develop a content marketing strategy
Over recent weeks, readers of Thought of the Day have highlighted a number of issues that they are interested in having addressed in this newsletter. This is the last of five issues raised by readers. Most, if not all of them, have been raised on more than one occasion.
I would argue, and research confirms, that most content marketing contributes little to an organisation’s performance. I would suggest that there are two main reasons for this:
- Content is very often crap, or fails to meet a standard that will ensure it is read by the target audience. One study found that only 8% of marketers are able to measure the effectiveness of the content they publish. Further, 87% of content producers struggle to engage readers.
- Very few businesses integrate a content strategy into their overall marketing strategy. Indeed, some 70% of marketers admit they do not have an integrated strategy. Without a strategy, it is little wonder producers struggle with engagement and results.
That said, the potential of content marketing is substantial. Research has found that:
- 77% of Internet users regularly read blogs
- Businesses with a blogging strategy have up to 434% greater lead generation
- 70% of consumers would rather learn about a business from a blog than an advertisement
- 82% of consumers have a more positive view of a business as a result of reading online content
- 67% of marketers measure the effect of content through the SEO it drives
Content marketing is, at least in terms of the media real estate, free, and for that reason, it is common. Many people think they are great writers, albeit undiscovered, and this too encourages a proliferation of content. Producing content is not enough, it needs to be content that is seen and engages. It is also interesting to note that 80% of new content on the net today is video.
Content that cuts through and engages is typically:
- Relevant to the target audience’s interests
- Easy and relatively quick for consumers to understand
- Published in media that the target market actively uses
- Adds value by contributing new information or ideas etc.
- Tells a story that is easy to relate to and engage with
Making content work for a business also requires:
- Using data to tailor content
- Monitoring what works were
- Monitoring consumer feedback and responses
- Giving priority to SEO
- Consistency in terms of media and content
In 2018, develop a content marketing strategy
Every year – put the facts ahead of intuition and guesswork.
Sources of core statistics – Impact, Semrush, Entrepreneur, Billboards Australia, Fairview, Zoominfo, Searchenginepeople, Commercial Radio, Roy Morgan, RRD Communications, Adage
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