78% of CMOs consider custom content as the future of marketing. Why?
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First, nearly 74% of companies recognize content marketing as effective for lead generation. It engages potential customers with valuable, tailored content. So, content marketing helps foster connections with the audience and drive business growth. 

Second, content marketing is 62% more cost-effective than other marketing campaigns. We have a deal with organic reach, with no paid placements. 

Also, content will remain effective throughout the company's entire lifecycle. 92% of marketers view content as a crucial business asset for achieving long-term returns on investment. The average ROI is $2.77 for every $1 spent.

A well-developed content strategy with for many channels and target segments will achieve the best results. Let’s explore eight reasons every company needs a comprehensive content strategy to drive success.

What is Content Strategy?

A content strategy is a comprehensive plan for creating, delivering, and managing content. It always supports a company’s goals and meets the needs of its audience. It is more than just producing content.

Key Components of a Content Strategy

A well-crafted content strategy serves as a roadmap. It guides your efforts to ensure they align with your objectives. We highlight the following key components:

In-depth Target Audience Research 

Understanding the needs and preferences of your target audience is the first step of a content strategy. Use various methods to gather this insight:

• Interviews with teams (e.g. Sales) 
• Analyzing feedback from customer surveys
• SEO keyword research tools 
• Competitor analysis
• Market research reports from different sources like IBISWorld, MarketResearch, and Statista for valuable industry insights
• Analyzing website traffic, user engagement metrics and conversion rates for understanding customer behaviour and preferences

Setting Up Goals

After understanding your audience, the next step is to set clear and measurable goals. 

First things first, define your business objectives. They can be increasing online sales or brand awareness. 

Next, identify specific content goals. Think about boosting organic website traffic by a certain percentage within a set timeframe. These goals will give a clear direction and help measure the success of your content strategy.

Content Audit

Look at your current content to see what is working well and what needs improvement. Check if you are using all the important features and any extra ones that could boost effectiveness. These are essential points to include in your content audit:

• Content alignment (themes, topics) with the interests of the target audience
• Keyword research for every piece of content
• Content types and formats. For instance, video content, especially short-form videos, leads in performance for 91% of businesses. So, do you use this format?
• Publication frequency
• SEO-friendly of the content. Do you focus on quality and uniqueness, and have engaging titles and well-structured content?
• Analyse of traffic and user behaviour 

Competitive Audit

Competitive audit helps you understand how your competitors perform and identify areas for improvement. Here are some elements of the analysis:

• Identify competitors
• Assess metrics like domain strength and authority, publication frequency, and article positions. We recommend service Ahrefs for this.
• Evaluate content. For instance, type (blogs, ebooks, videos, and others), quality, and accuracy
• Inspect on-page elements like page titles, meta titles, tags, and descriptions
• Local SEO such as Google Business profiles, local citations, and reviews. 
• Analysis of traffic and user behaviour. You can use SimilarWeb or other tools to compare metrics.

Content Calendar

Plan and schedule content production and publication to maintain consistency and keep your audience engaged. Include a mix of content types (blogs, social media posts, videos, etc.) and topics. Different formats and subjects keep your audience engaged and prevent content fatigue.

Distribution Channels

Identify the most effective channels (social media, email, website) to reach your audience where they spend time online.
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For instance, in B2B the following channels perform the best:

• In-person events (56%)
• Webinars (51%)
• Email (44%)
• Organic social media platforms (44%)
• Blogs (40%)
• Email newsletters (39%)

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In B2C, one of the most effective channels is social media platforms (more than 62% of companies). But in this sector, there are important nuances crucial to consider.

Metrics and KPIs

Track key performance indicators like page views and conversion rates to measure success and refine your strategy.

Continuous Improvement

Regularly review and adjust your content strategy based on performance data and changing goals.

Why You Need a Content Strategy

Content strategy ensures that your content reaches the target audience, delivers value, and drives desired outcomes. If you’re still on the fence about developing a content strategy, check out the eight compelling reasons why you need one.

1. Clear Direction and Purpose

A well-defined content strategy provides clear direction and purpose for your content efforts. It outlines your goals, target audience, and key messages. Eevery piece of content will align with your main goal. Without a strategy, your content can become disjointed and lack focus, so it can reduce efficiency.

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Tip

From time to time, assess whether your content aligns with your goals and adjust your strategy as needed.

2. Understanding Your Target Audience

A content strategy involves researching your target audience and tailoring the content to their needs, preferences, and pain points. Your content will be fascinating and helpful for all your segments. 60% of people enjoy reading relevant content from companies.
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Tips

• Use surveys, interviews, and analytics to gather insights about demographics, interests, and behaviors
• Create different content types and messages for various segments to address their needs
• Use audience feedback to adjust and improve your content
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3. Consistency across Channels

A content strategy helps you maintain a consistent voice, tone, and message across all your marketing channels. It builds awareness and trust.

Tips

• Create a style guide: voice, tone, and visual elements to ensure consistency
• Use a content calendar to plan and schedule content distribution across various platforms
• Periodically review your content across channels to provide consistency and make necessary updates

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4. Efficient Resource Allocation

Developing a content strategy helps you allocate resources more efficiently. Plan your content to streamline production processes, manage budgets effectively, and avoid duplicating efforts.

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Tips

• Focus resources on content types and topics that deliver the highest value and impact
• Consider outsourcing to manage workload efficiently

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5. Organic Growth and Visibility

A content strategy includes keyword research and SEO best practices. They help improve your content’s visibility in search engine results.

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Tips

• Use tools like Google Keyword Planner or Ahrefs to identify relevant keywords and incorporate them into your content
• Ensure that your content includes optimized meta descriptions, headers, and alt text for images
• Use internal linking to connect related content and enhance the user experience 
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6. Data-Driven Decisions

Tracking the performance of your content can give you insights into what works and what does not. It allows you to make informed decisions and continuously improve your content strategy.

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Tips

• Identify relevant KPIs such as engagement rates, conversion rates, and traffic to measure content performance
• Use analytics tools like Google Analytics to track and analyze content metrics
• Experiment with different content formats, headlines, and calls to action to determine what resonates best with your audience
• Review competitor content performance to identify trends and opportunities for improvement
• Use data insights to adjust your content strategy, focusing on areas that deliver the best results

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7. Better Content Planning

Planning is key to effective content marketing. A content strategy provides a framework for scheduling and delivering your content on time. 

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Tips

• Create a calendar that outlines content topics, publication dates, distribution channels, volume, target segment, and main keywords
• Plan for different content types to keep your audience engaged
• Establish deadlines for content creation to keep your team on track
• Align your content planning with broader marketing campaigns and promotional activities
• Think about seasonal topics and events to stay relevant

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8. Competitive Advantage

A content strategy gives you a competitive edge as it helps differentiate your brand and positions you as an authority in your industry.

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Tips

• Highlight what makes your brand unique and emphasize these points in your content
• Produce content that showcases your expertise to establish authority in your industry
• Stay informed about your competitors’ content strategies and identify opportunities to differentiate your brand
• Foster strong relationships with your audience through interactive and personalized content
• Continuously explore new content formats and strategies to stay ahead of industry trends and maintain a competitive edge
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Conclusion

Today, a comprehensive content strategy is a critical element for business success. It serves as a roadmap, providing clear direction and purpose for every content effort.

A content strategy helps companies use resources efficiently, stay consistent across multiple channels, and improve organic growth. It helps companies stay relevant and create content that meets customer needs. Moreover, it allows data-driven decisions. 

Furthermore, the longevity and scalability of content make it a valuable business asset.  92% of marketers recognize its potential to deliver long-term returns on investment. So, use various content types and formats. They can better engage diverse segments, foster deeper relationships, and ensure high-quality content. 

Ultimately, investing in a robust content strategy achieves business growth, builds lasting customer relationships, and positions your brand as a leader in your industry. Without one, businesses risk becoming lost in the noise, missing out on valuable opportunities to connect with their audience, and failing to maximize their full potential.

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