How To Develop A Content Strategy
According to CMI, only 34% of B2B marketers have a documented content marketing strategy in place. Marketers are now responsible for an increased percentage of the pipeline. Making it imperative to have a well documented content strategy that will enable you to increase site traffic and increase conversion rates. These three simple steps will help you develop an effective content strategy.
- Goal Setting- Before you start developing your strategy you should have your budget and expected ROI set. Once these numbers are in place, begin asking specific questions. Such as, what goals are we looking to accomplish? How can we use content to accomplish these goals? What metrics are we now concerned with, and how do we track our metrics? Who is our target audience? Without discussing our product, what is our brand message? It is crucial to have well documented and clear goals that are trackable
- Identify Buyer Personas - According to AOL, 270,000,000 pieces of content are shared each day. Developing buyer personas, or idealized buyer representations of your target audience, will help your content sort through the noise. A great way to do this is by interviewing your internal teams (sales, customer service, etc.) and actual customers ( pleased or unpleased). From these interviews you can determine multiple buyer personas based on gender, age, occupation, professional pain points, goals, obstacles, how/where they consume their content, etc. Identifying buyer personas will enable you to optimize your content to decrease bounce rates and increase conversion rates. Furthermore, identifying buyer personas will also allow you to embed your content with key messaging and specific CTA's
- Content Alignment- It is important to align your content because of the ever increasing trend of buyers educating them selves (on multiple platforms), and getting further along in the buyer journey before they are ready to speak to a salesperson. If you have optimized and aligned content you can engage these potential buyers as they move along their journey. In the early (research) stage you want to educate these potential buyers on the industry, through thought leadership content and lead capturing CTA's (form fills, Ebooks, cheat sheets etc.) You can then use these newly captured leads and enter them into your marketing automation platforms (Marketo, Eloqua) for lead nurturing/lead scoring/ drip marketing (this is the middle stage where you pair thought leadership with your solution.) As your leads become more qualified, not only are you entering the late stage of the buyer journey but you can begin sending them more promotional, and product-related content to help influence their purchase (demos, case-studies, etc.).
Remember, while it is important to focus on content, it is equally important (if not more) to focus on the distribution of that content. Leverage multiple channels (paid, search and organic) and align your content for different buyer personas at different stages of the buyer journey. Use your content to educate potential buyers, monitor them as they move through the journey, and to help influence their decsion-making when they are buyer ready. Captora, a marketing solution that sits top of funnel, helps customers fill content gaps, align content to the sales funnel and feed marketing automation platforms with net new names by leveraging existing content.
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