Content Marketing Strategy, Done Right

Content is top of mind for marketers and brands.

We all have access to incredible content, as well as innovative content creation tools and resources. It’s what enables us to connect with consumers in bigger, better, bolder ways, to carry them across our brand experiences seamlessly. We even encourage these same consumers to go create content for us — unique, usable and totally relevant content that fuels the momentum of this powerhouse cycle.

Content Works
A recent CMO Council survey reported senior marketers around the globe tie rich, personalized content to “higher response and engagement rates,” “more timely and relevant interactions” and “greater customer affinity and word-of-mouth.” Content is also directly linked to increased conversions and added customer retention.

Whose marketing wish list doesn’t include that?

The end result has been a massive rush to create strong, shareable, meaningful content at scale — and it’s not slowing down. Three in four marketers plan to increase their content marketing efforts in 2016.

While exciting, we’re in need of a quick industry-wide gut-check.

High volumes and high speed are all well and good when you’re talking about content, but it’s essential to balance that velocity with relevance. Simply charging out of the content gate and producing image after image, video after video, and articles, listicles, infographics, whitepapers, etc. might drum up some initial engagement, but it won’t be long before that starts to plateau, or worse, drop altogether.

Finding balance is essential to creating a content marketing strategy that actually works.

Steps to Content Marketing that Works
So how do you do it? How do you create high value, highly relevant, high velocity content that engages and activates, while still delivering meaningful, measurable ROI for your organization? Follow these steps:

This post originally published on CMSWire.com. To read more, click here. 

 

 

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/personalization/36757/