Content, which is basically anything your company gets out into the world that expresses what your company represents and offers, immediately impacts how your company’s perceived by customers and prospects.
As such, content becomes the primary tool that creates your brand’s perceived value. And the way in which all content works together to not only tell a cohesive brand story, but tell it while also engaging clearly defined customer or prospect personas at the right time and place—using the right content format and channel—is content marketing.
Impactful content marketing goes beyond this to help establish you as a thought leader within your industry. This involves strategic storytelling that captivates your buyers when they’re looking for compelling solutions that address specific pain points. Using content to establish your company as the best solution-provider to an identified set of problems helps you generate the leads you want.
If this sounds complicated, it is, unless you have a strategic marketing partner that has proven strategies to ensure all content pieces work within the context of a highly informed content strategy.
Some of the most effective content formats employed to help engage customers and prospects include:
Each of these content formats are delivered to buyers using various distribution channels, such as your email, your blog or your website—aka, your marketing hub. What message each piece of content communicates and which content format is distributed using which content channel is all driven by your content marketing strategy.
The final step of an effective content marketing strategy is analysis. As your strategic marketing partner we ask:
We ask a lot of questions and then get answers using real data that’s gathered from a number of tools and applications. Then we readjust the content marketing strategy as necessary to ensure it aligns with the buyer’s journey—and repeat.