Driving the content strategy bus
Legend Engage’s Content Strategist, Claire Benson shared her insights from the world of content strategy as part of our monthly marketing seminars.
A content strategist is like a bus driver (bear with us). If you’re driving the bus you know where it’s going, what route you’re going to take to get there, where you need to stop on the way and most of all where the passengers are who make the journey profitable.
It’s exactly the same framework when applied to managing content marketing. You need to plan ahead to know what direction your project will take, understand who the right customers are, and ultimately how to reach them.
Content strategy and content marketing are two very different things. The strategy is a programme that an organisation implements to manage everything linking content together and focuses on the people, policies, standards and systems needed to support the business. Essentially it’s how you make people get on your bus rather than somebody else’s.
Content marketing is a tactic for defining how content is promoted whether this is outbound marketing, search or social. So tell your passengers in the most relevant means possible why your bus is the right one for them to choose.
An annual report, carried out by Forbes, found that 50% of B2C marketers plan to increase their content marketing budget in 2016. So it’s quite worrying that
76% of B2C marketers report using content marketing, yet only 37% say their strategy is effective.
With brands understanding the importance of content strategy more than ever, 2016 is a year where this element of marketing is a crucial mechanical cog. Avoid any further traffic, missed buses or wrong directions and jump on board.
Get in touch to find out more about how we can help with your content strategy: firstname.lastname@example.org