Each piece of content should fit within a broader content strategy.
This piece argues businesses should carefully choose the type of content they want to use for marketing their brands. The content should address a specific pain point or challenge outlined in their customer journey and mapped to particular buyer stages.
The content that marketers create should also align with their buyer personas and the overall campaign goals. But, they should first have a content strategy in place with pre-decided goals and structure to manage their content.
The author suggests businesses, especially with small teams and limited budgets, should further embrace repurposing and distribution of their content. According to HubSpot, repurposing high-value thought leadership or authoritative content can help reach new audiences, improve organic traffic and reinforce the brand message.
[20 minute read]