The Content Creation Blog
As a marketer, you are used to making decisions based on data—you have it at your fingertips; it would be foolish not to. You identify a need or topic based on user input or keyword research, SEO, writing best practices (which is all based on data), and more. Then you write the article, publish it, and review the analytics to see if it was successful.
Content strategy is often talked about in terms of tactics, such as how one may use content strategy with SEO, or content strategy with a blog. But content strategy is more than tactics. It is more than SEO, and it definitely not a blog. Content strategy is a plan.
Modern day marketers are overwhelmed with marketing metrics. Metrics like bounce rate, exit rates, engagement rates, share rates, and the list goes on. Sure, these metrics serve a purpose but too often they are being used as a way to measure the digital marketing efforts as a whole leaving top executives upset because bounce rate does not directly equal money.
Many business-to-business websites have adopted blogging as their first tactic to frequently published content for their audience to read and share. These first steps tend to generate fear or a sense of uncertainty and raise a lot of questions about how to do it best. Especially when it comes to measuring the impact of content.