Updated: Aug 26
As a business owner and going through the journey of promoting your brand to your audience, you may or may have not heard of the term “content marketing”.
Simply put, content marketing is the way that businesses put out content in any form (blogs, videos, infographics, etc.) to attract visitors, and then, hopefully, convert them into buyers.
Sounds pretty simple, right? So why do we need a content marketing strategy?
Like any other marketing technique, we don’t want to jump straight into it blindly. We can curate and produce any content that we like, but that’s so suicidal that even the most veteran marketers don’t even think about it. Spitting out content without thinking and planning ahead can definitely affect the results of your marketing strategy, and your business’ as a whole.
In fact, research from the Content Marketing Institute and Marketing Profs found that
Marketers who have a documented strategy are not only more effective but also less challenged with every aspect of content marketing.
Here are 6 reasons why you need to have a content marketing strategy, for your audience and your business.
Why we need a content marketing strategy for your audience
You can tell the right story to your audience
Whatever content you decide to put out, you need to make sure that it’s the right content. You need to consider and analyze your audience closely: who they are, what they care about, then match your story with them. Tell a story that your target audience can relate can put you in a higher place than other brands. Tell a wrong story can push you far away from their mind, which is definitely not what you want to happen. A good content marketing strategy helps you find the right story and stick to it, while also boost your audience’s loyalty to your brand.
You can target your content to the right audience at the best of time
You should always remember that “one size does not fit all”, and it’s the same thing for content marketing. You can produce as much content as you want during a period for your business, but if it can’t attract visitors or convert them into consumers, what’s the point? Your audience is not always in the same part of the funnel (or “sales funnel”, as many would know). There could be someone who is not in the part where they want to hear from you yet, or they need to know something else. A good content marketing strategy helps you to decide which is the best time for which content, and what types of content that should go with it.
You can move your audience (aka. potential customers) down the funnel
Well, this is for your business’ benefit. After all, one of the reasons that marketers are doing all this is to boost sales. From unawareness to awareness, researching then buying. A good content marketing strategy means you don’t just have the right content for each stage, you understand each stage and your audience at each stage as well.
Why we need a content marketing strategy for your business
You can tell your business’ story
As a business, you have a story. It could be a product, a service, both, or none. A story directly, or indirectly, let the audience know a specific “feel” of your brand. Let them aware of your brand, your products, what you want the audience to know about you. The first step is important since it leaves an impression that can hardly change. Make sure to put your business in a positive light for your audience.
You can get Google’s attention
Now, with those who know about SEO, I’m sure you know what we are talking about. With Google’s new ranking algorithms, meaningful and unique content can get Google to notice your website and put you in the top search results. That being said, what you need for your website is something useful and informative for your audience, not nonsensical stuff and call it a blog.
You want to make sure you do what is needed
One of the many reasons we urge you to put out a content marketing strategy first is to make sure that your content is consistent. You can always look back to your strategy to see if what you put out matches your intended goals. A lot of time businesses forgot what they need to focus on, and what their messages really are. Your content marketing strategy will be the reference for each content: does it fit the picture? If not, don’t go for it.