Content Marketing Strategy
Content marketing involves the creation, publishing, and promotion of content with the intent of informing your
Informational content is in the form of articles, blog posts, step-by-step instructional videos, and white
You promote this content so that it is readily available to the people for whom you created it, when they need
That means a superb and effective content marketing strategy would first endeavor to identify what exactly your
target audience is actively searching for, create content that addresses that expressed need, and then promote it
so that it’s intended readership can easily find it.
Why you need a Content Marketing Strategy
As you might already know, there’s an overwhelming variety of platforms on which you can carry out consumer
marketing and active engagement, ranging from social media (Twitter, Facebook, YouTube, FourSquare, LinkedIn), SEO
methods (Google, Yahoo, Bing, etc), to the various other ways of marketing and advertising. Consequently, client
side marketers are often faced with the dilemma of choosing the best methods.
A clear understanding of your goals, your potential customers and an adaptable online marketing strategy will make your decision making much
smoother. A winning strategy is one that combines the right mix of techniques and measurement systems. Most
businesses aim at getting more customers and retaining the existing ones. This is the gist of any sound content
So if the essence of a solid content marketing strategy is to acquire new customers and retain the existing
ones, then it must use methods that effectively and efficiently engage customers. The best strategy is one that
incorporates SEO, social media and content marketing in a perfect mix.
Look at it this way: if SEO and social media perfectly blend together like jelly and peanut butter, bread is the
content that firmly holds them. Content is at the heart of any social media strategy and thus, it is important to
have a firm grasp of social content that is customer-centric.
Traditional interruptive marketing no longer appeals to consumers now. The way consumers search for information,
consume and share it has greatly changed. Consumers are looking for information that educates.
Both business-to-business (B2B) and business-to-consumer (B2C) customers are using search to look for
informative content. Additionally, they also anticipate interacting with what they find via search.
Consumers expect brands to avail them with rich content. They want to be able to discover the content easily
(using social media or search). Thereafter, they want to be able to interact with and share that content with other
people that share similar interests. These are now consumer needs and are expected, not just ‘nice to haves’.
The concept of implementing a content marketing strategy seems alien to most corporate marketing because it
focuses on creating content around products and services, as opposed to publishing. However, with hundreds of
publishing platforms and tools, companies can now create content and media that equals that of traditional
In conclusion, companies need to rework their content marketing strategy so that it has the right mix of SEO and
Social Media to be able to meet customers’ expectations for smooth access to the content, sharing and
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