Marketing & Sales

Content Marketing Strategy

A content marketing strategy is a company’s comprehensive approach to developing, publishing and evaluating its digital outreach efforts. A high-performing content marketing strategy creates digital content that brings value to your target audience, builds your brand’s quality and awareness and drives conversions and sales.

The digital age has had a profound impact on all advertising and marketing, but the most significant change has been in the form of the content that acts as the medium between a company and its customers.

Before the digital age, most advertising was limited to images and soundbites intended to create an impression of some desired state that the consumer could reach through use of the target product. Now companies can use a range of complementary digital mediums to provide high value information about a product that is also engaging, entertaining and brand-reinforcing.

The digital age has dramatically raised the bar for what can be achieved through marketing. You can rely on a Consultport consultant to guide your company through the complexity of developing an optimal content marketing strategy that will make use of the full potential of modern digital technologies.

  • Core Messaging: All effective content marketing strategies are based on the consistent use of core messaging that differentiates your brand from your competitors and delivers targeted key information about your company and its products. Your core messaging needs to align with your overall corporate strategy and serve as a reliable source of effective and consistent content development.
  • Market Intelligence: A content marketing strategy relies on detailed knowledge of your customers, competitors and markets. Customer standards and market fragmentation have both risen dramatically in the digital age, and staying on top of market trends and developments requires specialist knowledge and experience. A content marketing consultant will develop key metrics for your relevant markets that will provide a high-information framework for content decision-making far into the future.
  • Cross-Channel Marketing: Cross-channel marketing is an essential element of any marketing strategy in the digital age. Cross-channel marketing ensures that your content marketing strategy is providing complementary and consistent messaging across media platforms, and that each medium’s content is making the most of that medium’s strengths and weaknesses.
  • Knowledge Specialists: For most products beyond simple consumer goods you are expected to be a knowledge leader for your sector in the digital age. This means that your content needs to reflect your leading specialist knowledge while also remaining accessible and engaging to your customers. Blog posts, conference video highlights and white paper excerpts are just a few examples of the numerous methods for your company to convey its knowledge leadership in ways that are compelling to your target audience.
  • SEO Strategy: Search engine optimization (SEO) is a critical part of any effective content marketing strategy. Your strategy needs to develop key phrases that are aligned with your core messaging while also being optimized to rank on search engines. Search engines run on highly complex algorithms, and ensuring high ranking hits for your web content requires a deep knowledge of SEO and advanced testing systems to perfect your approach.
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