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by Kathryn Good

The Newbie’s Guide to Content Marketing Strategy (Part One)

Content marketing uses content to attract new customers. Instead of interrupting customers with ads, companies create blog posts, podcasts, white papers, infographics and videos that help educate or entertain customers. 

Why You Need A Content Marketing Strategy?

Content marketing may seem like a lot more work than purchasing a mailing list, going to a trade show or buying online ads — and, don’t get us wrong, it can be a lot of work — but traditional advertising and marketing strategies are often:

  • Too expensive
  • Ineffective
  • Not scalable

Or some combination of all three. For example, for online ads to keep bringing in new leads, you have to keep spending money on them every month.
 
Instead, content marketing allows you to create content – whether it’s a blog post, white paper, infographic or something else — that stays live on your website. If you write a blog post that has a 2% conversion rate, you can continue to generate leads over and over via that same blog post for years. And that’s just one piece of the content you’ll create with a content marketing strategy. Content marketing is known to be predictable, scalable and cost-effective in bringing in consistent leads. 

How Do You Start Building A Content Marketing Strategy? 

A content marketing strategy starts with finding the perfect team to build and execute the strategy. How you set up your team will depend greatly on the size of your company, your budget, and your current marketing strategy and team.
 
No matter the size of your business, you’ll need to create content, which includes both writing the copy and designing the documents. For every piece of content, it will need to be added to the site, optimized for search engines, and promoted on social media and/or via an email campaign.
 
You can find a one-size-fits-all employee to handle the most basic of content marketing strategies, or you can build a team of dozens, each with a focus or expertise in one specific part of your marketing strategy. For example, you could have several writers, a designer, a social media manager, SEO specialist, and a Web developer, all in addition to your marketing team leader and sales team. The other option is to outsource the work to a marketing agency (that’s already full of experts). Many agencies can handle all aspects of a content marketing strategy and won’t need more from your team than some information and approval on documents.
 
Like any marketing strategy, building a content marketing strategy takes time, consideration and money. In our next post in this series, we’ll cover the types of content you should create and how to promote it, so keep an eye on our blog.

If you are interested in developing a content marketing strategy, give us a shout. We'll be happy to meet with you to see how we can help.