Combining Your Content Marketing and Content Strategy

Content is at the core of your digital marketing strategy. From social media posts to blog posts, to website copy and search ads, the content is at the heart of the message you’re trying to relay to your customers. As a leading digital agency in NY and Long Island, something we’ve noticed working with companies of all sizes, is that many of them lack an understanding of the difference between a content strategy and content marketing. This is something that we want all our clients to understand because it will help us work with them to develop the optimal digital marketing strategy and most effective digital marketing campaigns. In this post, we are going to explore what exactly is content marketing and how that is then used for your overarching content strategy. We’ll also go over the steps involved to develop a content strategy and tips and techniques for content marketing.

Content Marketing

Content marketing is the act of creating the content and using it to promote your business. For instance, you might write a blog post and promote it on social media. The technique of promoting the blog post on social media would be considered content marketing because you are putting the content out there for your customers to find. This demonstrates how content marketing, specifically digital marketing, is an inbound marketing approach. Rather than passively displaying an ad on a television and hoping that customers happen to see it, when you engage in content marketing, you’re developing quality content that users will go out of their way to find. For instance, if you wrote a blog post about the top ways to nurture a lead, the goal is for people to find that content based on what they are searching for online. If someone is directing a sales team, they may search specifically for this type of content to be able top train their salespeople on effective lead nurturing.

We’ve already said that blog posts are example of content marketing, but lets look at a few other examples:

  • Social Media – This can include a well-crafted Instagram story or Facebook post. Likewise, if your leads are more professional, you may want to write a continuous flow of content for LinkedIn.
  • Videos – Videos drive the greatest engagement in today’s day and age because people’s attention spans are relatively short. By creating short 30-second videos and distributing them online, you engage in content marketing.
  • Podcasts – Like videos, podcases can drive greater engagement among those who prefer not to read long content. You can develop a podcast series and have it available online for users to listen to whenever they want to learn more about the topic you are discussing.
  • eBooks – When you have a specific area of expertise and you want to create longer-form content for your users to review and reference as needed, an eBook might be a great choice. You can make the eBooks freely available on your website or it can be subscription-based.
  • Webinars – If you want to expand on a podcast or a blog post, you might be interested in hosting a webinar for your users. A webinar is a good way to take a deeper dive into a topic of interest and drive engagement through live Q&As or panel discussions.

Content Strategy

Now that we’ve established what content marketing is and the types of content we develop for marketing purposes, it is time to take a look at what a content strategy entails. Basically, your content strategy is the planning and implementation phase that takes place after you develop your content marketing assets. Content strategy is the method that you choose to follow in order to successfully use your content marketing techniques. Here are a few examples of content strategy from a leading Long Island and New York digital marketing company:

  • Competitive Analysis – Find out who your competitors are, what they are doing well, and where there is a gap in their content marketing efforts. The core steps include identifying your competitors, choosing parameters, and tracking and sharing.
  • Style Guides – Developing a style guide is extremely helpful because this will keep everyone on your team on the same page in terms of colors, fonts, logos, voice and tone, preferred terms, standard grammatical conventions. You want to have consistency as you create all your content marketing assets and ensure that you are telling a cohesive story throughout every phase of the customer’s lifecycle.
  • Pillar Pages – When you group all your related content together, it’s a good idea to have a pillar page, or a page that gives an overview of the broad topic of interest and links to more detailed content related to each specific area. This helps Google recognize your site as an authority on a specific topic.
  • A/B Testing – After you develop a few pieces of content for your marketing campaigns, you may decide that it’s best to test out two options to find out which performs better. For instance, if you have two versions of a social media ad, you might want to run them both in one ad set to determine which performs better and then pause the underperforming ad to best utilize your resources.
  • KPIs – Without knowing how you’re measuring your content marketing campaign. Set quantitative benchmarks so that you can objectively determine if your strategy is successful. For instance, you might want to hit 10,000 Facebook likes by the end of your campaign. One of the best ways to develop your KPIs is to think of SMART goals.
    • Specific
    • Measurable
    • Achievable
    • Relevant
    • Time-sensitive

Think about all these things as you develop your goals for your content marketing campaign, and you can set yourself up for a better chance at success.

Skyrush Has Content Marketing Experts

Skyrush Marketing, your Long Island digital marketing company, can work with your team to develop he content marketing assets you need along with he strategy necessary to make the biggest impact on sales. Our team of digital marketing experts and copywriters work together to develop the quality content you need to get users to become more interested in what your brand has to offer and drive conversions. Contact Skyrush Marketing today for a free consultation.