According to the Content Marketing Institute, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Content should address the motivations and needs of the customer at various points of their process, says Zontee Hou of Media Volery, so that it strengthens their positive feelings about the brand, heightens their likelihood to convert, and increases their customer lifetime value.
It starts by building a strong business case that doesn’t just directly attack people, their teams, or their budgets.
Michael Brenner of Marketing Insiders says to answer the content marketing ROI question for your business, you need to build a solid case based on a deep understanding of your business. What is your business’ average marketing ROI and how can content marketing achieve a higher return? The answer comes down to understanding your content costs, usage, and performance.
From there, you have a few paths to building a solid business case that will allow you to reach new customers, engage them with your brand in a meaningful way, and then convert them to new sales and long-term relationships that provide real ROI.
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