A content marketing strategy helps you achieve specific objectives, define clear success metrics, and create processes for specific improvement. The content campaign plan is used to align content marketing with business objectives, such as generating leads and sales. In this post, we'll discuss what content strategy is, why your company needs a content marketing plan, and what steps you should take to create your strategy. To begin with, identify the business objectives that your company needs to achieve and discover how content marketing will bring your company closer to those objectives.
As a small business owner, you know the importance of creating content for marketing channels such as social media or your blog. Your marketing plan should go beyond the types of content you'll create; it should also cover how you'll organize your content. Templates are effective examples of content marketing that you can try because they generate leads and, at the same time, offer enormous value to your audience. I know this is Marketing 101, but stick with me for a second before we get into the more advanced content marketing concepts we're going to discuss.
In this part of the content marketing funnel, you should create content that addresses customer questions to help them discover your company and products. Creating a documented business case will help you and your team better understand the benefits, costs and risks of implementing a content marketing strategy in your company. Figure 1 shows that many of the most common traditional marketing techniques have digital equivalents. But in addition to attracting new readers and followers, content marketing should boost your business.
A case study is perhaps the most versatile type of content marketing because it can take many different forms, some of which are found on this list. Unfortunately, the top of the funnel is where most organizations begin and end their content marketing efforts. An overwhelming percentage of buyers of professional services use digital channels and tools to find their candidate providers and then use digital tools again to evaluate them. In the next section, we'll discuss some of the most popular content formats that marketers are creating, including some tools and templates to get you started.