September 28, 2017
Have you ever completed a marketing campaign and realized that, while it may have been a success, it will be difficult to replicate because there wasn’t a defined strategy or process behind it? If so, you’re not alone.
Comprehensive marketing campaigns can have 10 to 30+ individual content-related tactics that need to be executed to make them integrated and cohesive campaigns. These content-driven tactics are usually being executed in tandem to ensure all the pieces fit together to build a campaign that is going to drive traffic, leads and new customers to your organization.
Most importantly, it is critical to ensure you are not only building a content strategy that is repeatable but that you have something that is documented and understood by all members of your team. When the campaign is over and it’s time to analyze the results, a gaping hole often becomes evident: There was no documented strategy to drive the tactics. This scenario helps explain the statistics that only 37% of B2B marketers say they have a documented content marketing strategy. In the absence of a strategy, we see that while marketers have the best intentions, sometimes these operational pieces get missed. This tends to leave a gap in your department that could become detrimental as your team changes over time.
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