Content Marketing Institute’s 2014 B2B Content Marketing report found that 90 percent of B2B marketers use content marketing as part of their marketing program, yet only 42 percent of marketers queried believe they are effective at content marketing. The report also found that only 44 percent of marketers have a documented content strategy. Those B2B marketers who have a documented content strategy in place consider themselves to be effective at a much higher rate than those who do not have a documented strategy in place — 66 percent vs. 11 percent.
According to content strategist Rachel Lovinger, “Content strategy is to copywriting as information architecture is to design.” In other words, it is the structural design for all content created by an organization, and therefore, it must be aligned to strategic business goals and infused with corporate messaging.
Content is an essential component to every area of an organization, from internal communications, media and public relations to sales and marketing. Content is the vehicle by which all areas of an organization educate, inform and engage with the company’s target audience. Content serves as the voice of the organization, and when strategically aligned, it extends and amplifies critical elements of the corporate messaging, bringing messaging continuity throughout the customer experience.
In today’s self-service environment, a content strategy aligned to both short- and long-term goals is essential for maximizing engagement with current and prospective customers.
Learn more about creating clear, compelling and consistent customer experiences here.
