Content continues to be king, with brands that make the right investments into content – video, blogging, articles or other PR work – continuing to do well. However, it is essential to have a thorough and well-conceived strategy, so that content creation follows a pre-determined plan. Failing to do so can result in an ad-hoc and unfocussed approach to content marketing, which often ends up costing firms much more.
One of the main reasons for drawing up a content marketing strategy is to achieve cohesiveness. In an era where there are multiple content platforms and various forms of content media, it can be easy to lose control. Spreading content across social media, blog posts and video content is positive, as long as it is cohesive and doesn’t confuse audiences. To prevent this confusion and to make sure content stays on track, a strategy is required.
Content strategies also help firms develop a strong brand identity that will resonate with their target audiences. Effective branding is extremely important in the modern day, with hyper-saturated markets and short attention spans making it more difficult to find consumers than ever. Those wanting to establish a strong brand, should create content that will set a certain tone, style and overall approach. For example, a company wanting to seem relaxed and flexible might piggyback their content onto the latest humorous viral trend.
There are other benefits of using a strategy. Productivity, for example, can be increased when there is a clear goal and strategy in place. Clear production outlines not only ensure that creators don’t flounder, but can also help boost inspiration and focus, as one idea may spark another. Pattern analysis also becomes easier when strategies call for continuous content curation. The best success is often achieved when marketing is perpetually tweaked and tinkered with. In addition, when you have a clear plan, it’s easier to see what went right, and to collect data and identify patterns.
Finally, strategies also help maximise return on investment (ROI). Data shows that content marketing not only produces up to three times the leads of traditional marketing, but it is also 62 per cent less expensive. It can level the playing field between small firms and giant corporations, especially if strategies are well thought out. And these strategies will increase productivity whilst decreasing waste, which ultimately leads to better ROI.
Overall, any content marketing strategist must be able to identify why and how any project succeeded or failed if they’re to make future campaigns successful. This is a lot easier when a carefully considered strategy has formed the initial starting point for content curation. It is far easier to gain tangible results from this, and it can save a lot of time and frustration, especially if marketers have to work backwards from a result. Therefore, any brands considering turning to content as a way to increase brand presence, leads or sales must look to develop the right strategy from the start.
