The digital content strategy looks across all the content your organisation produces and forms a wrapper which ensures everything is aligned and is supportive of your digital business goals. A digital content strategy is based on a holistic view of all your content and provides the blueprint for future content production, highlighting content gaps, delivering audience insight and ensuring consistency. Having a digital content strategy ensures you’re producing the right content, in a reusable and consistent way.
Why is having a digital content strategy important for B2B marketing and sales?
Content strategy and content marketing are not the same things. Content strategy is your content production engine, and it feeds your content marketing. Every business must have a content strategy, and usually, it’s just in someone’s head. By documenting your content strategy, you’ll stop wasting time on creating the wrong content and instead build the content your customers expect and business needs.
Your B2B content strategy is a layer above content marketing. It’s about your entire content landscape from user guides to infographics. A B2B content strategy will help your business to create content your audience will value, share and will establish your company as an industry authority.
Stats for your digital content strategy business case
- 60% of marketers create at least one piece of content each day! (eMarketer)
- Only 37% of B2B marketers have a documented content strategy. (CMI)
- 72% of successful B2B marketers agree that content strategy increases success. (MarketingCharts)
What is the difference between content marketing and content strategy?
There is confusion between content marketing and content strategy. Content marketing results from content strategy. A content strategy is a blueprint for the content you’re going to produce, and content marketing is how you are going to promote that content, so it reaches your intended audience.
Content strategy and marketing should work together. Your strategy will identify the audience, what they need, where the content gaps are and how you can fill those gaps. Content marketing will take that new content and distribute it to your audience. Digital content strategy documents the tone of voice and the broad narrative. It looks at what needs to be produced, and what can be re-used. Content marketing concerns the channels and tactics to amplify and promote content.
Why do you need a digital content strategy?
One of the many ways your business interacts with the world around it is through its content. Content tells the world what your business does, who it does it for, and why it matters. In many cases visitors to your website come to consume content, that content could be a piece of thought leadership, a product data sheet or a blog post. Your business, and the many functions within it, produce large volumes of content and a content strategy ensures this content is as effective as possible.
As with any business activity having a strategy is the cornerstone of success and content is no different. Content is expensive and time-consuming to produce, it should be produced to meet a measurable business goal. B2B content strategy aligns everyone that produces content around the same goals and provides consistency.
How could a digital content strategy help your business?
Does your business carry out any kind of digital marketing activity? Whether you run ads, email marketing, social or any other form of digital marketing to fill your marketing funnel, it all requires content. Content for the sake of content is an expensive waste of time. A digital content strategy focuses on helping you create content that adds value and gives you a consistent approach across all digital channels.
Need help with your content strategy?
FullerFunnels will help you develop a data-driven digital content strategy. We’ll map your business goals and resources with what your audience wants to deliver a digital content strategy that works.
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