Whether it’s in the latest digital marketing trends or from the keynote at an industry event, we’re constantly being told that “content is king” and that we must “think like a publisher” if we want to stand out online today.
It’s easy to nod along, roll up the sleeves, and dive headfirst into the content marketing business. In the beginning it feels great. We’re creating! Publishing blog posts, videos, podcasts, ebooks, infographics, and more. At the end of the day there’s something that’s there now that wasn’t before as a result of our hard work. According to the latest data from the Content Marketing Institute 88% of marketers use content marketing with another 76% noting that they’re on track to produce more content this year versus last year.
But there’s a problem. Simply producing more content isn’t enough. More isn’t always better, nor is it particularly effective. While content production levels are soaring, the same data from the Content Marketing Institute also shows that only 30% of B2B marketers say their organizations are effective at content marketing, down from 38% last year. That may be because although we’re producing more content than ever, fewer marketers have a documented content marketing strategy compared with last year (32% vs. 35%), even though the same research consistently shows that those who document their strategy are more effective in nearly all areas of content marketing.
Grounding your work with a documented strategy helps you create content that’s more effective. Content strategy doesn’t have to be needlessly complex.
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