As of January 2015, “content marketing” was the fourth most-searched term on Google and a search of the term returned in excess of 17 million web pages. Content marketing is a hot topic in the marketing industry because it works. In a recent survey conducted by the Content Marketing Institute™, 71 per cent of British businesses with a documented strategy say it is effective. Content marketing:
- Generates trust
- Attracts customers
- Drives action
- Grows your business
Web content is everything read, viewed, watched, listened to and interacted with online.
Does your business need content marketing?
Your web content is the lens through which you are scrutinized online. Your web content extends far beyond your website to everything and everywhere you publish on the web. But publication does not mean visibility. A poor content strategy, however copiously or frequently you publish, may leave you effectively invisible among the approximately one billion websites on the world wide web as of September 2014 . Worse, it may damage your existing business. A good content strategy should position you as an expert in your industry sector. A great content strategy with effective content marketing should position you as an authority among experts, attract new and repeat customers, compel those customers to take action and, as a result, grow your business.
What is a great content marketing strategy
It goes without saying, perhaps, that a successful content marketing strategy requires high quality, interesting, informative, engaging content. Precisely what kind of content you need for your business must take into account your target audience and your product, service, brand(s), culture and industry. A low budget high street department store selling off-the-rack clothing to teenagers is likely to have a very different approach to a high end boutique selling exclusive designs to their parents.
Ideally, a content marketing strategy should be documented and all stake-holders should:
- Agree on business objectives
- Determine subject matter and format of content
- Evaluate existing content assets
- Plan the content publication and distribution schedule
- Manage content creation, acquisition and publication
- Define metrics of success