Marketing is shifting away from traditional approaches to more multi-faceted integrated marketing. At Pace Creative, we work with all types of clients from startups to Fortune 100 companies and that is exactly what we help our clients with! Not only are prospects and consumers becoming savvier, but they are more connected, so companies must plan and implement more integrated and strategic approaches to be successful. But what does this have to do with content marketing?
Did You Know? According to the Hubspot 2018 State of Inbound Marketing Report, of all the challenges marketing leaders face, generating traffic and leads is their number one challenge. Why? Because traditional marketing strategies alone are not generating the results they are looking for.
How can you plan a strategic and integrated approach to boost results and differentiate yourself from competitors? Content marketing is the answer!
What is Content Marketing?
As defined by the Content Marketing Institute, “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.”
Another way we like to describe it is: “Developing a brand based on a communication plan to produce coherent and consistent marketing assets in an effort to support sales and meet specific business goals.” – Stefanie Curtis, Pace Creative’s CEO
Integrate your content with your other traditional and digital marketing tactics through a content marketing strategy, whether for B2B or B2C audiences. The main difference between the two is that B2B audiences often require more technical solutions to challenges.
Now that you know what content marketing is, here are 3 reasons you need a content marketing strategy:
Set and achieve your goals.
Define your ideal client and their needs. How can you connect with them and address their needs? Your content must talk to the right audience and add value for readers. This will ensure your audience sees your B2B organization as a thought leader in the industry.
A content marketing strategy defines your goals and sets the right priorities to ensure content is relevant. Include an SEO strategy to integrate your online and digital marketing efforts and align them with your content. Quality content will serve your SEO strategy well in the long-term.
Set KPIs (Key Performance Indicators), such as leads generated or number of content pieces consumed to ensure you are targeting and connecting with the right audiences. Measuring the success of your content marketing efforts is key to your overall success!
Build relationships with your audience.
90% of Americans are more trusting of and loyal to brands and organizations that strive to have a positive impact, whether through their content or through social responsibility. Promote engagement with your audience to continue building a relationship of trust through credibility and loyalty over time.
Your content marketing strategy should include comprehensive direction on audience engagement and how to handle it for each channel. With the right tools, you can publish share-worthy and value-added content that is relevant and will help increase overall brand awareness, engagement, and loyalty!
Content supports all your marketing
Consistent, quality, and relevant content supports every other part of your content marketing strategy. Most businesses have multiple tools in their marketing toolbox – everything from your strategic content marketing website to:
There are many different digital tactics that you can use to attract and engage your ideal audience, but great content brings them all together and adds value for your audience.
Create engaging, high-quality content for any marketing tactic that you employ in your overall content marketing strategy or campaigns to strengthen your positioning, support your business goals, and ultimately improve your bottom line.
At Pace Creative, we believe in shared successes. The more you grow, the more we grow – it’s a win-win! We love helping our clients grow, and our content marketing strategies are just one way we do so. Read more about content marketing with our piece on the key elements of content marketing strategies.