Use Content Marketing to Drive Growth
Categorized in: B2B Digital Marketing, Content
In many ways, content marketing can be looked at as a foundational activity for digital marketing. It can accomplish a lot, such as nurturing leads, improving organic traffic, and even branding. Yet, in order to optimize content marketing efforts, the strategy has to be about more than just writing content and posting it. There has to be some thoughtfulness to it.
Content marketing truly thrives when there is a goal to accomplish. When framed around a goal, such as using content marketing to drive growth, that is where the efforts truly thrive. Here is a look at how content marketing can align with a companywide goal of driving business growth:
Align on Goals
In order for the company to thrive, B2B marketing needs to get out of the habit of thinking it needs to be in a silo, and that its actions don’t have a lot of bearing to the rest of the company. The opposite is true. Marketing thrives when it is considered in the bigger picture. By default, the same is true for content marketing. It needs to be considered within the framework of how it relates to the overall marketing strategy, which needs to be connected and aligned to the company’s overall goals.
So the first step on how to use content marketing to drive growth is to make sure it is aligned with the company’s goals. How do you define growth? How does the overall marketing strategy align with growth? From there, you can determine what needs to be done in content marketing in order to encourage this growth.
Create a Strategy for Growth
Creating a strategy for content marketing is about more than just listing out the activities that need to be performed. It takes a comprehensive effort that involves analyzing existing data, considering the successes and failures of the current content marketing strategy, and discovering what needs to be done to create growth.
What does this look like? Well, it all depends on how you define growth. If growth means increasing traffic, the content strategy would look a little different than it would if growth were defined by increasing the number of leads. If you’re like most B2Bs, growth would be measured in a variety of ways, which means that the content strategy would need to have an answer for all of them.
Understand the Audience
This is a missing ingredient that a lot of companies don’t remember to consider when creating the content strategy. In fact, most of us vaguely know that the audience needs to be happy, but not much thought beyond this is put into it. The truth is, it’s your audience that will come back to your content more than once. It is your audience that will eventually become paying customers.
You have to understand them first. Your audience is more than just a vague concept. Your audience should encompass your ideal core demographic, and the content you write should grab their attention.
It’s true that content marketing can help your business grow. However, there’s a lot more to this than it may seem!
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