Plan content marketing around customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 08, 2021, 3:44 PM UTC

When asked about the overall level of content marketing success in the last 12 months, only 26% of B2B marketers said they were very successful.

To create successful content marketing plans, companies should first define their success. They should identify objectives and set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals to plan content marketing efforts effectively.

Involving SMEs (subject matter experts) in the content creation process encourages employees to be brand advocates and ensures sales-marketing alignment to create compelling branded content. Marketers must demonstrate and highlight how content marketing contributes to overall revenue and brand equity for other teams.

Conduct customer surveys and gather the opinion of customer-facing teams to create customer-centric content. Further, make sure this content is helpful and educational. Companies must also employ the right technology to streamline workflow, centralise ideation and enhance transparency to scale content marketing and track progress.

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