Capping IT Off

Capping IT Off

Opinions expressed on this blog reflect the writer’s views and not the position of the Capgemini Group

How do I create a strategy for content marketing?

The purpose of content marketing is typically to create interest, engage audiences and influence them to contribute, improve branding, and generate leads. Content marketing is a strategic approach. It is focused on creating and distributing valuable, relevant and consistent content to attract and retain a defined audience; and change or encourage specific behavior. For a CMO, it’s all about creating content that the audience actually wants, not something that interrupts, as traditional commercial usually does.
 
Content marketing requires a strategy of its own, which starts with the big picture and drills down to details that can be implemented and measured. Therefore, before embarking on your content marketing journey, you must define your goal or mission, clearly state the purpose of developing your content marketing plan, and describe your target audience. You need to have clarity about whether you want to enter new markets, increase sales for existing customers, or recruit more staff. 
 
This exercise is important for a CMO as having a clear idea about your target audience will help you to decide the type of content you need to create and the places you should target to meet your buyers in their online journey.  
 
Based on this knowledge, you need to create a publication plan that clearly mentions the frequency of posts, the media channels to be harnessed for marketing your content, and the people responsible for creation and implementation of the content strategy. Last but not the last, in order to know whether the content marketing strategy is working according to the plan, it is critical to measure and evaluate the plan from time-to-time.
 
Marketing automation – A game changer
 
Marketing automation is changing the way service providers are interacting with their customers. It is helping marketers close deals by organizing data shared by their prospects to provide them with the right content at the right time. However, marketers have to be careful about picking the right vendor for marketing automation as both older and more established players, as well as new players are claiming to be offering automated Cloud marketing platforms with innovative features.   
 
One of the ways you can evaluate the players is by checking whether their automation tools will fit in with your existing tools. It is also critical to understand whether the Cloud marketing tools can be set up easily by your team.
 
As a CMO, one way to narrow down your choices is by considering systems that integrate with your current CRM. For example, if your company is using Salesforce, it might be a good idea to opt for a marketing automation platform that will integrate with it. Apart from Salesforce, there are several other cost-effective marketing automation platforms that could provide value your money as most of the Cloud marketing automation software solutions are externally managed and do not require in-house IT resources. In other words, most of these Cloud solutions can be funded through an operational rather than a capital expenditure.  
 
To conclude, choosing the right marketing strategy and tools can help you to provide a more consultative sales process to your buyers, and yield better returns on your marketing investments. So, research well, before taking the plunge!    

Content Marketing

About the author

Gunilla Lindestreng
Gunilla Lindestreng
De digitala trenderna påverkar oss nu mer än någonsin. Ny teknik har förändrat hur vi går till marknaden med fokus på att bygga personliga relationer. Man brukar säga att content is king. Hur många ser ditt intressanta budskap? Hur stort kan ditt nätverk bli? Strategiskt arbete med dina digitala kanaler lönar sig definitivt - ökad synlighet och ökad framfång. Vad gör du för att stärka din digitala närvaro? Att till exempel ha en webbsida som anpassas till de olika enheter användaren har gör responsiv design är idag ett självklart val.

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