Reasons Why You Need a Content Marketing Strategy
These days, content should be the lifeblood of your marketing program because it not only helps improve your SEO program, but it also increases engagement with your brand, especially on social media. The goal is to create content that people will want to read. To do this, you should develop content for each stage of your sales cycle as well as for your existing customers. In other words, your content needs to fit a wide range of purposes.
However, rather than create content blindly, it is much better to have a content marketing plan that will become a road map for your overall strategy. Once you take the time to develop your content marketing strategy, all you need to do is follow a regular schedule in order to implement it. Still not convinced that you need to take the time to formulate your content marketing plan in advance? Here are some additional reasons why it’s important:
It gives you the power to say no.
Most content-marketing managers knows what it feels like to have the CEO (or some higher manager) come into their office with a blog post/article/paper and want it published. However, this content may not actually be a great fit for your overall marketing goals. If this is the case, you can refer to the content marketing strategy that the CEO or other upper level manager has approved, and this will give you clout to essentially “reject” it, saying that it isn’t part of the approved strategy.
That top-down buy-in, and it really is essential for long-term success, but what happens when your CEO comes up with something that is totally out of left field? Having a written content marketing strategy that outlines exactly what is allowed and expected gives you the ability to stop bad content at your desk, no matter who wrote it. That way you know that only the best possible content that aligns with your strategy and long-term goals is going out.
It gets everyone on the same page.
The sales team is going to approach a problem very differently than the IT team or the supply chain team or the financial team. It’s not that their approach is wrong; it’s just that they are coming from a different place with different end goals in mind. If you are getting content from a lot of different departments their tailored approach to solving the same problem is what makes their content speak to their particular audience (which is so useful!), but at the same time you want to ensure some level of consistency across the board. You don’t want content from the product manager to feel like it’s coming from a completely different company, right? You can’t always control for tone or personal writing style, but certain elements like branding and messaging need to be consistent no matter who is doing the writing.
It gives you standards you have to stick to.
We all know the pressure to get something, anything, out the door! But when the pressure is on sometimes we push out content we know is weak, off-brand, boring, or poorly written, simply because we created a deadline that we can’t miss. And while creating content on a regular basis is incredibly important, it’s more important to focus on creating great content on a regular basis…even if that means there is a few extra days in between posts. A content marketing strategy gives you standards you HAVE to live up to, even if everyone is pushing you to get something published ASAP.
It’s true that the exact details of the content marketing strategy are going to be company-specific. You might even have specific instructions for each department (if your company is big enough). They key is to figure out what your company needs to keep the content marketing machine working and keeping all the hands that do get involved in the process on the same page.
Categorized in: Content Marketing
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