A content marketing strategy can help marketers generate consistent leads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 13, 2021, 4:35 PM GMT+0

Around 36% of B2B marketers reported having a content marketing strategy, but it is not documented.

Having a documented content marketing strategy in place can help companies effectively track ROI, maintain consistency in voice and tone, drive more organic traffic, better align content with their audience needs and generate quality leads. Before creating a content marketing strategy, marketers should formulate content goals – like generating more qualified leads and boosting credibility and trustworthiness.

Businesses should also determine their content pillars and content types. They need to think beyond blogging and consider preparing long-form content like case studies and videos. Involve all related team members like content marketers, product managers, sales and other SMEs to create buyer personas.

B2B marketers should regularly review their buyer personas and design their content calendar and workflows. Pay more attention to voice and tone, develop a foundational language that includes their USP, blog parameters, phrases to avoid and product language specific to each product.

Plan the SEO strategy, conduct keyword research and outline the distribution strategy. Further, identify the metrics that align with the business objectives and choose a content marketing template like DivvyHQ and Backlinko.

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