Content marketing strategy

Content marketing strategy
1st November 2019
News and Insights

Find out why organisations that have a content marketing strategy are getting ahead of their competitors.

Why content marketing strategy is important

There’s no short answer as to why content marketing strategy is important. Organisations that chose to consider content as part of their overall marketing strategy see a long list of benefits. These include:

More leads for less

Organisations that are interested in generating three times more leads at a lower cost should have content marketing strategy at the top of their priorities. Content marketing costs 62% less than traditional marketing, making it a smart choice for any business that wants to maximise their marketing efforts, leaving more resource available to focus on different areas to drive results.

Google rewards great content

Why should you care about what Google thinks? According to a SparkToro report, Google sends 10 times more traffic to websites that any other site. With a reported 88.6% market share, the chances are – Google is where your audience is and so it pays to adhere to their guidelines.

Gaining top rankings on Google’s search results pages (SERPs) is achieved through multiple techniques, but the advice that Google gives each time they update their algorithm is centred around content marketing strategy. This could include creating landing pages and regular blog content that’s optimised for keywords and phrases that your target audience is searching for. Leveraging search marketing can be time consuming if you don’t have the expertise or tools in-house. Partnering with a digital marketing agency that is an experienced Google Partner, can help get your organisation ahead of the competition quickly, without the burden of finding the resource internally and needing to invest budget in training and digital marketing tools subscriptions.

Your competitors are doing it

93% of B2B marketers use content marketing and nearly 80% of CMOs think personalised content is the future of marketing. If your organisation isn’t already prioritising content then, you risk losing valuable web traffic to your competitors and importantly, brand visibility.

Control the conversation

Creating quality content consistently, is great for getting your chosen messaging in front of customers. Businesses that have a content marketing strategy in place have the advantage of controlling the conversation with their audience. Organisations that go that extra step and use their CMS platforms to create personalised content benefit from building customer loyalty and getting to know their audience better.

Using personalisation can help marketing teams analyse engagement and build a clearer picture of their customers’ interests and behaviours. This can be used to help with conversions, upselling and customer retention.

Conversion rates are better

When you think about this logically, its not really a surprise that organisations that implement a content marketing strategy see a boost in conversions. Content spans across all mediums, channels and devices. On average consumers are believed to spend over eight hours per day engaging with digital content, whether its on their mobile browsing social media, opening emails or searching for information.

Five essential steps to creating an effective content marketing strategy

Any digital marketing strategy worth it’s weight will have a content marketing aspect underpinning all it’s other approaches, from conversion rate optimisation strategy, social media strategy or search marketing. There are five simple steps that businesses should follow to get their content marketing strategy right.

1. Assess your current situation

A great starting point when creating a content marketing strategy, is reviewing your current situation. Carrying out a content audit to see how effective your marketing efforts have been over the past six – twelve months. Benchmarking your blog posts, social content etc against your top three competitors can help highlight gaps in your current approach and any opportunities for improvement.

Carrying out this analysis will also allow you to re-align your content marketing objectives with your organisations’ wider business goals.

2. Identify what your content strategy goal is

Sounds simple, but often we see lots of content that doesn’t really serve a purpose, and certainly not one that can be measured. Your first steps should always consider:

  • why you’re creating a content strategy?
  • what problem/gap does it solve?
  • who is it aimed at?

This then helps you set up realistic objectives that are S.M.A.R.T (specific, measurable, actionable, reasonable and time-bound). To be able to measure what success looks like to your business, its recommended to have some key performance indicators (KPIs) in place that will help you track how effective your content marketing strategy is.

3. Research your audience

Content is only king to specific audiences. Before you delve into creating your content, its important to find out more about the segment you’re targeting. Where do they hang out digitally? What medium do they best engage with? Drilling down into their demographic and behaviour data will help to build personas which will increase the likelihood of your content delivering desired results.

This information can be collected through interviews, surveys, Google Analytics and on some experience platforms, like Sitecore.

4. Create a content plan per channel

Successful content doesn’t follow a ‘one size fits all’ approach. Assessing performance metrics across each channel gives marketers a clearer view of what messaging is most effective and when. For example, you would use the same content on a fast-moving social media channel like Twitter as you would for promotional emails.

Each channel will likely have its own goals, your content plan should reflect this. When creating your content plan and individual pieces of content, its recommended to keep the following in the forefront of your mind:

  1. Who is it for?
  2. Why should they be interested?
  3. What is your goal? (a download, a share, a click?)

5. Managing and measuring

Finally, resource and measurement are crucial factors to content marketing strategy. Have a clear plan in place for who is accountable for delivering each task, whether its keyword research, content creation, publishing or reporting.

The agreed KPIs for the strategy are revisited at this step. Monitoring your content activity using these metrics will give you a clear understanding of your progress and how effective your content marketing strategy has been.

There are lots of great digital marketing tools available to help with reporting. These can be used to track the number of backlinks to your content, search engine rankings, social media analytics and traffic to your website.

  • Google Analytics
  • SEMrush
  • Moz

Create a content marketing strategy that delivers great results

Creating a content marketing strategy can be a burden for businesses if they don’t have dedicated content specialists to deliver any of the above aspects. If you’d like some support with your organisation’s strategy and the opportunity to leverage our digital marketing expertise – get in touch. We have the tools and resource available to help your business achieve its digital goals.

We specialise in designing, building and optimising Sitecore websites. Contact us today to discuss your project requirements or to book a digital audit.