What’s Always-On Content Marketing?

DSM Digital School of Marketing - always-on content marketing

Do your content marketing campaigns not work? Your team or your agency outlines a message, you pick a favourite creative approach, and a paid media channel, and then hope that it will work? Then, you stop when you get all the learning as your budget runs out. This is the reason why always-on content marketing wins every single time. Each piece of content that you put out is a test. You learn every time you that publish and share. You optimise over time. And your goals will more probably be achieved

As per the Content Marketing Institute (CMI), only 9% of B2B marketers are of the belief that their content strategy is efficient. Although most B2B small businesses make use of content marketing, most of them don’t succeed at all. It’s not only B2B businesses which fail. Failure comes from strategies which forgo always-on content marketing in favour of campaigns and other one-off efforts.

A Lack Of A Strategy Is A Bullet Train To Failure

The reality is that many marketers — and likely quite shamefully, many chief marketing officers (CMOs) — underrate the importance of a carefully planned and well-documented content marketing strategy to assist with guiding each content producer.

A content marketing strategy helps you to set as well as reach goals. Ideally, all marketing efforts should be bringing you one step closer towards your goal. However, mistaken efforts only lead to wastage of time, money as well as energy.

For instance, you may be creating content for an audience who doesn’t match your target market. Or you might be attempting to create content for very competitive keywords, while disregarding the low-hanging fruits which are more likely to produce results.

A content marketing strategy assists you with defining your marketing goals as well as set priorities. It gives you the chance to plan your work and make sure that all marketing effort is goal-driven. With a documented content marketing strategy, you can ensure that every bit of effort put-in by your team translates into tangible results.

What Are The Four Elements of a Content Marketing Strategy?

A successful content marketing strategy must have four core elements in order to be successful: brand positioning, owned media value proposition, business case, as well as strategic plan.

  1. Positioning Your Brand

A well-defined brand and product positioning will assist you to provide a consistent experience for your audience as well as to build the right image of your brand through all your content marketing channels.

  1. Owned Media Value Proposition

In order to create your brand as a credible content publisher, you need to establish your owned media value proposition. What distinctive value do you deliver to your audience with your content? How do you stick out from other content creators? Why should readers elect to follow your content channels?

  1. Business Case

Offering value to your audience is an essential part of a successful content strategy. However, in addition to attracting new readers and followers, content marketing needs to drive your business forward. Identify business goals which your company needs to achieve as well as figure out how content marketing will bring your business nearer to those goals. How many resources are necessary for you to invest in your content strategy and what results do you want to get from this?

  1. Strategic Plan

A strategic plan should concentrate on your goals as well as how exactly you will reach them. It will assist you to think through each step of your content marketing strategy. This plan should assist you to decide who you want to reach with your content marketing activities, how you will deliver that content to them and, finally, how you will achieve as well as measure your targeted results.

Get in touch with the Digital School of Marketing

If you want to become a content marketing expert then you need to do our Digital Copywriting and Content Marketing Course. Follow this link to find out more.