7 Oct 2021
48% of content marketers see creating content that drives traffic as their biggest challenge.
SEMRush – State of Content Marketing 2020 Global Report.
A game of chess is often used as a metaphor for business: it’s tough to master and requires concentration, a strong strategy and a touch of fearless flair to come out on top.
That strategy in particular, is essential to the futureproofing of your business.
One vital strand of your business strategy is the development of your content strategy.
Put simply, a content strategy involves the careful planning, development and management of your business content. Informed by extensive research into the profile, behaviours and preferences of your target audience, your content is crucial to every prospect or customer experience, driving audience engagement and creating a buzz around your products or services.
At Marketing Fusion - we've worked with a number of clients to build out their content strategies. Over time the tools we have used to develop these has evolved into a template that underpins our content strategy workshops.
To help businesses, in particular those in the B2B tech space, we're sharing this as a freely available editable download that you can use to build your own comprehensive content strategy.
“Your content is your most valuable business asset.”
Scott Abel, Content Strategist.
It might sound obvious, but everywhere your business presents itself, from your website, social media, blogs, ads, to your chats and emails (sales, marketing and support) all create an image you present to the outside world.
Your content strategy needs to underpin and guide these elements, creating a consistent, positive impression and an intelligently developed customer journey.
Get it (and other things) right and the sales will follow. Get it wrong and your audience could be confused or unsatisfied and go elsewhere for information – that’s checkmate!
65% of the most successful content marketers have a documented strategy vs. 41% of the least successful.
CMI B2B Content Marketing Research Report 2019.
What do you need to include in your strategy? Our content strategy template will guide you through the process, but here are some things to consider:
When you’re looking at your business strategy, ask yourself:
How are you positioned in the market and what can you do to maximise your business potential? You’ll need to consider:
Your brand should tell a unique story about you and your business, drawing customers in and encouraging their interest.
Take a careful look at the pain points for your target personas. It’s vital to check:
Your sales team will be able to help you build a clear picture of your target audience. But it’s also crucial to:
Take a good look at your current content themes and:
*NB: if you don’t have a platform that gives you that information, look at the HubSpot inbound platform, which tracks contacts all the way from first contact to closed business.
Your business will have a unique perspective and approach, so it’s important your content reflects that, whilst targeting the right media channels to drive traffic to your website.
Social media is a whole major topic of its own and it should be a core pillar of your content strategy. If you’re not driving enough traffic to your content and website through social channels, ask yourself:
If the answer to any of these is NO – then it’s definitely worth a rethink of your social media strategy, once you have your content strategy nailed.
The CMI says content is one of the most effective ways to promote a business but, according to Marketing Profs, 63% of businesses don’t have a documented content strategy. This gives you the perfect chance to get ahead of the game! By following our suggestions, you can develop a targeted strategy to distribute and deliver great content to your specific audience to drive customer engagement. Then you can concentrate on the individual flair only your business can bring to the marketplace. You’ll be a grandmaster in no time!
If you’d like to step up your game, download our free B2B Content Strategy template today.