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Content marketing is one of many strategies B2B and B2C companies alike use to attract and influence leads. This article will cover the basics of content marketing, how you can best implement a strategy, and more.

What is content marketing?

Content marketing relies on articles, videos, and other types of content to entice prospects. Great content marketing includes high-value educational resources aimed at your target audience. Instead of trying to sell through your content, focus on establishing a relationship. Your goal is to demonstrate your expertise and build trust with prospects.

What are the different types of content marketing?

Content marketing can be implemented using different mediums, depending on your audience and goals. Content marketing formats can include:

  • Blogs
  • Pillar pages
  • Videos

These formats can be implemented in tandem. For example, your pillar pages should be an all-inclusive guide of an industry topic. Within your pillar page, you can include videos and links to blogs. Similarly, your blogs can link back to your videos and pillar pages.

How can I establish a content marketing plan?

First, your content marketing plan is not a set-in-stone calendar. Instead, your plan should be a flexible outline of your overall strategy. In the past year alone, we saw how important it is to stay agile with your efforts.

With that in mind, your content marketing strategy should be rooted in your business goals. The maturity of your organization and its marketing foundation will guide what’s possible.

If you’re a startup or established company just getting started with content marketing, you must first focus your efforts on establishing trust with your audience. In that case, develop a plan that revolves around high-level, educational content. If you’re looking to improve search engine rankings or better educate leads before sales handoff, adjust your plan to match.

As we explored above, a good plan leaves room for flexibility. When strategizing, focus on laying out your theme, audience, and goals for each month. Don’t worry about the nitty-gritty details in the planning stage. Each month, revisit your plan. If the topic slated still makes sense, start developing your campaign. If not, pivot as necessary.

Grow your business with content marketing in 2021.

While agility is important, laying out a content marketing plan for 6-12 months can help ensure your efforts throughout the year are aligned with your overall business goals. Need more help building out your strategy? Drop us a line.

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