Most companies, and their marketers, agree – “content is king.”
Determined to stay relevant and competitive, they’re on a full court press – hustling to produce as much content as possible.
Yet, less than 40% of marketers have a documented strategy and therefore can’t confirm if their content play is producing results.
So let’s call a time out and define content marketing strategy:
According to the experts at Hubspot, it’s the management of pretty much any tangible media that you create and own: written, visual, downloadable … you name it. It is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry.
The team at Moz takes it even further and declares that content marketing strategy is an outflow of a company’s vision – its goals, audience research, voice and style, ideation, external governance and intentions.
Breaking it down even further, consider these essential practices when creating your content marketing strategy:
- Align with your company’s vision, mission and values, and growth objectives.
- Outline how and why your content is being created, managed, and ultimately archived and updated.
- Consider who you are creating the content for and how you expect those prospects and customers to encounter and respond to your content.
- What content formats will you focus on? Where and when will you deploy it?
- Identify your KPIs. Then, track and measure (continuously).
It’s likely you’ve worked through some of these questions along the way, but perhaps it’s not been a documented process, become habit or been formalized. Now’s the time…it’s still early in this year’s game. While you’re at it, take time to “watch some film” – review what you’ve done already and apply those learnings.
Along the way, if you need help answering or working through some of the questions above and creating your content marketing strategy, including how it complements and completes your full-integrated marketing plan, Intersection19 is here to help.