The Importance of a Robust Content Marketing Strategy


Content is what carries your brand and your message to your target audience.

Building a robust content marketing strategy ensures that content reaches as many people as possible and delivers a consistent message that reflects your values and compels customers to action. Below, we look at the essential role content plays in your digital marketing approach—as well as how to create a content strategy that maximizes your company’s visibility, impact and online revenue. 

The Importance of Online Content

Online content is in demand, and is what consumers rely on most when researching companies during the decision-making process.

88% of consumers begin their search for products and businesses online. A recent study found that prospects were 130% more likely to buy from companies with useful online content than those without.

Whether it’s the blog page on your website or the videos you’re promoting on social, brand content is what your customers are interfacing with every day—and what cultivates the image that ultimately defines your business and its impact on the web. 

Without a content marketing strategy that ties all content together, your brand likely lacks the consistency, coherence and focus needed to build lasting connections with your target audience and generate leads critical to bottom-line growth. 

Good Content Marketing Drives Sales and Credibility

Your content marketing strategy ultimately drives your company’s online success. If you aren’t creating content with purpose and direction, you’ll find it difficult to sustain the brand awareness and authority you need to compete.

Good content is integral to generating traffic for your website—and building a funnel that turns searchers into visitors and prospects into customers. 

A focused content approach aligned with your long-term business strategy helps strengthen brand messaging and credibility. 

When your digital marketing efforts are all working toward the same business goals, you’re building a digital presence continually reinforced by consistent, high-quality content that creates trust among consumers and solidifies authority in your industry. 

Revisit Your Content Strategy

Many companies have tons of content spread throughout the web. 

But what are they doing to make that content stand out, attract customers and position their brands for long-term success?

If your content marketing strategy isn’t comprehensive, innovative and empowering growth, it may be time to revisit your approach—and to rethink what it means to connect with your target audience.

1. Map out your goals

Designing a successful business strategy means providing your team clear goals to shoot for. The same is true for your content marketing strategy, which can only be effective when you know what you’re trying to accomplish.

Common goals businesses address through content include:

  • Increasing website traffic
  • Improving brand awareness
  • Generating leads
  • Improving customer retention
  • Building brand authority

No matter your objectives, clearly defining your content goals at the outset gives your strategy the foundation it needs to be successful. 

2. Identify your target audience

Fleshing out who your buyers are is key to creating content that hits them where they live. In other words, knowing your audience is the best way to build content that not only grabs their interest, but gives them a reason to engage with your business.

Defining your buyer persona allows you to produce blogs, landing pages, infographics, social media blurbs and paid ads that are more relevant and valuable to your target audience—creating a rewarding experience more likely to pay off down the road.

3. Be useful, and unique!

What do you offer that your competitors don’t? What makes your business unique?

Content is everywhere. If your content marketing strategy isn’t designed to offer readers value—doesn’t educate, entertain, motivate or inspire—your efforts are likely getting lost in the enormous digital void.

Creating content that is useful and conveys your distinctive brand message helps set your business apart while building a narrative that resonates with your audience.

4. Measure and adjust

Once your content strategy is in place, it’s important to know how well it’s working—as well as where adjustments may be needed in the future. 

Some metrics used for measuring content marketing effectiveness include:

  • Sharing—how often a piece of content is shared with others
  • Consumption—what consumers are doing with the content (visits, downloads, views, etc.)
  • Sales—how often a piece of content produces a purchase
  • Lead generation—how many leads are generated from a piece of content

5. Optimize for visibility

No content strategy is complete or effective without the element of SEO (search engine optimization). Optimizing content for search engine visibility is essential for getting your message to your target audience—and for achieving the maximum brand exposure your business needs to grow online. 

Onsite content is generally the best place to start when it comes to content optimization. Updating keywords, internal links and metadata can provide a much-needed boost to existing landing pages and blogs on your website—improving relevancy and ranking for the search phrases prospects are using to find your business online.

Applying SEO best practices at each phase of your content marketing strategy helps ensure your content gets noticed and provides customers the answers they need when they need them most. 

Business Strategy Solutions to Define Your Brand Online

Marca Global® specializes in robust, high-level digital marketing solutions that maximize your content marketing capability and enable online success. To schedule your free consultation, call us today at 720-378-5024.

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Blair Brown

About Blair Brown

Blair Brown is the President & Chief Operating Officer at Marca Global. She has a legal background and provides strategic leadership to establish long-range goals, strategies, plans and policies. Blair is an avid dog and horse lover and when she is not hard at work she is volunteering and fostering for animal rescues.

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