You Have A Content Issue
The trip starts by understanding that the entire world has changed. Your buyers are deciding when, and how, plus where they will engage with a person. If your business isn’ t creating joining content across ALL stages of the purchaser journey, then you are losing ground to your competition.
What is the cost of bad content ? We know that as much as 70% of the content your marketing group creates goes completely abandoned. Did you get that? Your organization budgets, requests, and produces content. And 60-70% will go completely unused. I have yet to see a brand where the number of is under 50%. Therefore half or more of your budget that goes to creating content material is completely wasted.
Why? Because some executive, sales person, product manager asked for it. So your company made it. Then the requestor moved on, the content wasn’ t tied to any activation campaign, it didn’ t have publishing home to begin with!
Add this to the fact that the particular non-content (media) budget invested your business goes towards banner ads which are ignored by 99. 9x% of the viewers, TV ads that are missed by more than three-quarters people, landing pages that have 99% bounce rates and email messages that are opened by less than 10-20% of those who obtain them.
The reason these outbound media budgets are so inefficient is because the information these programs contain the promotional messages we all avoid, disregard or worse, hate.
So yes, you do have a strategic content problem that is responsible for the waste of a significant portion of your advertising budget.
Identifying the Business Case
So we need to start the information strategy process with business goals. We need to ONLY generate content that has a chance of delivering ROI . In my adventures inside large enterprises, I found a few methods to build a business case to get strategic articles marketing :
- Costs: where do you invest marketing budget with small to show for it? What is the ROI on your advertising? Social media?
- Reach: are the actions of your website’ s organic traffic and search rankings upward or down over time? Check out ours right here .
- Wedding: have you mapped your content towards the buyer journey? Almost every business I look at has a top of funnel gap.
- Execution: is your articles only created with an activation strategy? This is where tactical execution comes in.
- Competitors: have you looked at your search opportunities relative to your competitors. This is my personal favorite! Use great examples to get buy-in.
- RETURN ON INVESTMENT: Are you measuring your Content Marketing performance ?
Content marketing is no longer something. It is an imperative for every single brand.
Building the business case is about finding the budget from under-performing marketing programs, and creating a recurring, always-on, consistent system that delivers a compounding rate of return . Argue for your company to start investing in your site with great content today. Because:
- Competitors: if you don’ t your competitors probably already is.
- Company: if you can’ t show marketing RETURN ON INVESTMENT from your other programs, content material marketing is highly measurable.
- Customers: Your customers would like content that engages them not sells at them.
- Channels: any marketing channel you look at will be filled with great stories plus drowning in shitty ads.
So just why are so few companies managing their content and marketing strategically?
Because it’ s hard. Everyone produces content. Everyone possesses content. And when everyone has something, no one owns it. The CMO of tomorrow needs to be the Chief Content Official or she will fail.
Large Corporations may have mind of content marketing. But smaller companies need to built it into everything they actually.
A Strategic Method To Content Marketing
Ok so how do all of us get this done? Here are 9 questions to get you started down the road of strategic content marketing.
Defining Your Content Marketing “Why? ”
Before you get started, define exactly why you are doing content marketing and advertising in the first place.
- What space in your marketing performance is definitely lacking?
- How much content do you produce together each stage of the customer journey?
- How much of your content is used, down loaded, viewed – whatever metrics you can get. Are you ranking on the highest volume keywords used by your customers when it comes to your primary product or solution?
- And if you’re really good, what exactly is your market “share of conversations” of your solution area?
Determine “Content Strategy”
For me personally content technique is the combination of an editorial approach and also a business strategy: how do you release content that meets your own customer needs, incites them to act and drives extra business for your company.
There is some discussion over the differences between content material marketing and content strategy which are debated by some market insiders who have spent their particular whole careers on one part of the discipline.
What matters most is that you simply are thinking strategically, with purpose, authority and intention to drive better business results with content.
Very best objective of your content online marketing strategy?
What is your own “ Content Marketing and advertising Mission Statement ” that defines your target audience and what you want to help all of them achieve. For example , when I defined the SAP content marketing strategy nearly a decade ago, I described our mission as: To become a destination of insights to get business professionals looking to know how technology and innovation will help them grow their business, out-perform their competition and advance their careers.
What is your design objective?
Will there be visual or blog design standards you want to emulate? Who may be already doing content properly in your space? What does this look like? It makes a lot of sense to look at the examples of the information marketers who have come before you and look at the different aspects of their site. Identify which ones you like and don’t and build those design specs into your strategy.
How prominent do you want to make your business brand? If this sounds like a crazy question, consider your objectives and how likely you might be to achieve them if your readers are aware that ultimately you might be trying to sell to them. If you are looking to establish trust with your readers before entering into a deeper partnership, you may want to consider toning down the size of your logo and the amount of promotion.
What Keywords Are Important?
Do keywords still matter ? Heck yeah! 90% of all B2B purchases start with a search! The solution to the question needs to be driven through lots of analytical research. Take the Google Keyword tool out for a spin. Take a look at your own web analytics plus check and see how you rank for the key terms. Once you identify the gaps, you can determine a set of targeted keywords to develop into your content production efforts.
What is your Editorial Approach?
Editorial strategy includes what subjects, authors and content sorts can best help you deliver on your strategy? Will content curation and syndication play into the mix. There is a budgeting aspect to all this too and if you are managing your articles as an asset, you need to think about what will provide the most content bang for the buck. Can you create an editorial plank across your key content constituents.
Do you have an content calendar mapped out as the forcing function of your effective content marketing approach. We strongly suggest an annual plan, with pre-installed, agile flexibility to strategy strategically but also be able to adjust to the changing market conditions.
What Will Drive Conversion?
Think about the buyer or customer journey. What is an “appropriate next step” from the articles in your site. Your buyers are probably not going to go from earlier stage content to a product demo. So think about additional thought leadership offers. Think about subscribers as the main focus of your efforts. There is value in building an audience versus buying it. Find the way to optimize your own lead conversion flow. Test different methods.
How Will You Report On Results?
If you’ve defined your objective and objectives, then the next thing is to make sure you track the metrics that relate to each objective. Create a report, up-date it monthly and share this widely.
How will you get this all done? It may sound impossible, but when the stars align, the results are usually almost unbelievable. Here are three things to think about as you get started:
1 . Look for courage and support your leadership to create a culture associated with content
2 . Create training plus enablement to develop the skills to get the job done throughout the organization
three or more. Select the right technology to support your initiatives
Follow actions, answer these questions, commit to taking strategic action and am know you can be successful. Or even call me. I would love to help!
Trust Us To Build Your Content Online marketing strategy
Our Articles Builder Services package can help you develop an effective strategy, carry out it to hit your targets, and track important KPIs.
We will produce quality, optimized content so that you can publish on your website consistently. We’ll also promote your content for higher visibility and track your ROI, which means you know exactly how it’s performing.
Learn more about our Weekly Blog Content Services .
The post Content Marketing Is really a Strategic Solution To A Strategic Problem appeared very first on Marketing and advertising Insider Group .