What is the difference between content marketing strategy with documentation and without documentation? How can it have an impact on your overall marketing effort? Small businesses that document their content marketing strategy
- Experience greater success
- Have a clear idea of exactly what they are trying to achieve
- Have a well-thought-out plan
- Rarely run out of content writing and content publishing ideas
- Whether it is team effort or a single person everybody knows his or her responsibilities
- Create and distribute content for well-defined personas
- Have a strategy in place in case the campaign needs to be tweaked according to the attention it is getting or not getting
- Experience greater ROI
- Experience improve search engine rankings due to better targeting
- Have a greater conversion rate both for the website as well as email marketing
Documented content marketing strategy means at every stage you know what you’re doing and where it is going to lead. With documentation comes vision and it also provides direction to those who join later on. Suppose from a small business you grow into a medium-sized business and from a medium-sized business, you grow into a bigger business and all along, you want to follow a consistent content marketing strategy. More people will come on board. How do they know what you have been doing so far and what sort of results you have been experiencing? If you have documentation, they can simply refer to it and come on the same page. They can know
- What are your business goals vis-a-vis your content marketing strategy
- What sort of brand story you have been building so far
- What sort of audience you are trying to reach and how you engage that audience
- What changes your fundamental content marketing has gone through
- What content distribution channels you have been using so far and which other channels you’re planning to target
- What workflows and processes your team is following
- What strategic changes your content marketing team has carried out according to the web analytics tools you use
- What sort of customer feedback you have received for your content marketing
Documented content marketing strategy of course takes time and investment because you are not only generating and distributing content, you are also documenting each and every step using a well-define system and if possible, even specialized tools.
60% businesses with a documented content marketing strategy consider themselves more effective compared to 32% who simply implement their strategy without maintaining written, step-by-step records (source).