Whether you're just starting out with your content marketing or you've been doing it for a while, now is a great time to revisit your plan to make sure it's actually delivering in a smart and effective way.
Should I use content marketing?
Some companies are still on the fence about using content marketing as a means to deliver quality leads. Below are some fun facts from the content marketing institute that could help you take the leap.
- Content marketing leaders get 7.8x more leads than non-leaders
- Though content marketing costs 62% less than outbound marketing, it generates 3x as many leads
- Content marketing delivers a 6x higher conversion rate
Lower costs with better results. Sign me up!
What is a content strategy?
Creating content is one thing, but ensuring you're creating valuable content for your customers and delivering it at the right time during their buying journey is another. Basically, your content strategy is the part of your marketing plan that deals with how you manage and deliver the media you're creating.
There are a few key things to keep in mind when you're creating your strategy:
Who are you creating this for?
Often times we fall into the trap of creating a piece of content without first thinking about who will actually find this interesting. Understanding exactly who the audience is for that specific piece of content is is step 1.
What is the issue this will solve?
The content you create should not only be interesting, but also valuable. It should help solve a problem, deliver advice, or create aspirations for your customer. Creating engaging content starts with understanding what problem your customers have and how you can solve it.
Fact sheets, E-books and Videos...Oh My!
This is all about the formats or mediums you use. Within your strategy, make sure you have a good mix based on the type of information you want to share. While data could seem boring in a blog, it may become highly clickable and drive traffic as an infographic.
How will you get the word out?
Essentially, which channels will you use to communicate and distribute the content you've created?. Having the right mix ensures you create more traffic as cost effectively as possible. While content marketing is effective, it is much more effective when the means of delivering it are varied and diverse.
Content marketing can help your business create reliable and cost-effective sources of traffic while generating new leads. It will also help educate your target prospects and generate awareness of your brand. By having a good content strategy you can ensure that you're delivering valuable content to your customers on a consistent basis.