4 Impactful Ways to Help Your Organization Understand the Role of Content Marketing Plays in Whole-Organization Growth. These questions create uncertainty around how content marketing is contributing specifically to business objective. These five questions are a great place to start to map content marketing to business goals: What business pains are we helping to eliminate and make a positive impact with each marketing campaign we have running? What opportunities do we have to add to our marketing plan to target our business goals more specifically? What contributions is our content making to our overall strategic business mission? You’re in the business of content whether you like it or not. One way to rally everyone behind content marketing as a strategic function of the business is through creating a common language. Create a culture where it’s okay for anyone to spend work time contributing to the content creation cycle. Define success of content initiatives in metrics that other departments are also using, such as revenue. Working backwards from strategic business goals insures you’re not creating content for the sake of it, but you’re focused on the right content to deliver on the bottom-line every time.
60% of your customers engage first with your content before anyone
in your team. Content marketing is the foundation upon which
your business operates. From the story told on your website,
through to learning materials, you’re producing content. Still,
majority of businesses neglect the importance that content plays in
business success.
Strong content strategies empower your entire organization. From
sales to human resources, great content has the ability to help
with revenue generation, internal culture, external recruitment,
and build positive sentiment not just with potential buyers, but
anyone who comes across your brand.
Here’s 4 ways to meaningful bring understanding across
the organization on what content marketing is and how it’s helping
the business strategically:
Create a strategic plan tied that maps content efforts directly
to business objectives.
Having a defined strategy for what you’re going to achieve, why,
and a roadmap to get there encourages a collaborative approach
to business success. Outside of the marketing team there’s often
not a clear understanding of the eventual outcome your content is
aiming to achieve. SEO, lead gen, optimization… What do they mean?
In addition, if you were to ask, “what’s the goal of our
content?” you’d probably get a blank stare. These questions
create uncertainty around how content marketing is contributing
specifically to business objective. To move content marketing from
just a department within your organization to a strategic driving
revenue force you have to move perceptions of marketing away
from just the department that manages your brand.
These five questions are a great place to start to map content
marketing to business goals:
- What business pains are we helping to eliminate and make a
positive impact with each marketing campaign we have running? - What opportunities do we have to add to our marketing plan to
target our business goals more specifically? - What role is marketing contributing to our business’ value
proposition? - What campaigns or initiatives can we execute on to “realize”
success against our business targets? - What contributions is our content making to our overall
strategic business mission?
Once you’ve documented how content trickles
from a medium to educate prospects through to converted
revenue, share progress via bi-weekly updates on key projects
that are making an impact on business success.
Create and share a list of common terms, projects, and ways you
measure success.
Outside of the marketing team there’s often not a clear
understanding of the outcome content is aiming to achieve. SEO,
lead gen, optimization… What do they mean? If you were to ask,
“what’s the goal of our content?” you’d get a blank stare. A
simple, yet challenging question that most businesses rarely ask
themselves. But, the answer is easy—to gain more customers and keep
them.
Move perceptions of marketing away from just a
department that manages brand. This will transform content
from just a department to a revenue incubator. You’re in the
business of content whether you like it or not. One way to rally
everyone behind content marketing as a strategic function of the
business is through creating a common language.
Document how content trickles throughout other business
functions.
Answer how now just the marketing team is going to leverage content
to drive revenue, but opportunities for all team members to
leverage content. Content marketing should be presented as a
business opportunity to empower each department uniquely. The sales
cycle, recruitment…
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