Content Marketing Strategy: Why Your Business Needs One

Your business needs a solid content marketing strategy if it wants to get found, build trust with prospects, be seen as an authority, rank well in search engines, and increase revenue.

If you’re serious about using content to drive business growth and generate and convert leads, it isn’t enough to simply create and publish content as you go. You can’t wing your way into content marketing success.

In this post, you will learn what a content marketing strategy is. You’ll also learn why having a documented strategy is crucial if you want to achieve business success today.

What is a Content Marketing Strategy?

A content marketing strategy is a comprehensive plan detailing your process for generating and managing content that connects with your ideal audience at various stages and promotes your brand. It covers the types of content to create, your goals for each content, and your methods of promoting and measuring the impact of said content.

The length of time your content marketing plan covers will depend on you and what your marketing objectives are. It could span anything from a month to a year or more.

Ideally, your business should have well-documented long-term and short-term content marketing strategies.

8 Ways a Content Marketing Strategy Helps Your Business

A solid content marketing strategy provides a clear roadmap to improve your reach, generate new leads, track marketing efforts, identify gaps, and achieve business goals.

It helps you stay organized and strategize effectively. That’s why 78% of successful marketers have a documented content marketing plan. On the other hand, 81% of businesses unsuccessful in content marketing lack a documented content plan.

semrush statistics illustrating the importance of a solid content marketing strategy

Here are 8 ways an effective content marketing plan helps your business:

1. It helps clients find you

The first way most people come in contact with your brand is through the content you create and distribute online. These contact points may be search engines or social and video-sharing platforms like LinkedIn and YouTube.

Today, business purchases typically involve online research. The specifics of the questions prospects ask will vary with their buyer’s journey stage. But with a good content marketing strategy, you can create and promote content targeting prospects at each stage of the buyer’s journey.

You’ll also be able to push your message to other platforms and circles where your ideal clients hang out. This allows even prospects who aren’t actively searching for solutions to find you.

With 80% of business decision-makers saying they prefer to get company information via articles instead of ads, you want a content distribution strategy that puts your business in front of them.

2. You’ll effectively track and produce better content

With a content marketing plan, you can see where each piece of content you create fits into your overarching business goals. This allows you to be more intentional in creating content that serves your business goals and places your clients first.

According to a Content Marketing Institute report, 88% of B2B marketers who prioritize their audience’s informational needs over self-promotion record more success.

Planning content creation and distribution in advance helps you strike that fine balance between self-promotion and connecting with your audience. The research involved in creating your plan also helps you discover gaps and ideas for fresh content.

Following a strategic content plan makes tracking the performance of your content and promotion methods easy, ensuring you aren’t just producing blindly. You get a holistic view of what works and doesn’t, making optimization and future cleanups easier.

3. Helps you rank better in search engines

Following a strong content marketing strategy helps your business rank better in several ways.

First, it ensures you’re creating high-quality content that’s thoughtfully optimized for user intent and likely to rank well for keywords relevant to your business objectives.

Properly planned (and therefore properly internally linked) content invites visitors to dive deeper into your site, reducing your bounce rates.

More importantly, a holistic content marketing strategy helps you to build topical relevance with ease. As SEO shifts from raw keyword placement and cheap on-page optimizations, you can focus more on other critical areas.

You can organize your topics into clusters, easily audit existing content, and put more effort into promotion and acquiring quality backlinks to the pieces most likely to benefit from boosts and contribute to business goals.

4. People see you as the expert

If you produce quality content that solves problems and distribute it to the right audience, you’re communicating your expertise to prospects and making it obvious you know your onions.

Not only does it make prospects see you as an expert, but it also helps you build trust with your audience.

Trust and perceived expertise work together. When people see you as an authority or the go-to source for information in your field, gaining their trust is easier. And people prefer to buy from brands they trust.

An effective content marketing plan ensures you aren’t just creating valuable, authoritative content. It ensures you’re dishing each piece out at the right time, through the right channels, in the right format, and in front of the right people.

5. Creates brand awareness and free advocates

People remember you if you get in their faces enough times. They remember you better and without malice if you offer value and are tactical about how you get in their faces.

With a solid content marketing plan, you can get your business in front of the right faces. The more people know and talk about your brand, the more credible you seem.

You’ll be first on the minds of potential leads when they’re ready for the solution you offer.

Simply having many people aware of your brand and the value you offer can turn even those who haven’t used your product into free advocates who’ll recommend you to your ideal clients.

Why? Because you’re the first thing that comes to their minds when they think about the problem your product solves.

Why this is important for your business: word of mouth sells better than any other marketing medium.

6. Drives traffic and sales

A strategic content plan puts your business on the map, allowing people who need your services to find you. If done well, you’ll drive quality traffic to the right pages on your site. More relevant traffic means more potentially qualified leads, leads you can turn into paying clients.

When done right, content marketing has a higher long-term ROI than other marketing methods. The content you publish on your blog or website can continue to bring in traffic and leads many years after you first hit publish.

Also, B2B companies generate 40% of their revenue from content marketing success in organic search. And this number doesn’t even include results from other promotional channels.

7. Nurtures leads and builds brand loyalty

Businesses view content marketing as a lead generation tool and email marketing as a lead nurturing tool, with good reason. But the line isn’t so cut and dried.

Effective email marketing relies on a strong content marketing plan to work. That’s why successful B2B marketers leverage newsletters to distribute content to prospects at different lifecycle stages.

Itʼs no wonder 31% of B2B marketers say newsletters are the best way to nurture leads; 40% say newsletters are the most effective tool in their content marketing strategy.

Done right, you can easily supply your recipients with helpful resources tailored to their lifecycle stages and personas. Leads grow more receptive to your marketing, and delighted clients will likely do business with you again.

8. Serves your audience

Good businesses and products are built around solving problems, and a good content plan helps you do so effectively.

Providing valuable content helps you serve your audience with the tools they need to understand their problems, address business challenges, be more productive, improve their ROI, and make better-informed decisions.

Your audience knows you care about them and can solve their problems when you consistently provide them with resources addressing their needs. Paying attention to how they interact with the resources you offer also helps you learn more about their challenges and serve them better with your product.

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