Content marketing strategy is a detailed plan entirely focused on how a business or brand will use ‘content’ to attract, acquire, and engage it’s customers or an audience overtime. Content marketing, as you may be aware, is all about consistently providing something of relevant value to your target audience in the hope that they ultimately will return the favor.
Although, publishing high-quality and relevant content to the audience is an admirable goal by itself; all this efforts amounts to little if the ‘content’ doesn’t trigger desired audience behaviors that helps a business or a brand to reach it’s desired business goals.
To design the best content marketing strategy, following three key questions need to be answered beforehand, which concern the relevancy, outcome and the promise of the content.
- Relevancy – To WHOM is the content produced MOST relevant to?
- Outcome – WHAT benefits does the audience receive from consuming the content?
- Promise – WHAT desirable and unique content experience can we consistently deliver?
At it’s core, content marketing strategy asks three basic questions: Why you are creating content? Who you are helping? and finally, How you will help them in a way no one else can?
Let’s look at few short and precise definitions of content strategy from the experts:
Content strategy guides planning for the creation, delivery, and governance of useful, usable content.Kristina Halvorson
We define content strategy as: getting the right content to the right user at the right time.Kevin P. Nichols
Content strategy encompasses the discovery, ideation, implementation and maintenance of all types of digital content—links, tags, metadata, video, whatever.Robert Stribley
The mindset, culture and approach to delivering your customer’s information needs in all the places they are searching for it, across each stage of the buying process. It’s a strategic approach to managing content as an asset, with a quantifiable RoI.Michael Brenner
Commonly set organizational goals of B2B and B2C content marketing are seen below.
Each one of the goals seen above can be measured by one or more of the metrics seen below.
|Brand Awareness||Website traffic, Page Views, Video Views, Document Views, Downloads, Social chatter, Referral links|
|Engagement||Blog Comments, Likes, Shares, Tweets, Pins, Forwards, Inbound Links|
|Lead Generation||Form Completions and downloads, E-mail subscriptions, Blog subscriptions, Conversion rate|
|Sales||Online sales, Offline sales, Manual reporting and anecdotes|
|Customer retention/loyalty||Percentage of content consumed by existing customers, Retention/renewal rates|
|Upsell / cross-sell||Sales for new products/services|
Without a well structured content marketing strategy and goals, success or failure is just a matter of luck – and there is a risk that all efforts going to waste. Therefore, content marketing metrics and KPIs are needed to gauge success or failure of the strategy and goals.