Not all that long ago, content marketing was considered a cutting-edge technique that was reserved for only the most savvy of marketers. Now it’s the norm.
And for good reason. It gets results.
NewsCred Insights even goes so far as to say, “By 2021, the term content marketing will be defunct as all marketing content rises to high-quality expectations of attention-limited audiences.”
While the success of a content marketing campaign relies on many factors, there’s one thing that many of the top marketers share across the board — a documented content strategy.
What 2019 Data Says
A 2019 study by the Content Marketing Institute and MarketingProfs unearthed a ton of valuable information on content marketing, budgets and trends. One of their key findings involved content marketing strategy.
They found a clear correlation between having a concrete strategy and being successful.
39 percent of respondents who are least successful lack a content marketing strategy, while only two percent of successful respondents lack one. This shows firsthand that it’s difficult to gain any real traction if you don’t have a game plan in place.
Documented Versus Undocumented Strategies
There’s another key differentiator here — choosing whether to document a content marketing strategy or not. 32 percent of successful respondents said that they have a strategy but it’s not documented. However, 65 percent of successful respondents said they have one that is documented.
This means that it’s not always enough to simply have a strategy in place. What you really want is to flesh it out and document it. Doing so more than doubles your chance of success.
Why is that?
The Benefits of Documentation
This study nailed down some specific benefits of a documented content strategy. Here were the top ones:
- Aligns teams around common mission/goals – 81 percent of respondents
- Makes it easier to determine which types of content to develop – 81 percent
- Keeps teams focused on documented priorities – 73 percent
- Helps teams allocate resources to optimize desired results – 68 percent
- Provides clarity on targeted audience(s) – 68 percent
- Creates accountability – 65 percent
- Makes it easier to identify which metrics to focus on – 52 percent
As you can see, there are some immense advantages of taking this approach. It keeps things organized, increases the likelihood that everything is completed on time and facilitates streamlined collaboration.
Keeping different team members in sync with one another is vital, especially if you’re using a variety of different content mediums like blogging, videos, social media, and so on. Everyone understands what the underlying goals are, which helps them perform their tasks more effectively and with greater efficiency.
Not to mention, you’ll know what to analyze to determine how well a technique is working.
Developing a Strategy
If your law firm has never taken the time to develop a content marketing strategy, 2019 is a great time to do it. This can have a huge impact on how things unfold for you this year and beyond.
If you’re not sure how to go about this, I recommend checking out this resource. It will walk you through the process step-by-step and covers essential elements to include like core objectives, KPIs, content distribution and more.
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