Why Strategy Is Not an Option in Content Marketing – CMSWire

Content marketing

Brands that don’t see desired results from content marketing often don’t have a documented strategy. Learn how to design an effective one.

As we move further into the second decade of the 21st century, marketing experts say you can’t build a successful business without content marketing. According to recent research from Semrush, 97% of businesses surveyed include content marketing in their overall marketing strategy.

However, there’s a catch. Of the 1,500 companies surveyed, 78% that said content marketing helped their business had a documented content marketing strategy in place. On the other hand, 81% of companies dissatisfied with contentmarketing did not have a strategy.

Good content marketing is like storytelling. Not having a strategy in place is like telling a story out of order and not knowing who’s listening.

Buying a Hole

A content marketing strategy will ensure your content reaches and supports your target audience. Content should tell a story — but it should also bring your customers’ needs to the forefront of your marketing efforts.

As the late Harvard Business School professor Theodore Levitt put it, “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”

Your job is to use content marketing to convince your audience that you’re the best option to help them make that quarter-inch hole. Your content strategy lays out how you will use content during the buyer’s journey — from establishingwhat the problem is to deciding the best way to solve it.

Content Marketing Strategy vs. Content Strategy

Although these two terms sound very similar, they’re different. You create a content strategy to determine what content you’ll use to engage your ideal buyer and the channels you’ll place that on content during that buyer’s journey.

Meanwhile, a content marketing strategy is a 30,000-foot plan where you document what you want your content marketing to achieve, how it fits into your company’s mission statement and business goals and how you allocate your availableresources.

Although the Semrush survey illustrates how many businesses want to use content marketing, it also found that 40% of companies moving into content marketing haven’t created a documented content marketing strategy. And unless they changesomething fast, they’ll likely join that 81% of businesses who feel their content marketing has been unsuccessful.

What Is Content Marketing?

Before designing a content marketing strategy, let’s look at content marketing itself.

Content marketing guru Neil Patel defined it as “a long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant to them on a consistent basis.”

Content marketing foreshadows the end of the hard sell. The goal of marketing is no longer to aggressively push your product in a potential customer’s face. To paraphrase the Levitt quote above, it is to realize that they need helpmaking a quarter-inch hole.



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