Marketing Strategy

3 Ways to Turn an Enterprise Content Strategy into Results

By January 27, 2015 No Comments

Buyer habits evolve as fast as the technology they use to conduct research and make a purchase. To keep up, your company’s content strategy needs to be consistent, clear, and engaging across all marketing channels.

Infusing a consistent voice into your marketing channels creates the singular brand experience customers crave, which is why creating an integrated content marketing framework within your enterprise is key.

To get the attention of customers quickly and easily online, start with these 3 ways to turn your content strategy into results.

1. Establish a “Content Board” Comprised of Key Internal Stakeholders

A content board is a team of internal stakeholders with specific insights on company goals and how they intersect with buyer needs. Think beyond the marketing department and include people in sales, customer service, or any other valuable stakeholders who help drive content strategy. Then gather this “collection of brains” and ask for their input on customer interests, behaviors, or other key topics in the context of the bigger goals of the organization.

As you gather input, track which ideas overlap and start grouping them into themes you can use as a springboard for marketing campaigns. Once it’s been fleshed out and finalized, promote and share this content internally in a central location. This ensures every department is clear on key messages and can leverage the information in ways that makes sense for their focus.

A content board should be a “collection of brains” from across departments.

2. Create an Integrated Content Strategy

Create a written plan and goals to guide your efforts, and make sure they’re easily accessible to key content stakeholders and content writers. To maximize the punch of your content strategy, create specific personas that represent your core current and potential customers, and use these personas to reach them in various scenarios and prepare content that draws them in.

Keep in mind that your content strategy also needs to be dynamic and shareable across departments. Teams need a way to share content needs, failures, and successes—and have consistent access to accurate analytics—in order support a marketing campaign. Developing these feedback loops helps keep content campaigns fresh and timely.

Focus on persona-based content, and establish feedback loops to evolve your strategy.

3. Call on Current Content and Resources

A content pillar is an information-rich piece of content on a specific topic or theme that can easily be broken down into smaller assets and shared across marketing channels.

Think of it like the wooden frame you put up when you build a new home. A content pillar is the “home-base content” customers visit when they act on cues from marketing, social media, and ads. These cross-channel cues help drive people “home” to your downloadable content in exchange for sharing their contact information.

The key is to create an interesting, high quality asset focused on what’s enticing to buyers, and pull from that to create consistent messaging across platforms and channels. Your goal should be to craft one brand voice to rule them all!

But How?

Already have an eBook, guide, whitepaper, webinars, case studies, or a corporate blog?

Start by reviewing and refreshing this content before starting something new. (A content audit is a great first step.)

Keep in mind that a content pillar piece is meant to tie into a larger marketing theme, so review materials with an eye on how it aligns with the bigger enterprise marketing picture. Then you can get creative with how you develop more “snackable” content to share across distribution channels.

Content pillars are easy for a company to execute, for customers to access and share online and help position your brand clearly as a leader in the market. Just remember to focus the content on solving key pain points for buyers, not on selling the features of your products or services.

Start by reviewing and refreshing past assets before creating a new content pillar.

When it comes to developing an enterprise content strategy that translates into results, start with all the value you’ve already created. Input from internal stakeholders, repurposing existing content, and shaping clear customer personas help build a content strategy that’s consistent and shapes a clear brand voice that really connects with the hearts of buyers.

Katrina Pfannkuch

About Katrina Pfannkuch

Katrina Pfannkuch is a creativity consultant specializing in writing, editing, strategy & coaching. She's a bit of a data nerd & loves seeing how pieces of the informational puzzle come together to paint a creative picture. Catch Katrina & her insights on kick-starting creativity at @creativekatrina on Twitter.

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