Why Content Matters

In the not-so-distant past, it was considered acceptable to push most (if not all) content and promotional material through a company’s website. Many businesses still rely on their website as the primary method for content delivery. A website should be just one asset used. Exciting visuals coupled with compelling content that drives action are the keys to a good marketing campaign. In order to survive the ultra-competitive landscape, businesses need a way to make customers feel like they have a front row seat to the hottest show in the world. A well-thought-out and strategically executed content marketing plan can help companies do just that.


Key Components of a Content Marketing Campaign


What do you want to achieve?

Before creating any campaign, you need to decide what you want your campaign to achieve. Setting SMART goals is a good way to start. SMART goals are Specific, Measurable, Attainable, Relevant, and Time-bound. Using the SMART goal method will help bring focus to your goal-setting exercise.


Know your audience

Who is your campaign targeting? Much like a SMART goal, your audience should also be targeted and specific. The old “spray and pray” method is expensive, ineffective, and if sending via email, can get you blocked. Once you know who you’re targeting, whether it be by geographic location, interest, or biographical data, your campaign will speak directly to that audience and you’ll see results.


Tell your story

As a business owner, you’ve done your research. You know the ins and outs of your product. You know what works and why. You’re an expert. Value-added content provides information you already know and your customers need. This is not an “infomercial” or “advertorial.” With value-added content, you’re not selling anything – you’re educating and informing. This creates trust and positions you as a thought leader in your field.


Share and share alike

Value-added content should be delivered and shared on a variety of platforms. These include:

  • Enewsletters
  • Blogs
  • Social media sites
  • Videos
  • Infographics
  • Podcasts
  • Webinars
  • Whitepapers

Don’t limit yourself to just one. A good content marketing strategy combines a number of these. A quick note about whitepapers. These often require a significant amount of time to create. For more information about what a whitepaper is and how it works, go here


Stick to a schedule

Create a publishing schedule and follow it. When you deliver fresh content on a regular schedule, you’ll not only build your brand and create new customers, you’ll also enhance your SEO. The key to a higher Google ranking is a steady stream of fresh, relevant content.


Final thoughts

The great Nora Ephron once said, “everything is copy.” While this is true, there’s a difference between content and copy. Good copy is a key ingredient in a content marketing plan, but it isn’t the only ingredient.