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Everyone is talking about content strategy and content marketing, and there is a reason why this is happening. Marketers are faced with the growing challenge of reaching over-marketed customers; and customers expect companies to provide them with content that is relevant to them. This shift in customer expectations means that companies have to start looking at marketing content in a different light, and focus their efforts on their customers’ needs and wants.
I define content strategy as: “The ongoing process of leveraging business objectives and customer insights to create, distribute and maintain valuable content to customers and prospects; resulting in engagement and conversion to desired actions.”
Why is content marketing so important? Let’s look at the facts:
There is a need for customer-centric content marketing and marketers are taking notice:
There is an abundance of marketing content available but not enough focus:
Technology is changing the content marketing landscape:
Content marketing is an effective way to reduce marketing costs:
Providing relevant content drives results:
Marketers know they must adopt and execute a content marketing strategy but are still challenged with the process. In this three-part series, we will review the content strategy process and explain how each step contributes to effective and efficient content marketing. In our next blog post we’ll discuss content strategy definition.
What does content strategy mean to you? Leave your thoughts in the comments.
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