There is a lot of talk and buzz about content marketing these days. Seems everyone wants to be doing it, content marketing that is. Based on a recent survey published at Content Marketing Institute, 91% of B2B marketers are using content marketing in their mix. In the same survey, only 1 in 3 B2B marketers feel it is effective. Why such a disconnect? If content marketing is ‘all that’ and the new greatest thing in marketing since sliced bread, then why is it failing for 2 out of every 3 marketers using content marketing as a tool?
If you’re serious about reaping the benefits of content marketing, and, let there be no mistake, there are huge gains to be made in growth and market share for the firm that really is able to leverage a true content marketing strategy, you need to get your ducks in a row before starting.
What do I mean by getting your ducks in a row? Here’s a list:
- Get your marketing fundamentals in place, accepted and published with your key stakeholders. Marketing fundamentals are things like positioning statement(s), value proposition, messaging, current situation, strengths, weaknesses, competition, target market, etc. Write a proper marketing plan if you don’t already have one.
- Decide why you want to use content marketing for your marketing mix. What are your objectives and goals for the new program?
- Make sure you have executive support, sales support, business team support and, of course, the support of your very own marketing team.
- Identify gaps in skills and tools.
With these fundamentals in place, your ducks should be lined up to begin building the content marketing strategy, tactics and the team leading to rapid growth, bigger market share and increased profits.