Gini Dietrich

To Have a Content Marketing Strategy or Not…That is the Question

By: Gini Dietrich | January 19, 2016 | 

To Have a Content Marketing Strategy or NotBy Gini Dietrich

Ah, content marketing. The topic everyone loves to hate.

Content is king.


Content is queen.


Content is only prince and the rest of you are morons for thinking it’s anything but.

I fall in between the queen and king categories, if it’s done well.

Sure, there is a ton of crap content out there and, in our quest to dumb it down to appeal to every audience, we’ve lost sight of what made our content unique to begin with.

So the question isn’t:

Will our organization spend time on content marketing this year?

The question is:

How can we improve our content marketing this year?

To Have a Content Marketing Strategy or Not…

If you’re still trying to decide whether or not you should have a content marketing strategy, let me make it easy for you: You should.

Most companies assume content marketing hasn’t worked for them, not because they executed and measured well and it just didn’t work, but because they create really bad content.

It always makes me laugh to hear industry peers complain about the amount of crap they come across on the web and in their inboxes, but then they get behind their computer screens and contribute to it all.

According to this year’s study by Content Marketing Institute and MarketingProfs, 92 percent of marketers use content marketing, but 48 percent still don’t have a documented content strategy.

That’s your first mistake.

How can you expect a successful execution if your strategy isn’t even documented?

Now that we’re halfway through the first month of the new year, it’s time to think about how to improve your content marketing strategy.

Here are seven ways to do just that. Get out a pen and paper so you can do the work as you read.

Ready, set, go!

Have a Clearly Defined Vision and Strategy…and Write it Down

You can’t run an organization without a strategy and a clear vision, and the same is true for content marketing.

Getting back to the study mentioned above, 60 percent of B2B marketers with a documented content marketing strategy say they’re effective, versus 32 percent of those with only a verbal (unwritten) strategy.

To get you started, check out the list of content marketing templates and checklists from Content Marketing Institute.

Leave Room for Experimentation

One of the biggest mistakes most organizations make when it comes to content marketing is lack of flexibility.

They set a very rigid strategy, lock it in place, and call it a day.

The great scholar Ferris Bueller said it best:

The world moves pretty fast. If you don’t stop and look around once in awhile, you could miss it.

The same principle applies to your content marketing strategy.

Yes, you should have a set vision and clear guidelines, but you can’t predict what will happen in three months. You have to also take your audience into consideration. It’s possible they won’t respond well to your set strategy…scary, but possible.

This just means your strategy has to be flexible enough to try new things based on their feedback, as long as it’s within your brand’s voice.

Don’t Be Sloppy

“In the first place God made idiots. This was for practice. Then he made proofreaders.” — Mark Twain

You’ve documented your strategy, it’s fluid, and you’ve created an informative and engaging post. Your thought leadership is showing, and your readers will walk away with new, actionable knowledge to improve their lives. You hit publish and it’s live on the Internet.

Except, the title has a typo. There are too many commas. It is riddled with grammar mistakes.

All of the sudden your content is useless, because you were sloppy.

Don’t let great content go to waste because of avoidable mistakes.

Before hitting publish, have a second, third, and even fourth set of eyes on it to make sure nothing gets missed.

Then read it again after it’s live on the web.

Distribution is Key

“Build it and they will come” won’t work for your content marketing.

Chew on these statistics. Every minute:

  • Facebook users share nearly 2.5 million pieces of content
  • Twitter users tweet nearly 300,000 times
  • Email users send more than 200 million messages
  • YouTube users upload 72 hours of new video content.

That’s just in one minute.

So, if you write a blog post and expect an audience to just show up without you inviting them, you’ll be waiting for a long time.

Distribution is a key factor in content marketing success. This is where email, social media, and SEO become your best friends.

Optimize Your Content for Success

Think about the last three articles you read online.

What compelled you to click on them?

More than likely, it was the headline that got you there, and hopefully, great content keeping you engaged.

Your headline is prime real estate, and once you’ve drawn in your audience, your form should keep them engaged.

There’s a great article on content structure by Cyrus Shepherd at Moz. In it, he discusses the use of power words, visuals, and different tactics to optimize your content for your audience.

Measure, Measure, Measure

(You know I can’t talk about anything without measurement.)

Your content marketing strategy has to include key metrics to measure its success.

You need to measure what makes sense for your organization and what aligns with your goals.

Content marketing doesn’t convert to dollar signs as easily as other marketing tactics, but it is a lot easier to track effectiveness through things such as increased pageviews, increased downloads, or increased trials and then follow those people through the sales funnel to conversion.

The most important thing to remember is your metrics need to be relevant to your mission and goals.

Shonali Burke is with us on measurement and has three tips:

  • Begin at the end (what you’re trying to achieve);
  • Measure what’s important (not everything is); and
  • Don’t get stuck in measuring tools; make the tools work for you.

Don’t Be Selfish

The 80/20 rule of sales apply directly to content marketing.

Eighty percent of your content should be for and about the customer, with only 20 percent of it about you and your product.

Your customers already know you’re selling something.

The role of content marketing is to create a value proposition for them beyond a single transaction. The content you create should build trust between you and your customer, so when the time comes for you to make an ask of them, the relationship is already solidified.

Now, go ahead and get that content marketing strategy down on paper and let’s talk about where you need help.

A very loose version (I changed quite a bit here and added some snarkiness) of this first appeared on The Wood Street blog.

image credit: shutterstock

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!