For those of you who have the impression that digital marketing does not work, this article might have some thoughts for you to consider. Did you know that according to a recent study, businesses that adopt a strategic approach to content marketing can see up to three times more leads than those using traditional marketing methods?
Keep in mind, there is a difference between hiring a marketing company to “manage your content” versus hiring a marketing agency for Strategic Content Marketing.
First question: have you ever set expectations concerning what a successful marketing experience looks like?
I know it sounds pretty basic; however, it’s like anything else in life – if you don’t set clearly identified goals for your marketing agenda, you never ever reach a place that you can actually define as successful. Think about it; in Nascar 40 cars compete by each driver having the goal of being the first one to complete 312 laps. There’s a starting point and ending point. There’s a unit of measuring during the process that shows how far the driver is from his destination. “Without goals, and plans to reach them, you are like a ship that has set sail with no destination.” — Fitzhugh Dodson. Have you set goals that define what success looks like to you?
What is Strategic Content Marketing? Before diving deeper, let’s clarify: Content management is essentially maintaining the status quo of your online content – regular updates, posts, and basic engagement. Strategic Content Marketing, on the other hand, is a systematic approach that aligns content with your business goals. It involves understanding your audience deeply, crafting messages that resonate with them, and using measurable metrics to track success.
What is your marketing system and process?
Many marketing companies have different perspectives on this topic. This is my personal simplified take on how to create a successful marketing campaign:
- Define and know your target audience.
- Find out where they are located (online, of course).
- Construct and deliver conversations that connect.
- Assess and refine.
Just to preface my explanation here…I believe once again it’s important to make the distinction between content management and marketing set with specific metrics in mind. Let’s face it, if you have never had that exploration experience with your marketing planning where you are studying, researching, testing, and tracking, then your marketing is probably only focused on “content management.”
Content management of itself is not bad; however, if you are wanting real tangible results, be prepared to get rid of the scarcity mentality and invest in the strategy. Be prepared to spend your valuable time if you are unwilling to invest in a team dedicated to really digging into how to help achieve the marketing goals for your business. As a business owner, if you are not willing to go this deep into your system and process, you will always be defining the effectiveness of your marketing off of emotion and not on metrics.
Does your message resonate?
Next concept to ponder…does your message suck? Simply put, what makes you different from your competitors? Are you using outdated photos/content like everyone else? If your social media lackluster, basic, random and unintentional? Do you have the same offers as your competition? Do you even have an offer? What’s your brand asset? Have you set definitive standards on your niche and created marketing that reflects your branding and solidifies your message?
If you are only promoting your services and benefits, you are missing the opportunity to really connect with your potential prospect. Services and benefits are nice “add-ons”; however, effective marketing addresses your prospects’ pain points and leverages an offer that should make you a sure-fire pick amongst a sea of other businesses that offer the same services. If you are not consistently delivering valuable content your page(s) will not make any prospect see your value over your competition. When a business does not take the time to explore and refine their messaging, they are missing out on potential growth because they are visually stuck in the midst of everyone else.
To sum up in my 3 points here: Set clearly defined goals, develop a winning system and process, and refine your messaging that sets you apart from everyone else.
Instead of being stuck on questions such as “paid versus organic?” (FYI – leverage both) or “when is the best time of the day to post?”…create a foundation that helps you find success in the digital marketing for your organization. Utilize relevant platforms that help you create meaningful relationships and allow you to offer value to a potential prospect. If you want to grow through digital marketing, Strategic Content Marketing is the way to go!
Remember, the key to successful digital marketing lies not just in the creation of content, but in strategically aligning it with your business goals, understanding and engaging your audience, and continuously refining your approach based on measurable results.
