Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”Joe Pulizzi
When Joe Pulizzi coined the term ‘Content Marketing’ back in 2001, it received a mixed reception. Some embraced it with open arms touting it as a revolution in marketing communications. Others dismissed it as the latest marketing fad. However, 17 years on, few would dispute that Content Marketing has stood the test of time. Refined and advanced, for many, it has become the cornerstone for the development of a successful inbound marketing strategy.
The mass adoption of Content Marketing comes as little surprise when you look at the numbers…
Content Marketing generates over three times as many leads as outbound marketing, costs 62% less, and generates three times number of leads per dollar spent (Content Marketing Institute, 2017). What’s more, a recent study by Kapost, in collaboration with Eloqua, found that in the first 5 months after activating a purposeful content strategy, cost per lead typically drops by around 80%!
The simple fact is, content marketing builds consumer trust like no other strategy. In a world where consumers are bombarded with more advertising than ever before and are more selective in how, where, when and what media they consume, a considered content strategy can facilitate meaningful interactions – ensuring your brand is useful and relevant at every point in the customer journey. Yet, despite all of that, 44% of businesses still aren’t clear on what a successful content marketing strategy looks like and only 37% of organisations have a documented content strategy (Content Marketing Institute, 2018).
For this reason, many organisations find themselves creating content for content’s sake. Under pressure to participate in the constant churn of industry chatter, they turn out two to three pieces of content a week with little consideration given to the purpose of the content, its audience, where it should be deployed, and how it is shared and optimized.
Blogs and Infographics are produced as a matter of routine, devoid of value or purpose, before being posted into the abyss of the interweb without any thought for measurement or optimization. At best, they accumulate five or six likes – typically from employees and the office dog – and are forgotten by the end of the week.
With so many organisations still at a loss as to how they can develop a purposeful and measurable content strategy, here is the Bright Blue Day 4 step guide to creating a remarkable content strategy…