New content ideas do come from above, but they’re typically derived from the collective strategizing of the content marketing team, based on the overarching digital marketing strategy ideally, you: While the majority of the top-ranking articles on the subject position the content brief as a document created by a brand for agencies or by some company manager for the company content creator(s), many times it’s the duty of content creators to produce the brief themselves. What is a Content Brief?Ī content brief is a shared digital document that outlines every aspect of a piece of content - from user persona and funnel/lifecycle stage to suggested title and SEO keywords - and contains links to the actual content document as well as supporting internal and external articles or web pages. That includes creating a content brief for each and every piece of custom content. And once you have your content marketing strategy, you have to ensure your content creators, publishers and marketers adhere to the established processes. Of course, that’s not enough to create content that compels consumers to invest their money - or put their faith in - your brand if you want to outperform 43% of your competitors, you need a content marketing strategy. Sold? Then you’re like the 97% of marketers who consider content marketing integral to their overall marketing strategy. But if that’s not enough to convince you, here are some stats that can’t be ignored: content marketing produces 300% more leads than traditional marketing and costs 62% less nine in 10 consumers find custom content useful and six in 10 seek out a product after reading about it. Plus, 86% of people skip video ads, 44% ignore direct mail, and 91% unsubscribe from company emails. Without content creation, you have no assets for your SEO strategy, social media marketing, email and SMS marketing or digital advertising. Content marketing is critical to any digital marketing strategy.
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