The base of any corporate communication strategy, B2B strategy, B2C strategy or any other is content marketing. This type of content it was used since the XXth century, even if not under this name. The marketing expert Doud Kesller says that content marketing is „ … a strategy and a tactic. It won’t go away. It can’t go away”. and one of its main role is to convince the audience and to convert it in a missionary audience or in clients.
In a couple of euphemistic words, content marketing aim to tell your story in a memorable, effective and measurable way because since the beginning of times people love stories, mostly those that make them dream or feel in a positive way. They are expecting that brands inspire, help, inform and delight them because, no matter the century that we live in, this is the basis of every human being.
Based on this theory, brands need to create around them an imagine that inspires and motivates people to like their Facebook page, to follow them on Twitter or Pinterest and to check their website for the news and particular information. Although content marketing is not just about digital and social media marketing, these social networks and the new global digital world that we live in drives brands to expand their presence and to adapt on audience’s demands.
Content Marketing Goals
The Content Marketing Institute published the organizational goals for content marketing according to the 2015 B2B Content Marketing Benchmarks, Budgets and Trends in North America. As you can see, the main goal is brand awareness since multinational companies are expanding on new markets where they must enhance their awareness for gaining customers engagement.
It appears that sales represents the last company objective when it comes to content marketing because ostentatious and aggressive messages usually drive people away and decreasse the potential audience. Then, a content marketing strategy for any business must answer to a number of specific questions: Who is your audience and what are their needs? Which marketing goals are better using content marketing? Which content marketing KPIs are best to use? For which business purposes can we use content marketing? And so on.
The next in line is the proper business content that you have to create. There isn’t a fit-all-sizes solution, so you have to create one of your one: blog, infographics, social media, etc. Based on this content you have to choose the proper metrics, analytics and ROI to obtain an accurate measurement and evaluation.
Therefore, if you need a professional content marketing strategy for your business, you should better call the professionals. There is no place for amateurs in this complex web illustrated by Content AMP.
References>
http://www.i-scoop.eu/content-marketing/marketing-goals-connected-role-content-marketing/
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