Content Strategy Marketing
According to AOL, there are over 27 million pieces of content being shared online each day. Furthermore, modern marketers are now responsible for generating pipeline, fueling ROI and maintaining customer relationships. All of these factors make it imperative for marketers to have a content strategy in place in order to justify marketing programs by connecting those programs back to ROI. Some key components to implementing an effective content strategy are;
- Ensure Your Content is in Line With Your Business Objectives. At the very basic level, you want to have transparent and well documented goals that you hope your content will help you accomplish. Whether you are preparing an offensive or defensive attack strategy or hoping to generate more leads to feed into your pipeline; an effective content strategy begins with clear objectives that are well documented.
- Produce Audience-Centric Content - Whether it is your primary goal to increase your SEO ranking or to generate brand awareness, the only way this can be done is by producing thought-provoking, quality content that caters to your target audience. If your content is too broad, you will attract visitors who are uninterested, thus decreasing your conversion rates while simultaneously decreasing your SEO ranking. If your content scope is too narrow, you will cast a small net and will be unable to real in all the potential leads. The key is finding that sweet spot. This can be done by identifying buyer personas (examples of real life buyers and their pain points/motivations.)
- Implement Digital Marketing Tools That Help Identify and Optimize Campaigns - Tools such as Captora perform extensive web indexing of your content, your competitors content and relevant content within a given industry. Captora's marketing solution then indexes real time buyer demand signals to identify digital marketing gaps and prioritize resources. Captora enables marketing teams to leverage existing content to boost conversion rates of organic and paid campaings. With Captora, marketing teams can intelligently optimize and scale marketing campaigns to accelerate pipeline across all digital channels.
- Multi-Channel Distribution/ Multi-Chanel Analytics - Modern marketers are now dealing with self-educating and self-serving content digesters whom are moving themselves through the buyer journey. Thus, making it imperative to produce content that is accessible no matter where they are in the journey and no matter channel they are on. Here are two stats illustrating the importance of multi channel distribution.
- "(Potential) Buyers go through about 57% of the purchasing process before ever talking to sales." (Executive Board)
- "67 % of Twitter users are more likely to buy from brands they follow" (ContentPlus)
On top of distributing your content across multiple channels (paid, organic and social) it is important to have a tool in place to help track those campaigns and provide feedback on what efforts to abort or to double down on. Captora helps companies report success across channels, by providing real time analytics of content pieces as well as digital campaigns.
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