Why content marketing should be an integral part of your marketing strategy

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You need to do better at content marketing. 

Only 30% of B2B marketers say their organisations are effective at content marketing, down from 38% last year (Source: Content Marketing Institute)

Two thirds of marketers are working for organisations that are not producing content that works. What makes this worse:

96% of B2B buyers want content with more input from industry thought leaders (Source: Content Marketing Institute)

There's clearly a big gap to fill.

Why you need content marketing:

It drives traffic to your site. Not only does targeted, strategic content boost your SEO and increase your domain authority if you blog regularly (twice a week or more) people are more likely to find you and click through to your site. Link to your other blog posts and you create a compelling reason for them to stay and browse your site.

It builds your reputation. Thought leadership is in high demand, now more than ever - people are looking for experts who can cut through the noise and answer their questions. Creating a regular source of authoritative content will make you the go-to brand for advice in your sector.

It builds trust in your brand. going hand-in-hand with building your reputation, is securing trust of your audience. Creating a body of content provides transparency, showcases your expertise and earns trust.

It drives leads and conversions. Well-written content with a strong call-to-action will improve direct conversions.

 

What are your company's top marketing challenges in 2018 (source: Content Marketing Institute)

What are your company's top marketing challenges in 2018 (source: Content Marketing Institute)

What is Content Marketing?

A content marketing the part of your marketing strategy that talks about the management of any tangible media that you create and own: written, visual, social, downloadable.

In one sense it’s easy to apply: content marketing complements almost every other part of your marketing strategy. However, the difference between simply producing content, and producing good quality, valuable content that had a measurable impact on your bottom line is a major challenge for many brands. 

55% of B2B marketers say they are unclear on what content marketing success or effectiveness looks like (Source: Content Marketing Institute)

How do you create effective content? Most importantly it needs to have a clear business purpose. If it doesn’t you're just adding to the noise:

90% of audience interactions were generated by just 5% of content (source: Bekon analysis of $16bn client media spend)

When you develop a content strategy, consider the following points to be the foundation of your content strategy:

  1. Who you're creating it for
  2. The problem it's going to solve for that audience
  3. How it will be unique
  4. The formats you'll focus on
  5. The channels where it will be published
  6. How you will schedule and manage creation and publication

We’ll go into more detail on these in future blog posts, but your starting point should always be why followed by who.

To find out how to kick-start your content marketing, talk to us.

Rob O'Connor

Scream PR Ltd, 1 Portland Place, London, England, W1B 1PN