It's not that long ago when I had clients who saw so little value in copy that they took all content generation in-house to be written by product managers and sales professionals. (12 years, in case you're wondering)
Now, industry research states that 91% of B2B marketers from companies of all sizes use content marketing to grow their business.*
We’ve come a long way baby.
Good copy attracts customers who have “pain” and are looking for a solution. It builds relationships and communicates a competitive advantage. It can connect brands to buyers – even in the B2B marketing world.
What I hear from clients today is: What’s the difference between "copy" and "content marketing?" It’s a valid question.
Copy, while often crafted within the framework of an integrated marketing communications strategy, functions as a creative element rather than a strategy unto itself. It's an important part of the whole.
Content Marketing is a strategic approach to developing and deploying customer-centric content that:
-- Engages the customer at each touchpoint throughout the life cycle, from awareness to engagement to brand advocacy. The goal of the strategy is to use content to attract, inform, engage and connect.
-- Is relevant based on where the customer is in the buying cycle;
-- Delivers custom messaging targeted to the buyer’s role in the organization and is more valuable and educational as the customer progresses through the funnel.
Generating custom content that targets your customers and prospects throughout the life cycle sounds like a large task, particularly to small or medium sized businesses that must manage financial and human resources carefully.
But considering what a sound Content Marketing Strategy can deliver you may want to get started sooner rather than later.
Some thoughts on getting started…
1. Create a Map
Where do your customers turn to research solutions such as yours? Consider delivery method, timing and competitive voice. What does the "funnel" that transforms your target audience from unaware prospect to engaged prospect to customer look like? Where are the highest impact communications opportunities? What messages are needed and do they support top-level corporate goals? What is your current marketing strategy and how will a Content Marketing Strategy alter or improve what you’re doing?
2. Prioritize
Based on your map, what can you reasonably accomplish given your time and financial resources? What can you execute well on a consistent basis? If you'll be executing a partial program (there's nothing wrong with doing so), make sure that you are fully integrated with corporate objectives (new lead generation, greater share of wallet, etc.).
3. Craft a Plan
Help ensure that once you've started, you'll maintain momentum by identifying a series of messages in advance. Identify (through prioritization) what elements you’ll add to your campaign after you’ve reached certain benchmarks of success.
4. Establish Key Performance Indicators
How will you measure the effectiveness of your content strategy? Are the program results that you plan to report meaningful to other internal stake holders? Will your KPIs provide insight that is valuable enough to take further action, tweak program execution and make effective decisions?
Content Marketing can help your company create awareness, generate leads, build relationships and more. Most organizations have the knowledge base to drive an effective content marketing program. The challenge is in getting started and in keeping momentum. Don’t be afraid to start with small chunks and evolve as time and resources allow!
*B2B Content Marketing: 2010 Benchmarks, Budgets and Trends (MarketingProfs and Junta42 in Association with American Business Media, BMA and CMI)
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