WHAT?? ONLY 38%?!?!?!
Yes, only 38% of companies have a content marketing strategy. And yes, that came as a shock for us too!
Econsultancy, the London-based community of digital marketing and ecommerce professionals, recently produced their first ever Content Marketing Report. The report is based on a survey of more than 1.300 digital marketing professionals. The upside to this survey is taht 90% of those surveyed believe content marketing will become more important over the next twelve months.
But what is Content Marketing?
Content Marketing is creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and undestood current and potential consumer bases with the objective of driving profitable customer action. Content marketing subscribes to the notion that delivering information to prospects and customers drives profitable consumer acyion. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty. In easier words, is CREATE AND PUBLIC ORIGINAL CONTENT TO ENGAGE CUSTOMERS AND ENHANCE THE BRAND'S VISIBILITY.
Why is it important to have a Content Marketing strategy?
Recent studies show buyers are spending an increasing percentage of time researching and collating informations before buying. A succesful content marketing strategy will catch the attention of the customer, engage interest and result on profit. And let's face it, that is the reason we get out of our beds in the morning.
Part of the 62%? Don't panic!
Heidi Cohen, actionable marketer (@heidicohen), lists what is essential for you to know when adding a Content Marketing to the mix:
1 - Determine your content marketing goals. What business objectives do you want your content marketing to achieve?
2 - Understand your target audience. Create marketing persona for your main market segments. Don;t overlook development of their social media persona in terms of how they act on social media networks.
3 - Select content topics. Assess your exinting content within your organization. Then collect stories across your company, employess and customers and gather prospects and customers have, Lastly, determine what information is needed and where there are holes in your offering.
4 - Build your content creation team. Encourage people across your organization to contribute to the development process. Then determine where you need additional support.
5 - Create an editorial calendar. Sequence your content across platforms and creators.
Of course this is the ideal scenario with a few people working on it, but as we all know, many companies don't have the size, money or even interest in having all this people. But if you have some multi-tasking skills we believe it can be a one man job!
If you want to get started, here are some links that might help: