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12 Reasons Why Your Business Needs A Content Marketing Strategy
12 Reasons Why Your Business Needs A Content Marketing Strategy

Research by the Content Marketing Institute has reported that B2B marketers who have a documented strategy and an individual to oversee the strategy, are the most effective group of content marketers out there. Whether you are just now starting your digital marketing process or you have made sure your brand has a recognizable presence on the web, you’re missing out if you aren’t using a content marketing strategy.

There is a lot more to it than running a few social media accounts and publishing a blog for your brand. Even with great, well-driven content, if you don’t have the SEO skills to drive organic traffic to your website, the landing pages to capture leads and the email marketing, white papers, dynamic offering of webinars, infographics, event marketing and more to convince your customers that your brand is an industry leader and has long-term value to offer, then your content lacks dimension.

You need a system for gathering and analyzing your customer metrics, and using this data to constantly update your strategy. Without this system, you’re failing to offer what customers expect today from marketers. Your content may slip through the cracks, going unnoticed as your competitors are appealing to your market with a direct approach at content that touches every point. Stringing everything together to create something that matters is the ultimate goal.

Richard Pattinson, CEO of Brafton, says “The intention behind content can be good, but the scaffolding is missing, weak or flawed.” Pattinson sees this as a major flaw for businesses.

With a documented strategy, there is a place and purpose for each piece of content. Everything flows into the next. A case study, vlog or email subject line sets up other aspects of your strategy and holds the entire plan together. A good flow will allow your entire strategy to be flexible enough to evolve along the way as your make an effort to continually work towards creating that simple, clear and yet remarkably complex brand environment that is the most effective way to attract your market and build long-term customer relationships at the same time.

A good content marketing strategy is:

  • - Well-defined KPIs and clear goals.
  • - Three-dimensional buyer personas that help you craft content for your market
  • - A content management system for tracking your customers’ experiences, automating some of your content publication, and for gathering data.
  • - A balance between creativity and pragmatism that yields an ongoing river of fresh content, with each part connected seamlessly, from the font styles on your website to format used in your webinars.
  • - An ongoing learning process, with the goal of utilizing multiple content tactics and identifying the ones that work the best for your target audience.

The better your strategy, the more potential you give each piece of content created.

WHY YOU NEED A CONTENT MARKETING STRATEGY

1. A better content marketing ROI – as you refine which tactics are the most appealing to high-quality leads and which are the most motivating, you’ll be able to invest in the content that works and either reduce or eliminate what isn’t working.

2. You’ll actually know what your content ROI is – only with a documented strategy are you going to have the metrics to give you an idea of how effective your content marketing is.

3. Repurposed content – with a dynamic strategy, you can plan ahead how you repurpose your in-person events into eBooks and podcasts, your video interviews into blog posts, and your white papers into infographics.

4. Better customer segmentation – with a content management system, you’ll be able to personalize your content for different segments, the key to boosting your conversion and retention rates.

5. More accurate buyer personas – you’ll also be able to create smarter campaigns with better buyer personas as you use your gathered customer data to continually evolve your ideal buyer personas.

6. Less churn – when you have a better idea of what your customers want because you’re using a strategy, you’ll be able to reduce your churn rates and boost your long-term revenue numbers.

7. Ability to leverage more marketing tactics – with a short and long-term plan, you’ll be able to see ten steps ahead, planning for that mega branding conference in five years and pulling off your brilliant influencer marketing campaign six months from now.

8. Optimized social media channels – when your social media posts are integrated with the rest of your content marketing strategy, your customers grow used to the value that comes out of following and engaging with your social platforms and are more likely to stay engaged. Rather than random posts, they’ll know there will be a consistent flow of value coming out of your Twitter feed and Facebook pages – industry news or tips, special deals, links to informative blog posts, early bird event registration they don’t want to miss.

9. Boosted brand reputation – with your comprehensive brand presence both online and off, you’ll do wonders for your brand reputation as you’ll have a larger social following, contact list, and more activity on your website such as blog comments, online reviews, and forum posts (depending on what channels are relevant for your business).

10. Improve lead generation – when you flow your social media posts and email marketing into your blog posts and to your landing pages and CTAs, you’ll attract more visitors to your website and invite more qualified leads down your sales funnel.

11.  Higher customer acquisition rates – as you get to know your market better, you’ll be able to turn more leads into customers.

12. You’ll become a better marketer. The more love you put into your strategy, the more you’ll learn about just how much content marketing is capable of. 

Getting the results you want from your content marketing all boils down to strategy. Even if your strategy is limited to a blog, a modest website and social media – make each piece work together and that strategy will do more than a disconnected collection of components ever could.

BIS Designs offer these services and more. As a business owner, having a team to handle the content marketing for you can be a better option than spending the time to do it yourself. We’re happy to discuss ideas with you. Give us a call!

 

Author: Stephanie May 

 

RELATED: 

Create a Winning Content Marketing Strategy in 5 Simple Steps 

 

Phillip Long - CISSP, CEO of BIS Technology Group, along with his team of marketing and information technology experts, will walk you through an overview of    what your business should be doing to protect your data and plan your digital marketing strategies.

About BIS Technology Group

BIS Technology Group is the technology leader on the Gulf Coast and is comprised of four divisions: Information Technology, Web Design & Digital Marketing,   Office Equipment and Business Consulting. Together these divisions help local businesses exceed expectations and allow them to group to their full potential while minimizing risks. To learn more about BIS Technology Group, visit bistechnologygroup.com.

You may reach out to us at:
Phone: 251-405-2527
Email: plong@askbis.com


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