IS CONTENT MARKETING JUST A BUZZWORD OR A STRATEGY WITHOUT WHICH YOU CAN’T BE SUCCESSFUL?

What is “content”? Can we say that everything you post and the photos or videos you share on the internet are content? Why do so many people talk about it?

In today's digitized world, we spend most of our social lives on Social Media and other digital platforms, and working and doing business entirely online has become the new norm for many. Since we entered the COVID era, we not only spend more time on the internet but also want to have to access more information and services. Moreover, our expectations have also become higher in the sense that the various services and web-based solutions that make our daily lives more comfortable should be available to us as widely as possible.

And top of all, we are hungry for consuming more and more CONTENT!

Content Marketing” has become a buzzword during the past few years that people use very often referring to everything that is about being present on the most popular Social Media platforms, so it’s not surprising that there is some confusion about it for many Entrepreneurs. If you thought that Content Marketing Strategy was equal to the ideas you will post today and next week or it’s the list of the stories you plan to share on your Instagram profile or blog, then I’m sorry to say that you’re lost somewhere in the Social Media labyrinth.

More importantly, your Social Media Strategy is not your Content Marketing Strategy either as the first one is a massive strategic framework for all of your Social Media activities with many layers, while the latter embraces your strategic goals, moves, and plans related purely to content.

?? But don’t worry, luckily you have STRATEGYSCOPE, the compass for marketing, branding and content strategy with you! And if you follow the path marked here, we will undoubtedly find the right focus together.

According to the latest survey results by Statista.com: “During a survey carried out in 2021 among marketers from across the globe, 97% of respondents indicated that content marketing was part of their overall marketing strategies. The share increased by 20 percentage points compared to the value reported in 2019.” (Statista.com – “Companies with a content marketing strategies worldwide 2019-2021”)

You also have to know that there is no one-size-fits-all recipe for a good Content Marketing Strategy or one that works for all goals and yields the same results. Rather, its success lies in the principles of what makes content effective, and what makes it work. Certain types of content may need to have built up with different characteristics in order to bring the required results within a given project and it is important to review the strategy from time to time and then adapt it to the changed circumstances.

?? What does it mean for you as an Entrepreneur, Solopreneur or SMB owner?

It means that Content Marketing and Content Strategy have never been so important as before! It has not only a direct effect on sales, on your brand building and brand equity but is a key component of generating interest and keeping customers in the long run.?

If you don’t have a big budget or you just have started out doing your own business, one thing is sure, you have to set the foundations of your content-creating strategies in a mindful way!

“The main reason for investing in Content Marketing is ORGANIC AWARENESS. As well as driving traffic to your website, by providing educating and relatable content to your audiences, you can not only introduce the benefits of your products and services packaged into an interesting piece of content but you can convince them that you are a reliable partner who solves their problems or serves their needs.” (Strategyscope)

Does it sound convincing enough? If, so please continue reading.

?? CONTENT MARKETING, CONTENT MARKETING STRATEGY vs CONTENT STRATEGY

“Strong Content Marketing is one of the core foundations of any effective and result-driven marketing strategy and process.” (Strategyscope)

?????? CONTENT MARKETING is an umbrella and the process of marketing through which brands create and share content that appeals to a group of people is valuable for them and attracts them to convert. – E.g. Social Media posts, blog articles, e-books and other downloadable materials, online courses and webinars. Content Marketing must be incorporated into a strategy.

????? CONTENT MARKETING STRATEGY is not the Content Strategy, but the main strategic approach itself. It looks at how Content Marketing (not the content) can be used across the entire buyer’s journey and at the different touchpoints during the customer lifecycle in alignment with other strategies such as the Content Strategy or the overall Marketing Strategy.

The main pillars are AUDITING – PRODUCING – DISTRIBUTING.

????? CONTENT STRATEGY – The main focus of the Content Strategy is the governance of content planning, creation and delivery in order to provide the best user experience (UX) possible, while ensuring quality content is produced, engaging with the brand's target audiences, and measuring strategy results and failures.

?? KEY STEPS OF CONTENT CREATION

Content Creation is the cycle of creation starting from inventing or identifying the topic you want to write/speak about, then defining your strategy including choosing the form/type of content, the channels you want them to distribute through and then actually creating it.

?? STEP 1: Conducting Your Research

?? STEP 2: Understanding the Needs/Problems Of Your Audience

?? STEP 3: Generate Strategic Ideas and Plan

?? STEP 4: ?Content Production

?

As we live in a digitized world, when it comes to setting the foundations of your Content Marketing Strategy, in 2022 you basically must think of the digital aspect. It means that you want to reach an online audience or a certain group of people when they are online, and through exactly those digital channels where they spend the most time at. In case your target audiences are basically offline, you must adjust your Content Marketing Strategy approaches in terms of auditing, producing and distributing to that.

So, the basic question is WHAT is the content you wish to provide, to WHOM and HOW do you want to deliver it to your audiences?

?? THE 6 KEY ELEMENTS OF CONTENT MARKETING

?? Brand Awareness

?? Lead Generation

?? Engagement

?? Sales

?? Lead Nurturing

?? Customer Retention and Loyalty

Conclusions:

In the past decade, content marketing has changed at a rapid pace. The main reason for this is that the expectations of consumers and buyers for digital experiences have also increased and have become a key driver of transactions and shopping experiences. As a result of the global pandemic, not only the time has spent online, but also the consumption of digital content has increased significantly.

Accordingly, the production, distribution and use of digital content for brands require a strategic way of thinking that puts users at the centre. So, shiny promotions will no longer result in long-term retention, but personalized and high-quality content and messages that serve the real needs of the target audience and answer their problems will work most effectively.

Editor’s Note: Content Strategy is a huge subject with several various verticals and aspects. Strategyscope will further continue to discuss this subject but doesn’t intend to replace Wikipedia and high-quality professional marketing resources either. Rather give you guidance, and share best practices based on real-life experiences and client cases while keeping you up to date.        

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??If you want to broaden your knowledge about how to craft your Marketing, Branding and Content Strategy, stay tuned because more details will be described in the upcoming issues of the STRATEGYSCOPE newsletter.

STRATEGYSCOPE is the Marketing, Branding & Content Strategy Compass for your business boost. Each week the newsletter covers various topics within these 3 key areas to guide SMBs (Small and Medium-sized Businesses) Entrepreneurs, and Solopreneurs to fine-tune their strategies and utilize the potential of Marketing for their sustainable growth.

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