Why Content Marketing Is Every CMO’s priority

Wednesday 23rd, December 2015

If you have been in the business for a while, it is quite likely that you recognise that the marketing landscape has changed irrevocably. What used to be a leisurely aspect of work focussing on soft power – lunches, golf course meetings and airport run-ins – has now become a sea of techno-babble.

And if you’re struggling to make sense of it all, here is the one area that you need to focus on: Content marketing. Think of it as supplementing and perhaps, eventually replacing your advertising communication. Whether this will happen in the next five years or twenty is perhaps dependent upon the pace of technology change and the industry in which you operate – but don’t bet against it.

If you’re a B2B marketer in particular, you should step up your focus on Content Marketing. Not only is traditional marketing communication proving to be less effective, but there is every indication that a good, well-planned in-bound marketing campaign can actually save marketing dollars. While I was researching this article, I came across this piece that claimed a 63% saving… your mileage may vary!

Take a look at this report from CMO with some interesting statistics on the state of content marketing. To highlight just two key statistics: 72% of marketers in the study thought branded content is superior to traditional marketing communication. And another 55% of marketers plan to increase budgets for content marketing over the next 12 months.

What are the implications of such a revelation? Well, it is very definitely going to get a lot harder to separate signal from noise out there. And if you’re just getting started, then you have a long haul ahead and a steep learning curve to boot – if you’ll forgive the mixed metaphor!

Here are a few steps that you can immediately take:

1) Hire a team of digital strategists – business analysts, content editors, community managers, social media specialists and production crew.

2) Develop a content strategy. If you need some pointers, take a look here. The point is, as George Harrison sang ‘If you don’t know where you’re going, any road will get you there’! Better to develop a sound strategy outlining what you plan to do, so that you avoid back-and-forth moves.

3) Allocate a content marketing budget. There are expenses to be incurred on hiring a whole team and to produce content that is fresh, relevant and different.

4) Track your results and take the necessary course corrections. Rinse. Repeat.


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