Investing in your content marketing strategy 

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04-05-2023

In today’s digital-first market, investing in content marketing – creation, management, and distribution of content – is crucial for companies to differentiate themselves from their competitors and increase revenues.

According to Bynder’s* inaugural State of Content report, 69% of global marketing teams consider investments in content marketing a tactical decision to safeguard their finances during uncertain times. They suggest 86% of CMOs in both B2B and B2C sectors are planning to maintain or increase investment this year.

Content marketing in a digital-first market

The report also highlights the continued importance of content in the world of marketing, as well as the challenges companies face in meeting the demands of a digital-first market.

CMOs are recognising the need to invest in digital transformation and moving towards integrated digital ecosystems to make their businesses more resilient, responsive, and competitive. Personalised content experiences and repurposing content through templating tools are also becoming increasingly critical for companies to drive sales, brand awareness, and trust while managing their costs.

In this blog, we provide some advice on how to maximise investment in your content marketing strategy and leverage cost efficiencies.

Define your target audience

Understanding who your audience is helps to determine what type of content they prefer. This can be done through market research, social listening, and analysing your website data. It will help you to create engaging content that truly resonates and drives more conversions.

Set clear objectives

Set goals for your content marketing efforts, whether it’s increasing traffic to your website, generating leads, boosting engagement, or raising brand awareness. Having clear objectives helps you to measure the success of your content and make informed, data-driven decisions when planning your future content.

Develop a content calendar

A content calendar outlines the topics, types, and formats of content you will create over a period. Aim for a rolling 6 or 12 month plan to strategically plan your content in advance, ensuring consistency and avoiding a last-minute scramble to create content.

Plan in advance to dovetail with known factors that are relevant to your business, such as recurring events, promotions, product launches or upgrades, national awareness days, and seasonal factors. Search engines love updated content so factor in evergreen items like timeless blog articles, white papers, and articles that can be refreshed. Update your content plan on a regular basis and keep it peppered with reactive content ideas too like relevant events, or significant newsworthy topics or happenings.

Diversify your content formats

Using various formats such as blog posts, videos, infographics, podcasts, and social media posts can help you appeal to different types of audiences and keep your content fresh.

According to Bynder’s* State of Content Report, creating digital content experiences in a streamlined manner is a high priority for many businesses this year, with 98% prioritising faster time-to-market and delivering content experiences across multiple platforms. Diversifying your content formats can help you stay competitive in a digital-first market.

Distribute your content effectively

Once you’ve created your content, you need to ensure it reaches your target audience. Build a channel strategy into your content plan that includes platforms used by your audience, such as social media, email marketing, guest blog posting, traditional advertising media, and other relevant channels. Social, digital, and media platforms offer plenty of data about their audiences so take the time to research which platforms your audience demographic is likely to use to make informed decisions. Keep in mind that it’s better to use a few platforms well than to spread yourself too thin. Ensure your plan is realistic and factors in the resources you have available for creating and managing content.

Measure and refine your content strategy

Regularly monitor your content performance, track your metrics, and analyse your data to see what’s working and what’s not. Use this information to refine your content strategy and make improvements for better results.

By following these tips, you can create a content strategy that maximises your investment and helps you achieve your marketing goals.

Outsource your content marketing strategy

We understand the day-to-day pressures of managing a business mean that content planning and creation is not always a top priority. But staying on top of it is essential to maximise the effectiveness of your marketing strategy.

If you need some help with your content strategy, then we can help! Whether you are looking to generate leads, differentiate your business from your competitors, or increase revenue. Our team of experienced strategists, copy writers and marketers have helped companies of all sizes from small independents leading global brands with their content. We can create and deliver a unique content strategy, aligned with your goals and purpose.

Book a discovery call to learn more.

*Bynder is a cloud-based Digital Asset Management solution that conducted the inaugural 2023 State of Content Report. Together with independent research firm PureSpectrum, they surveyed 1200+ marketing and creative professionals from various functional and executive roles across a number of countries in the technology and consumer goods industries.