Social media’s peer-to-peer influence marketing is the most credible source of advertising now
Content strategy is all about planning, creation, delivery and governance of content. Any organisation’s content strategy has to align with its strategic goals. Content provides active consumer experience, hence delivering the right content to the right audience at the right time is important to achieve goals.
Businesses have been creating content such as blogs, articles, whitepapers, case studies, videos and infographics and investing in SEO, PPC, email marketing and advertising to drive traffic and generate leads. Though these are still part of the marketing mix, today social media drives a higher portion of web interactions.
With the growing use of Internet, businesses have now started using social media for content promotion, building customer relations and influencing buyers. Today, Internet users spend 4X more time on Facebook than Google. B2B and B2C marketers are using social media tactics to market their businesses. Around 92 per cent of marketers reported increased exposure for their businesses using social media.
Content strategy needs to ensure that users find what they need and when they want. This means content has to be current and consistent, which can be used across multiple channels. It is important to place the right content in the hands of the right audience. Hence, content strategy comprises both strategy and the tactical aspect to execute it.
Marketers are reporting that social media has increased their site traffic. When people appreciate the brand with likes, it gives businesses the opportunity to turn those liked into leads. Social media is more of peer-to-peer influence marketing and that has become the most credible source of advertising these days. Social media is not just a medium to distribute content; it is also a medium to attract potential buyers to your network via advertising. How do you know your content is reaching potential customers? When you start generating leads through the campaign, and convert them into potential customers, that is when you have a sound strategy.
We need to understand a few things before we deploy our content strategy and push the content in the market.
