Content marketing could be considered the evolution of online advertising. It’s a style of marketing that takes advantage of the connectivity the web gives us. Content marketing strategy is about providing the right content to the right people. You’re looking for subscribers, leads, and even strangers, with the goal of providing them with helpful content relevant to their needs.
Planning: researching and strategizing ahead
Planning is a massive part of content marketing. Content marketing strategy, in a broad sense, refers to a strategic approach to the entire process. Planning could be anything from researching high-ranking keywords to researching what your competitors are, or are not doing.
Once you’ve gathered the data you need about your audience, competitors, and industry, you can move on to the process of content creation
Creation: building a versatile content library
Content marketing, at its core, is about creating and distributing great content. You can’t have a content marketing strategy without mastering the creation process.
When you’re creating content, there are many ways you can go. Content marketers create blogs, news articles, emails, video scripts, search engine ads, PPC ads, white papers, eBooks, and more. Even if you’re working with limited time and resources and are unable to focus on all these types, any of these content marketing examples can be helpful.
Promotion: circulating and monitoring published content
Promoting content could include a number of objectives, such as posting it on social media or sending it out to your email subscribers. Promotion is admittedly something that’s done after planning and creation, but it still offers plenty of benefits for marketers.
A detailed and well-planned approach to content marketing will improve your results. But maybe your customers are businesses. How does content marketing work for B2B marketers?
B2B content marketing: unique challenges, great opportunities
B2B content marketing is different, as is any form of marketing when your target demographic is companies rather than individuals. The key is remembering this during all phases of the process.
In a B2B atmosphere, you’re often helping your customers help their customers. They’re not just looking for what they want; they’re looking for what their audience will want
When you’re strategizing, think about what your clients want, which is to better serve their own customers. When you’re creating content, publish it with the knowledge that your audience is comprised of working professionals. The same goes for when you’re promoting it.