The Importance of Having a Content Strategy

Forrester's survey results reported that 69% of B2B buyers could not be convinced to purchase additional products if content presented to them was not useful or advantageous. Businesses often create content for the purpose of aiding their existing or potential clients, yet marketing departments often overlook the benefit of having a successful content strategy. During her webinar with the Content Marketing Institute, Phyllis Davidson, vice president and principal analyst, offered a process that should help organizations generate revenue through effective content. Content is essential for delivering the complete customer experience and making money for your business. Without a specialized content operations team to keep your content organized, you won't be able to maximize its worth. To be successful, a content plan must have the right resources, expertise, and culture in place. Phyllis believes all firms should recognize the importance of these components and have executive backing. It is essential to demonstrate how content can generate income, and these processes and operations must be in place to support the plan: Resources and cohesion. A content operations workforce needs to have versatile skills. Some responsibilities and tasks that might be included are: Survey and stock organization. Asset management. Compiling and categorizing. Many B2B marketing groups squander their energy, resources, and finances as they do not oversee their content resources reasonably. A current study by Forrester demonstrates that 65% of marketing teams battle with considerable content wastage. The establishment of a viable asset management strategy should begin with an assessment of content, establishing fundamental tags, and taxonomy. The content operations team must take control of the means and aptitudes needed for content production while advancing an atmosphere that promotes digital transformation and the customer experience, according to Phyllis. The results of effective asset management have an effect on sales, thus, having a direct result on the company's financial performance. A number of sites are utilizing AI for auto-tagging. While these systems are not entirely precise, they will only continue to get more advanced. After your company develops a unified terminology, automated metadata at the component level, and AI on a large scale, customizing content with less manual effort becomes achievable. Obtaining all-encompassing content reporting makes it possible to have an informed, research-backed approach to content strategy, production, and analysis. Combining existing technology is just as crucial as introducing something fresh. As per Phyllis, an analyst at Forrester, content advertising teams should create and measure process and performance metrics. Analytics can be useful for developing and adjusting your content strategy. It is a good idea to use the same procedure for content reporting as you would with sales reporting. If you are looking to grow your business, the metrics associated with the content should show how it will help you reach that goal. Comparing the data to a hypothesis can help as well. Identify which metrics will show if the hypothesis is true. Take the opportunity to learn more about the links between content and revenue at ContentRev, a free online event on December 14th, 2022.

(source: https://contentmarketinginstitute.com/articles/connecting-content-revenue)