In order to have effective content, your business first needs to develop a documented content strategy. Not a verbal or spoken strategy, but one that is written down in hard copy. Why is a documented strategy necessary? Because 60% of companies with a documented content marketing strategy believe they’re more effective, while only 33% of those without one say the same. Also, companies with a documented content strategy are better at measuring their ROI than companies with just a verbal strategy. So we know that companies with a documented content marketing strategy are more successful, but what else lends them credibility?
They spend time and money on content
Companies that document their content strategy allocate more of their marketing budget for the creation of content. This process doesn’t happen easily. In order to receive more money for content, marketers have to convince C-suite executives that content marketing is important. Once you can convince the higher-ups that content marketing deserves more funding, a culture of content is formed in your business. The culture of content is a holistic vision for the approach of your content marketing that is supported by the whole business. When they receive funding, content marketers with a documented strategy spend most of their money on social media, blogs, and newsletters. However, e-books and webinars are known to be the most effective (hint for where your content should focus).
They utilize employees for content marketing
Content marketing requires a lot of time and effort. With that, it also requires a lot of people. In order to have an effective content marketing strategy, your business needs to have a group dedicated to the creation of content. This also goes back to the culture of content previously mentioned. Once you can create a culture of content within your business, more people will want to work on developing your content marketing strategy. Having several people working on your content marketing strategy ensures that your business is constantly creating new content.
They are constantly posting new content
In order to stay relevant and up-to-date to appeal to your audience, you must constantly post new content. This doesn’t necessarily mean posting every day. What it means is developing a consistent pattern for your content so that your audience knows what to expect of you. The top challenges for marketers are known to be producing engaging content and publishing content consistently. With a documented content calendar, you will be sure to post consistent content and be more effective when doing so.
Currently, only 39% of small businesses have a documented content marketing strategy. Companies that do have a documented content strategy are known to be more effective and successful in their content marketing efforts. These businesses have an intent focus on content marketing and employ important resources to their content marketing strategy. What else makes an effective content marketing strategy?