Content marketing allows you to define a unique voice that establishes your reputation, gets you closer to your customer and ultimately creates conversion opportunities. It may go without saying, but content marketing is no longer optional.
The key to a successful content marketing strategy is to focus on developing content that is highly personalized, relevant, entertaining and informative based on where the customer is during their journey. That is to say, content marketing should build on itself. By aligning content with your sales funnel, you will see a natural progression that teaches at the beginning and then involves the customer as they move through their journey.
Additionally, content should be repurposed, reused and recycled. Great content can make a significant impact when repurposed across multiple delivery methods. Use excerpts from an eBook or whitepaper as blog and social media posts. Film a webinar, post the video to your social channels and embed the slideshow presentation to your blog. It’s not plagiarism if you own the words, so Google won’t ding your SEO value if you repurpose and repost your own content.
A strong content strategy that is executed soundly will resonate with your target audience, help your company be found in search engine results, build awareness to the right prospects and help you nurture existing relationships.
Keep in mind that content marketing is a marathon and not a sprint. Measuring content marketing success requires patience, as it does not always deliver a return on investment (ROI) as quickly as other marketing strategies. Marketers and business executives should focus their ROI analysis on consumption, lead generation and sales because at the end of the day, if your content is generating more traffic, leads and revenue, then does anything else really matter?
Find out how ROOT3 Marketing and Business Development can help you by contacting us.
