“Beyonce wasn’t made in a day”
When it comes to marketing, we can learn a lot from Beyonce. This pop culture diva is an excellant example of how a superior product when supported by the right marketing strategy can promote the brand name to unparalleled dimensions and create an industry leader. Along with her global human appeal, her brand has grown majorly through carefully devised marketing strategies through her music, her public appearances, her interviews, her work and her social responsibilities.
Our businesses can learn a lot from Beyonce’s unique career graph. Once you are confident that you have a unique and excellent product or service and a tight business model, the next step is to ensure that it reaches the most number of people in your target audience.
So now the decision is on you. Do you want to set the pace in the world or do you want to follow? Do you want to be an Content Marketing Leader or a follower?
Why do we need to optimize Content Marketing
“Marketing is telling the world that you’re a rockstar. Content Marketing is showing the world that you are one.”
In this age of continuous information deluge, consumers have developed an evolutionary coping mechanism of “seeing is believing”. Marketing, and especially content marketing therefore, needs to be focused, consumer-centric, and authoritative.
In order to wield your content marketing strategy like a powerful tool to boost your business, you cannot bank purely on creativity to devise your content development. Analyzing the marketing analytics data that is generated by your CRM and then applying it to your content development strategy can help create consumer focus. Constructive content creation can be automated with the help of the right CRM, providing your business with a heads up in the race.
In fact, according to Aberdeen, content marketing leaders report a 10.2% increase in year-over-year growth in marketing’s contribution to revenue, compared to the followers who report just a 1.6% increase.
So, how do you take optimize your content marketing strategy using the CRM tools at your disposal and emerge as a leader? Let’s find out.
Audit your Content Inventory
First ask yourself this – is my content marketing strategy currently focusing on uncovering specific content topics that establishes thought leadership? The right CRM tools can guide you through the complete analytical results of all your content marketing decisions, and pinpoint the problem areas as well as the strong holds that are performing best as the entry point for your customers.
With the help of CRM tools, you can access all the data regarding the content collaterals that have generated the highest amount of user engagement. You can get a collated list of keywords that have drawn in most of your customers. You can also develop an idea about the less successful branches of the content marketing program.
You can then analyze the data to get an insight of what is working for your business and what’s not, and you can modify your content strategy accordingly.
Conduct Content Mapping
It is important to chart the entire buying journey of your customers, especially when content marketing is playing such a vital role in it. With the help of CRM tools, you can pinpoint the entry point of the content consumers, the amount of time it took to convince them or to change their mind, the time spent on different mediums, platforms and types of content, and so on. The right CRM tool can map the journey of all your consumers, integrate and analyze all the data and present you with clear directions regarding favorable future actions that you should take.
Create Buyer Personas
In the list of effective content marketing strategies, creating audience relevant content tops the chart, by a whopping 58%. Hence, focusing on content segmentation based on buyer persona is crucial to devising a 360 degree content plan that can reach out to your target audience.
To convert your content consumer to your customer, you must capture the attention of the right audience. And in order to achieve that you must create content that is relevant and meaningful to them and satisfies specific consumer needs. Your CRM system and team can help you identify customer pain points and motivators, as well as track consumer behavior traits. Armed with this information, you can then go about addressing more difficult questions like –
What is the customer’s priorities?
How does the customer prefer to communicate?
Could there be any external factors that can negatively mar the situation?
What final factors would be conducive to the desired decision from the customer?
Planning Content Development
The next step in your strategy should be collating all the data and insight generated through auditing, mapping and creating buyer personas, and integrating them into a holistic content plan. The data provided by your CRM system can assist you in understanding what needs to be done through content marketing to build trust, answer questions and create awareness.
The use of CRM in strategizing your content plan will also point out the failings of your current plan and help you glean some insight as to what is the need of the hour. Your CRM analysis should also answer questions regarding what modes of communication to adopt, what style of content to focus on, and what platforms to publicize your content through.
Re-evaluate your Content Strategy
The penultimate step in your process should be a complete re-evaluation of the content marketing strategy that you have devised, in order to ascertain whether the steps taken are actually providing results or not. CRM analytics don’t waste any time in pointing out a successful marketing strategy or even the flaws in the plan, if any. The right CRM can empower your content arsenal with real-time data and actionable insights. By being proactive and perceptive, you can put this instant feedback to good use by tweaking your current strategy for optimum results.
According to CMI, 73% of B2B companies have a person dedicated to overseeing content marketing strategy. However, to lead the content marketing landscape, that is not enough. Your content team needs to wield CRM as not just a tool, but a weapon, slaying the demons of outdated content marketing practices that comes its way, and emerge as the leader.