84.5% have content marketing strategies A 2019 study in the United States found that 84.5% of businesses with more than 100 employees have a content marketing strategy. The Content Marketing Institute defines marketing as – ‘a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, […]

84.5% have content marketing strategiesA 2019 study in the United States found that 84.5% of businesses with more than 100 employees have a content marketing strategy. The Content Marketing Institute defines marketing as – ‘a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action’.The strengths of content marketing include: There is no cost of media When placed well, it can attract attention and educate When written well, it is engaging and adds value The challenges of content marketing include: The need for high-quality writing skills The requirement for originality An increasingly crowded environment Maximising the effectiveness of content marketing requires: A well-documented strategy and action plan Well written and targeted content Something worthwhile to say If you want your content marketing to work optimally: Target influencers Personalise and tell relevant stories Monitor and leverage data…