We asked the question recently – and provided some definition around – whether or not your content marketing strategy was about productivity, presence, or building authority. The problem we continue to see is companies solely focused on spewing content without analyzing and improving the results.
Isn't the definition of insanity doing the same thing over and over again but expecting different results? If that defines your content marketing strategy, you're in trouble and really need to stop pouring time and resources down the toilet. You may get some results, but the opportunity for you to drive much more of a return on investment just takes a bit more analysis and effort.
Content marketing works with smart SEO tactics to build authority and increase awareness of your brand. Good content will build positive associations with your brand. More of this quality content will help to make your company rank higher in search results because of higher authority. Sudhir Sharma
In a cross-channel content marketing strategy, prospects often shift from one medium to another. For example, your content shared on social media can reach someone who then searches for your brand, product or service. That lands them on your site and they then sign up for your email newsletter. Months later, they read an article via email and decide to convert. A balanced strategy where you analyze your topics, plan your content, and measure the response will drive content authority.