Content Strategy is the development, planning, creation, delivery and management of content. The purpose of content strategy is to create meaningful, cohesive, engaging, and sustainable content that attracts the company's target customers.What is a good content strategy?
A good content strategy considers a KPI, and then works towards reaching it. It is a roadmap that plans out the exact steps that need to be taken in order to reach that goal. But of course, even with all the best planning and execution, sometimes, content campaigns don't meet their KPIs.What is content strategy example?
For example, you may create a research report as your base piece of content. As long as you are careful not to cannibalize your SEO results, content atomization can be an effective content strategy that fuels SEO reach, traffic, and engagement by ensuring the right audience finds the right type of content.What is your content strategy?
Content strategy is the ongoing process of translating business objectives and goals into a plan that uses content as a primary means of achieving those goals. Every other facet of content strategy starts here. Content strategy guides the creation, delivery, and governance of useful, usable content.What should a content strategy include?
Content strategy involves content ideation, content development and publication, editorial calendar planning, process and system creation and oversight, writing, editing, on-page SEO, and a host of other activities related to content management.What is brand content strategy?
Content Strategy: A content strategy is a way to execute your brand strategy; a tool to communicate who your brand is and what you're about—through content. (See our step-by-step guide to create and document your content strategy if you don't have one yet.)What is the difference between content strategy and content marketing?
The answer is simple: content strategy is the thought and research put into establishing an effective content marketing campaign. Content marketing is the campaign itself, which comes after the strategy. These will overlap, of course.What is a content marketing strategy?
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.What is the main objective of content marketing?
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.What are examples of content marketing?
Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can't get elsewhere. It's the best way to turn your product, no matter how common, into something that is not like everyone else's.What are the four basic marketing strategies?
The 4 Ps of marketing are place, price, product, and promotion. By carefully integrating all of these marketing strategies into a marketing mix, companies can ensure they have a visible, in-demand product or service that is competitively priced and promoted to their customers.What is not content marketing?
The term content marketing can start to lose it's meaning. Aldi's 'No Frills' message – This isn't content marketing, it's an ad campaign. It's a bit like thinking that karate is just karate without the teaching of the full discipline from Mr. Miyagi. If you can punch, kick and watch a Bruce Lee film, you know karate.
If you’re not sure how you can add value through content marketing, ask your existing customers what kind of content you can produce that would be helpful to them now, or would have been helpful to them when they were looking for your product or service. They’ll tell you. Read Joe Pulizzi's excellent book .
Most companies are not doing real content marketing...yet. That’s why you’ll have an advantage if you jump in. Let me know how it goes.
From blogging and social media to video and visual marketing, we’ve got a great collection of B2C and B2B content marketing examples to inspire you. These marketing examples from the business world will help you find new ways to get creative and . But before diving into the list of our 31 content marketing exampels, though, let’s get clear on what content marketing is in the first place.
Content marketing also has several advantages, and can help you increase: : You’ll drive traffic from search engines, social media, people following links in email or article sharing sites. : Content marketing is often a great way to not just drive traffic, but to drive (people who are more likely to become customers).
Since we’re writing a blog post on content marketing examples, we thought Optin, Monster’s blog would be the most appropriate place to start. Optin, Monster’s blog is a valuable resource for current customers (looking to use Optin, Monster in new ways), as well as for prospective customers. Through this blog, Optin, Monster has become an authoritative resource on lead generation tips, tools, and strategies.
On Buffer’s own blog, the company concentrated initially on writing for the people who influenced their customers, producing high quality, and highly shareable, content. Buffer now has four blogs, including the Transparency blog and Open blog, where they have shared business ups and downs over the years. And they share their best content via a regular email marketing.
One of the ways it shows that dedication is via an online publication known as The Search. The Search chronicles surfers’ search for the best waves and the ultimate surfing lifestyle and features great photography, and stories told by surfers for surfers. With more than 100,000 You, Tube subscribers and a whopping 2 million-plus Facebook followers, this is a great example of matching content to your target audience to grow your business and make it profitable.
In the end, even something as simple as resharing blog posts on social media can be an excellent content marketing strategy as your business grows. Intrepid Travel’s all about small groups, big adventures, and traveling responsibly. It supports that with a content hub called The Journal. In The Journal, you’ll find stories from real travelers sharing their experiences, which helps the company connect more with their core audience.
Tried-and-True Content Marketing Examples Next, we’ve got a couple of content marketing examples that don’t rely on social media promotion. Anyone who’s read up on content marketing has probably heard of The Furrow, which is generally reckoned to be one of the first examples of content marketing. First published by John Deere in 1895, this publication aimed to help the company’s customers with the issues they faced, and show the company’s expertise at the same time.
Here’s another content marketing example that underlines the importance of knowing your audience and delivering the content they want. The AARP The Magazine has won awards for the quality of its content, design, and photography, but there’s nothing mysterious about its success. They listen to their readers, who reach them by email, letter, and social media, and use that information to determine the topics that will resonate with them most.
This video has now had more than 1 million views and is their most successful branded content. Here’s one of the coolest content marketing examples from the business world. It’s an example where Zendesk jumped on something that could have gone against them and showed their brand values and personality at the same time.
When Zendesk realized people were searching for Zendesk alternatives, they basically hijacked the keyword phrase, creating a mini-site and video optimized around it. The result? A page one spot for that keyword phrase, and a heck of a lot of goodwill! For a brand that’s been around since 1937, Old Spice is doing great at staying in touch with its market.
Several years ago, the brand was losing ground to its competitors, when someone had a cool idea: jettison the old world image in favor of something – or someone – new, young and hot. It worked. In a series of videos and ads delivering humor and in some cases never mentioning the brand, Old Spice changed its image to become relevant for a new generation.
In fact, according to a 2020 report from Hub, Spot, 70% of marketers are currently investing in content marketing. Content marketing is important because it helps marketers build trust with their audience in a way that many other types of marketing cannot do. It helps brands to tell the story of their company and what it stands for in an authentic and engaging way.
In order to achieve your goals, your strategy must be robust, credible, well thought through and designed with your audience in mind. More on this later. There are a few key differences between content marketing, inbound marketing and content strategy. Your content strategy is the initial step in this area of your marketing activity.
Content marketing refers to the process of creating your content itself — perhaps with a content creation platform. Inbound marketing focuses on how the content strategy fits in with the rest of your lead generation and PR activity. How you develop and use tactics to attract and nurture your leads over a period of time with the relevant, authoritative content you’ve included in your content marketing strategy.
Here are some frequently asked questions about content marketing for businesses. Content marketing can help a wide variety of businesses. No matter what size your business is, what sector you operate in or where you are based. If you want to increase conversions, enhance brand awareness and build trust, content marketing can help you achieve your business goals.
For example; if your product is complex, a how-to guide or video might be useful. If you are trying to distil a lot of information, infographics could work well. Use formats that are appropriate to your audience. Think about how your customers consume content; the platforms they use, how much time they would spend reading or watching the content, where and when they might be consuming it etc.
Find out what your competitors are doing. Naturally, you want your content marketing strategy and activity to be unique to your business, but it’s useful to do some market research to find out what is currently engaging your target audience, or not. Don’t know where to start? Try Buzz, Sumo.
Good content marketing is all about being authentic and listening to the needs of your audience. The most common content marketing mistakes happen when brands fail to do these things and simply put their efforts into activities and tactics that they want to do or that brands they like in different sectors are doing.
For example; just because a new and exciting social media platform has launched, it doesn’t mean that it’s right for your business if your customers don’t use it. Be where your customers and prospects are, give them the information that they want and need, be honest and authentic and don’t copy others.
But providing you take the time to think about your goals, what your key messages are, what will drive sales and conversions, what formats are most relevant and helpful to your audience and - perhaps most importantly - what your customers need from you and your products and services, you shouldn’t go far wrong.
Content is all around us. Whether we’re reading an insightful blog post or watching a goofy You, Tube video, we consume content almost everywhere we go and pretty much at all times. Because of this, it should come as no surprise that 70% of marketers are actively investing in content marketing.
Still, it begs the bigger question: “what is content marketing and what can it actually do for me?” A valid question indeed, and one we will unpack during this introduction to our chaptered guide to content marketing fundamentals. Content marketing is the process of using content to connect with and sell to a defined target audience.
The substance Shopify covers through its content shows that the company is speaking to an audience of business owners. The content Shopify creates reflects what business owners care about and is delivered regularly, so those audience members become invested in the content and, as a result, the company as a whole.
That’s the power of content marketing.
To understand why content marketing can work as a strategy, think about the buyer’s journey. For many companies, it may look something like this: this is where the potential customer is seeking information on a topic. They may be looking for a solution to a problem they experience, or are simply looking for information on a topic they’re researching.
Of course, technical issues and obtaining links are still big pieces of the puzzle. But as search engines (and let’s be serious, we’re mostly talking about Google here) evolve, they’re putting increasing emphasis on serving users quality content that satisfies their search intent. That’s why authoritative domains can rank well in search even with subpar content.
It’s done by producing a ‘pillar’ page on a core topic along with multiple additional content pages related to that topic. The pillar page should link to the cluster pages. Likewise, the cluster pages should link back to the pillar. A content cluster should cover a topic across all phases of the buyer’s/user’s journey.
Others may not have the slightest clue they need a solution at all and are searching for answers to a problem or question they have. That’s why you need to cover the entire journey – anyone who enters your site should have a clear next step they can take no matter where they are in the funnel.
One example of a successful content clustering strategy is from ISSA, a provider of personal trainer, nutritionist, and fitness instructor certifications. For their personal training certification track, ISSA has produced content that anticipates every possible question and search intent someone could have about personal trainer certification. Here are a few pieces of content in their cluster that show how well they’ve covered the topic.
With a robust internal linking strategy to go along with all of this content, ISSA makes it easy for users to get the information they need and take a clear next step. Their SEO gains and organic traffic growth has been steady and continues to climb even in a highly competitive space.
Content Strategy for Customer Success and Support, Content for SEO purposes gets the lion’s share of attention, but don’t ignore the “Post-Purchase” phase. Content isn’t just for prospects; it’s just as necessary to provide useful content for customers. Post-purchase content may not be flashy in the sense that it attracts traffic and social shares.
A customer support strategy would have its success measured along the lines of reducing support tickets and, ultimately, retention. A robust library of self-serve support content, once built out, can reduce the need to hire additional headcount for those purposes. It also allows your support teams to focus their attention on high-value clients and more significant issues that content alone can’t solve.
Aircall walks the walk when it comes to using content effectively to support and retain customers. In addition to a blog with useful Vo, IP, sales, and customer success tactics and tips, Aircall has a robust Knowledge Base that customers can use to search for answers to specific questions about the software and phone systems.
Content Strategy for Sales Enablement, Sales enablement content is content that a sales team can use to educate prospects and help them build a case for purchasing your product or service. Your content strategy here should take into account common questions and objections your salespeople hear. For example, one of the most common questions our sales team at Market, Muse gets from prospects is how they can use Market, Muse with their existing marketing technology stack.
This content can be shared beyond the buying team, so other budget makers can understand precisely for what they’re paying. Why Is It Important to Have a Content Strategy? The short answer to this question is that you’ll be directionless without a content strategy, chasing whatever new shiny object enters your line of sight.
You’ll get feedback from customers, prospects, partners, and the public about your content that can help you refine your overall strategy. That’s what’s challenging and fun about content strategy. It’s not something you deliberate on once a year or once a quarter. You’re constantly adapting and finding new ways to move through this cycle a little smarter than the last time.
But again, it all starts with knowing what your strategy is. There’s no other way to measure your content marketing ROI. Building a Content Strategy, Now that you understand what content strategy is and what it needs to accomplish, you’re probably wondering how to put it into practice. We can help! If you’re starting from scratch, the best place to start learning how to build a solid content strategy is our Content Strategy Crash Course.
Anyone can join our community and start asking and answering questions. So if you have something specific you want to discuss, that’s the place to do it!.
In some cases, B2C companies experience a boost of CTR by 2-3x when video is used in their marketing. You can use video content to demonstrate products, show products in action with real world applications, as well as answer any questions your audience might have. This all leads to creating that perception of 2-way communication with you and your customers.
There are multiple video types that may fit with your B2C business! Some include:Commercial videos that demonstrate a product in detail - think of it as a studio photoshoot. Careful attention to lighting, focus, editing and more! Products being used in-situ is an ever-increasing portion of video production for products.
We do this by providing content generation tools as well as analytics software all under one roof. Our goal is to help you understand what content works best for your business, and to drive content strategies backed by the data that proves they work. Brands today need content more than ever, and it’s important to us that we help you put your best foot forward.
In developing your content, you should know the problems of people in their lives and use your content to bring solutions to their issues. You must deliver your content in the right channels in the appropriate formats at the correct time to achieve the best results.? Content is a multifaceted and marketing tool that can produce positive results for your company’s bottom line.
There are several factors to consider in determining the cost of your content marketing efforts. To give you an idea, here are some data to consider:For content research, a provider charged necessary audits from $100 to $200 in 2019. A content review is essential in content marketing to identify the areas that need improvement and provide direction to your strategy.
However, some writers are willing to create your content at a rate of $1 to $2 per word. If you want to rank your content in search results and entice more clients, you must be prepared to spend $2,000-10,000 per month or higher. You should update and optimize your content periodically to retain its search engine ranking.
Content marketing is a practical approach that can give you a high ROI. It is an essential strategy to engage, build trust, and establish the loyalty of your existing and potential customers. This article was previously published on Social, Sellinator’s blog.
So thinking about how content collaborates with SEO is important. Some proof that a website can be negatively affected due to poor content practices happened in June 2019, when The Daily Mail lost 50% of its traffic the day after a core algorithm update rolled out. It’s been speculated that the high ad-to-content ratio and low quality/thin content were factors.
This is especially true for Your-Money-or-Your-Life categories (sometimes referred to as YMYL), where Google admits its high standards are to protect users from negative impacts on their life, income or happiness. With all these signals, Google wants us to know that keeping the interest of the user at heart will always be the top priority to the search engine, and your content should reflect these values for the best chance at better rankings.
Content marketing is important for creating a strategy that starts with business goals and a company’s mission. Going back to the beginning creates consistent messaging across all channels and platforms. By focusing your site’s content, you have more of a chance to rank higher for the keywords directly related to your product or service, so everything must be relevant in some way.
Your target audience and customer data will drive what type of content you need to create that will be interesting to people, read (or viewed) and shared. Another reason why content marketing is so important is that it helps define your brand’s voice and tone, and consistent branding creates a seamless experience for the user, which encourages them to like, trust, and come back to your brand in the future.
But you want to make sure your money is being spent as efficiently as possible, so that means your creative, ad copy, and landing page experience all have to send the right message and work to move the user down the conversion funnel. One thing to remember is you will often be paying for each click, so wasted clicks on a misdirected ad will cost you.
One of the best strategies is creating separate content for cold audiences and warm audiences. Content you can show a cold audience might be a helpful blog post, an interesting image with a helpful caption, or a short video. Content you can use to turn that cold audience into a warm audience promotes a free promo, free shipping, free download, etc.