Here’s Why You Need a Content Strategy

September 1, 2020

Content. It’s the word you can’t get away from. And for good reason. Content marketing can help tell your brand story, engage new audiences and create lasting impressions. Pretty simple, right? Welllll….

Actually coming up with good content isn’t as simple as it looks. There’s a big difference between churning out a bunch of new material and executing thoughtful, purpose-driven content that actually works. Enter the content strategy. A results-focused approach to understanding what role content plays in your overall marketing strategy, and how to use it to move your business forward.

6 reasons you need a content strategy:

  1. Don’t waste your window. Let’s be honest, when it comes to consumer attention spans, you are competing for a very small window. By creating a content strategy, you can be sure you’re focusing on your most important business priorities, and not spending time on things that don’t matter.
  2. One size does not fit all. Different consumers want and need different information. In our work with MOBE, we were able to look at their audiences by engagement level and plan out unique types of content based on their specific needs. 
  3. Get beyond the obvious. Having a purpose-driven content strategy allows you to go deep in the areas that matter most, leading to more compelling and memorable ideas.
  4. Make the reactionary less reactionary. There’s always going to be last minute or  unexpected requests. But by having a solid content strategy in place, you can make sure any quick-turn content still supports and aligns with your overall goals. 
  5. Put those research findings to work. So you had this great research study done, now what do you do with it? We worked with MOBE to incorporate findings from multiple brand studies into their email and direct mail content streams—first identifying key introductory messages, and then using the research findings to create two content paths: one that addressed barriers-to-engagement for under-performing audiences, and one highlighting brand motivators for those showing higher levels of interest.
  6. Create internal consistency. A good content strategy should work across teams and even departments. When you have a focused strategy in place, multiple content contributors can participate without shifting the overall direction. 

Building a content strategy is an incredibly effective way to ensure key stakeholders are aligned on priorities, purpose and expected results. Not sure where to start? We’re here to help.

Author: Meghan Gates

 

 

Kristen Findley

VP of Media Optimization & Performance