Do you have a strategy for the content you’re creating? Or… the content you would be creating if you had a strategy, right?
I need you to hear me on this:
Having a content strategy empowers you to literally create the content you need to make your business succeed. It’s a roadmap telling you how to get to your chosen destination.
For instance, you might decide you want to increase the organic search traffic for some of the phrases your target audience is searching to find solutions like yours. So you’d map out a content pyramid that informs your team what landing pages and blog posts need to be created over the next 12 weeks to dominate that search result.
Or you might conclude that what you really need is more bottom of funnel content to help your audience, and your sales team, convert more lookers into buyers. So you’d identify the top questions and comparisons your audience is looking for, and begin creating rich articles that address those questions.
Notice that in both of those scenarios, the content strategy goals are aligned with core business goals and objectives.
Rather than deciding in a vacuum what content you are going to create, or not having a plan at all and just writing or filming on a whim, savvy CMOs will work with their team to build out a complete strategy that has the business objectives in mind the entire time.
It’s often helpful to start with the end in mind and then work backward. Does your business need more leads and contacts at the top of the funnel? Or do you have plenty of leads coming in, but the won-closed rate is too low? Then determine how your content can serve a role in helping to achieve those goals and overcome business challenges.
RESOURCE: Content Marketing Planner
I hope you got something from today’s Marketing Minutes with Mike. But whether you did or didn’t, leave a comment and let me know. Just please be nice, my mom reads these too. Cheers!