While a content marketing strategy first looks at the strategic place of content marketing in the overall marketing process, there is also a planning and organizational dimension, mapping the different steps regarding content planning, mapping, creation, etc. In this sense, a content strategy involves various components. In most cases several of them come back but here are some common questions to answer or tasks to fulfill in a content strategy.
Businesses focused on expanding their reach to more customers will want to pay attention to the increase in volume of visitors, as well as the quality of those interactions. Traditional measures of volume include number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators for engagement.
Are you taking local placement seriously? Content marketing isn’t just for an international audience, but for local clients and customers as well. According to recent statistics compiled by Bright Local, 97% of consumers use online search for local products and services. In other words, local placement should dictate part of your content marketing strategy.
Staying updated on social media trends is great, but social is just the tip of the distribution iceberg. Email marketing helps; still, brands need to dig deeper to discover the distribution channels unique to their audiences. Could you include physical copies of content with certain products? Maybe sales and marketing can work together to target specific accounts and get relevant materials directly into their hands? Or maybe a speaking engagement is the best way to share your message with your audience?
As the U.K.’s largest tech company, Sage specializes in financial software that enables small and medium business owners to run their companies on laptops or mobile devices. Sage's mission is to help these organizations and entrepreneurs flourish in the face of harsh statistics – like the fact that half of all new businesses fail within their first two and a half years, according to Sage’s EVP of Digital Marketing Neil Morgan.
Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience.
Content marketing already addresses a variety of needs and objectives for different departments. Sales teams use content to bolster pitches and improve client relationships. Brand managers turn content into goodwill and authority. Recruiters attract top talent by publishing content in places where the best candidates spend their time online. The possibilities are endless — and now, a new avenue is opening up.
Clay Collins’ hypothesis was correct. Thanks to his content marketing strategy, LeadPages ended up with an extremely high lifetime value to customer acquisition cost ratios. This helped them grow on a massive scale, acquiring 35,000 customers in under three years, hitting over $16 million in revenue in 2015, and in 2016 becoming the #148 fastest growing company in America. LeadPages success makes them one of the great content marketing examples.
In the past year, Headspace has launched a few new content initiatives designed to make meditation more accessible – and drive and retain subscribers. One is a "How to Meditate" section that includes answers to frequently asked questions, plus videos that help people solve common meditation challenges. Headspace now also offers “packcasts,” which are recordings that feature Headspace employees discussing certain packs, or sets of meditations, while “trying to build a meditation practice that works for [them]” and showing how personalized one's meditation journey can be.
As Arketi Group says “keep the message fresh”. But also make sure you use several content options, regarding format, channel and trigger (push, pull). Every prospect has his own preferences and in a cross-channel lead nurturing approach, meeting those should be the most obvious thing on earth. The type of content really depends on different elements in the above mentioned other two dimensions: pain points, behavior, personas, stages in the sales cycle, you name it. Arketi further developed the model over the last few years and I think it’s a nice way to look at it, certainly in B2B.
We love how this newsletter illustrates the willingness of CB Insights to not take itself too seriously. Yes, it shares some of the finest insights on technology, venture capital (VC), and emerging businesses, but it does so with fun images that ultimately relate back to the subject -- e.g., the above photo of Oprah that’s been adapted as a meme, since, well, that was the topic of the newsletter.