Create a consistent messaging platform, storyline and distribution plan across channels to turn prospects into buyers.
Just pushing out content is not going to improve marketing performance. A few years ago, I used to get calls from marketers asking for my help in convincing their CMOs that content marketing was worth the investment. Now I get calls from marketers who say:
We bought into content marketing. We’re producing and publishing good content. People are reading it. But the needle isn’t moving!
When I go out to review the assets, I usually find pretty good content. But what I don’t find is any evidence of a digital content strategy beyond publishing. Quite often the content is too high level which makes it useful to no one. There is often no call to action, no connection to what comes next for the persona, as well as no relationship to the context a buyer may have at a certain stage of considering how to solve their problem.
Without a strategy, differentiation is not constant, metrics are limited and tactical, and the marketer has difficulty with the accountability their executive team demands. Essentially, you may have a mental guideline, but not a strategic, documented plan to optimize performance against business objectives.
Content marketing strategy brings demonstrable value.
Research shows that marketers with a documented content marketing strategy are more successful than others. There are a few reasons for this:
- A content marketing strategy must roll up underneath the overall brand positioning to ensure consistent messaging, meaning, and expression is used across the company.
- Distinct value is what differentiates your company. A strategy is what helps you ensure distinct value is threaded throughout your content marketing programs.
- The position your company takes in the marketplace must also be consistently supported to become the anchor for the perspective of your prospects and customers.
- A strategy is based on measurable goals. Therefore the metrics will be tied to business objectives.
- A digital content strategy that takes a continuum approach will also help to kill off the campaign mentality that sucks the life out of buyer engagement.
A documented digital content strategy is a road map that aligns the approach marketing pursues with the company’s operations plan.
Marketing executives who want to earn and sustain a seat at the executive table must be accountable for performance and able to discuss it in terms that make sense to the business. An in depth digital content strategy will support you in this objective.
Contact us to find out how to develop a digital content strategy that aligns performance with business objectives.