On this episode of Marketer-to-Marketer, Joe Pulizzi, Leah Hammes, Demian Ross, and Melanie Deziel chat about their Content Marketing World experiences.Read More
At almost every marketing convention there are sessions revolving around Content Marketing Strategies. You might ask yourself what in the world is that? Strategies contain great insights about your audience, the content you produce, the tactics you will use, and the measurements of success you plan to obtain. The content described in the strategy can educate, inspire, and even entertain your new audience, who in the end we hope to turn into customers.
So the big question: Does your organization currently have a content strategy or do they even plan to have one in the future?
Content Marketing Institute and MarketingProfs put out an extensive research document called B2B Content Marketing 2017 Benchmarks, Budgets, and Trends - North America. It has several stats that we will take a look at and it show us how having a solid content marketing strategy is vital to your organization “62% of all organizations are much more or somewhat more successful with content marketing than they were one year ago” when your content marketing strategy is clear and committed.
Let’s use some of CMI’s and MarketingProf’s slides to show you.
Many organizations know what a content marketing strategy looks like, but just as many are unsure or have no idea. If you don’t know the overall plan for your marketing strategy, you're very unlikely to commit to it. Let’s say you go to an IKEA store, and instead of seeing products put together on the shelf all you see is the first page of instructions. This page usually consists of the title, model numbers, dangers, warnings, and warranty information. At this point, you don’t know much about the product. What will it look like? What is it made of? Many customers at this stage would not commit to buying your products. The same goes for your team when we need to market any product or service they need to know the plan of attack.
Here are a few questions you can ask yourself to get started:
- What are your content goals?
- What and who are you selling too?
- What kind of content do you need?
- How will your goals be measured?
- Do you have any current content avenues that are working?
- How much can your team handle?
After answering these questions and you find that your organization can't commit to the goals or the workload you’re bound to have a hard time. If everyone, the key word everyone in the organization commits to a strategy, you have a 75% chance of success.
As time goes on you will see more success because you’re focused, more efficient and knowledgeable.
B2B Content Marketing 2017 Benchmarks, Budgets, and Trends - North America finds that Content Creation (higher quality, more efficient) to be the main reason for increased success. Followed by Strategy (development or adjustment), Content Marketing Has Become a Greater Priority, Spending More Time on Content Marketing, and Content Distribution (better targeting, identi-cation of what works).
Many factors hinder organizations to reach success or reasons for seeing a decrease in success.
If you were asked to run one mile in two minutes, do you think you could accomplish it? Would you need more time? Like many things in our daily life lack of time is the biggest factor. Writing a 100-word post will most likely take less time than a 1000-word post. In the same case if you're trying to cram tons of information into 100 words it could take you longer than if you wrote 1000. What I'm trying to articulate is that it takes the time to write, whether it's 100 or 1000 words. Many outsiders to marketing don’t see it this way, but one day the truth will be seen.
Content Marketing Strategies are helping organizations stay focused. In the end, they are producing great, relevant content on a regular cadence.