As businesses look for better ways they can market their businesses online, they find themselves inundated with choices. There are many paid digital marketing options, such as PPC, retargeting, and display ads. In the end, though, these approaches have a short shelf life.
For businesses looking for long-term marketing options, you need a content marketing strategy. Are you asking, “What is content strategy and why does it matter?”
If so, keep reading for a quick guide to content marketing strategy and why it matters for your business.
What Is Content Strategy?
Content marketing is an approach that focuses on content production that provides relevant and useful content to your audience. A content marketing plan goes beyond mere content marketing, though.
It doesn’t just focus on blog content or any other single channel. Instead, it sets out a plan for delivering that type of content across multiple channels in a way that lets the individual pieces of content support each other and your marketing goals. It also allows the business to shape the overall user experience.
Types of Content Marketing
There are several types of content marketing available to you while making a digital content strategy. Some of the more popular types include:
- Blog posts
- Videos
- Email marketing
- Social media posts
- Ebooks
- Case studies
These are the kinds of content that you create outright for content marketing. They often work in tandem with search engine optimization, which takes into account things like user experience and content quality.
Developing a Content Marketing Strategy
Developing a content marketing strategy starts with your marketing goals. The content you create will change depending on your main goal, such as:
- Sales
- Lead generation
- Branding
- List building
- Customer retention
For example, lead generation or branding content will likely focus on things like blogging and video as those are very outward-facing.
Then, you must consider your audience and where they go online. Does your audience spend a lot of time on YouTube or spend more time on social media sites?
What are their demographics, psychographic, and pain points? Knowing these things will let you craft content that targets them specifically.
Why Content Marketing Strategy Matters
Content strategy matters because it offers so many potential benefits. It lets you build trust with your future and existing customers. It supports your SEO efforts.
You also get opportunities for brand building, lead generation, and improved conversion rates in the sales funnel.
Content Marketing and You
So, what is content strategy? It’s a structured approach to content marketing that aims for a more holistic end result. Rather than just aiming for relevant, high-quality content, you look for opportunities to create content pieces that support each other in different channels.
That holistic approach not only improves the user experience overall, but it also supports your other marketing goals like sales and lead generation. Just remember that the content must offer your target audience helpful, high-quality.
Looking for more digital marketing insights? Check out some more of the posts over in our Technology section.