According to up-to-date research from the Content Marketing Institute and MarketingProfs, 63% of businesses don’t possess a documented content marketing strategy. This means that there’s no surprise that those organisations who DO have a strategy are most expected to feel that their content marketing efforts are being successful and hitting the right mark. If you don’t have a strategy, success or failure is merely a matter of luck. You have a 50-50 chance of all your efforts going to waste.
Content marketing is a piece in the puzzle of a broader integrated digital marketing strategy. Performing this type of marketing well requires a strategy of its own which will guide you in shaping your content marketing strategy.
The field of content marketing is about so much more than merely creating, distributing as well as sharing content in order to, for example:
- Engage audiences,
- Generate leads, and
- Improve branding.
It requires a strategic approach and that’s what a content marketing strategy is all about. As we’ve mentioned previously, content marketing fits in a broader integrated marketing strategy. It necessitates a strategy of its own. However, just as all other strategies regarding specific marketing techniques (email marketing or social media marketing, for instance) such a strategy needs to be integrated in a broader strategy.
How to put together a content marketing strategy
There are seven steps that digital marketing experts use when putting together their content marketing strategies. Here are the first couple to get you started.
1. Document Your Goals
It is so easy to get wrapped up in the what, how as well as where of content marketing that the single most important foundational piece is often skipped: the why:
- Why are you carrying out content marketing?
- Is it to generate leads?
- To build relationships?
- Improve the experience of your customers?
Make sure your content marketing goals are sustainable for the long term and they actually connect to your organisation’s main goals, mission as well as vision. To make sure that your strategy remains focused and crystal-clear, stick to a maximum of three to five business goals. After this, document these.