Content Marketing Strategy
Plenty of companies still focus on a campaign approach, getting out their trumpet four times a year and falling largely silent in the gaps. We believe there’s still a place for big campaigns, but they now need to support an ‘always on’ conversation with content marketing that nurtures prospects along the long, snaking path from awareness to interest, then on to purchase, and, ultimately, unwavering loyalty.
It no longer cuts the mustard to simply ‘tell and sell’. Today you have to earn your customers’ trust with consistent content that provides relevant, useful information. That means there has to be something in it for them. Deliver and you’ll be rewarded with their business and their loyalty.
Quality content is the fuel that drives your content marketing strategy. Inbound marketing, SEO, social media, pay-per-click and PR all rely on content. Creating a steady stream of quality content allows you to build and strengthen your owned media platforms, such as your website or blog. Using content marketing to pull people to your owned media is proven to be a highly effective way to build relationships and nurture leads to a sale. And you get to stay in control rather than losing touch with customers or leads because the social platform you built the relationship on changed the rules. (Not naming names, FB).
A good content marketing strategy’s true purpose is not to clock up ‘likes’ and ‘shares’, but to serve your greater business and marketing goals. Marketers who work to a content marketing strategy and plan are far more effective. They’re also better equipped to manage multiple tactics and channels, to report on performance and to justify increased budget spend to those higher up the tree.
Lion’s Share can help you get clarity around your content marketing strategy. We will:
- Develop clear and measurable content objectives
- Undertake a content audit and mapping process
- Develop content and buyer personas
- Find the right content formats and styles for the buyer engagement phases
- Create a detailed channel, distribution and amplification plan
- Ensure the right measurement tools and success metrics are in place
Get in touch and find out how we can help you with your content marketing.