How do you strategize content marketing within a business structure and processes? Our guide outlines the 3 key steps for content marketing success.
Content marketing can become a strategically important factor for your company if you take the right measures.
In many companies, content marketing is another marketing discipline that is operated analogously to social media marketing, display advertising and the like. The strategic understanding of content marketing goes far beyond individual disciplines. Content marketing refers to the customer-oriented, holistic, company-wide, value-adding control of content across all customer-relevant channels.
Only with this understanding does the topic of content marketing have such high strategic relevance in the company that it has to be controlled from above. In the following three important success factors are discussed, which are essential for the strategic anchoring of content marketing in the company.
3 practical ways to strategize content marketing
1. The mobilization of the management
Content marketing is not a job to be done on the side. It requires special skills and budgets. As early as 2016, the USA market research institute McKinsey found that a quarter of all marketing budgets in the country were invested in content marketing. The trend has been increasing ever since.
Many companies are already operational in content marketing, but there is no comprehensive strategy. The reason is usually the lack of priority and poor understanding on the part of the management. For this reason, it is important to create a strategic decision basis as early as possible, formulate the possible goals of a content marketing strategy and make the necessary budgets measurable.
2. The connection of content and business results
Innovative companies are already able to assign a value to each content piece – be it a post on Facebook, an article on the company blog or a video on Youtube – which can be measured in euros or dollars. The creation of measurability in content marketing is essential for me to be able to measure the impact of content marketing on my company goals. Every manager has to question which content works and which doesn’t. After all, he too is measured against his goals, to which content marketing measures can contribute.
A supporting software infrastructure is indispensable so that the positive influence of business results through content marketing can be demonstrated. This is explained in more detail in the following section.
3. The use of the right content marketing software
At some point the question arises of how to best support the content marketing processes in the company with software infrastructure. Ultimately, it is about the sustainable implementation of the content strategy.
Software must be able to continuously review the strategy. In a specific case, software must enable me to formulate strategic guidelines. Holistic goals must be “steamed down” to the individual content piece. For example, a previously defined topic distribution becomes controllable.
It must also be checked whether the content marketing process defined in the company can be mapped in software. Are there release loops? Does the software offer a rights and role system? Can you create a briefing with the Content Marketing Suite and pass it on to an agency or an employee? Many companies still maintain an editorial plan based on Excel, but content marketing suites also offer solutions in this area that are easier to use and more up-to-date.
The use of software is an important step in anchoring content marketing in the company, since it makes the strategic goals verifiable and the operational processes standardized and more efficient. The digital magazine contentmanager.de has created a software comparison of 19 enterprise content marketing suites. These were compared using more than 100 criteria.
Content marketing requires a comprehensive strategy and should be sponsored by the management so that it is firmly anchored in the company.