How Documentation Helps Content Marketing
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The aforementioned infograph depicts all the elements involved in content marketing. None of these aspects would be effective, though, without effective documentation. Documenting your strategy could be the secret to making your content marketing more effective. This is the point brought out by the Content Marketing Institute in its latest research on B2B content marketing. While 93% of B2B owners consider this as an integral element of their digital marketing, not many document the steps they take.
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The importance of documentation was revealed in the aforementioned research by the Content Marketing Institute which stated that of the B2B business owners surveyed, 60% of those who documented their strategy were sure of its effectiveness, while only 32% of B2B owners who did not have a documented strategy were sure of its effectiveness. Only 35% of the surveyed business owners had a documented strategy through. Clearly, the factor that contributes to success can be argued to be documentation.
ADVANTAGES OF A DOCUMENTED STRATEGY Now how does having a documented or formal strategy help? Effective Planning and Clearly Set Goals Plan
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Produce
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Engage
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First of all, it helps you to think through and plan everything, including the finer details. While documenting, you can consider every opportunity and every problem that could possibly occur which could help you plan better. Better planning would obviously ensure the loose ends are tied and the faults ironed out.
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Another vital advantage of documentation is that it helps you to clearly set goals. And if you don’t achieve those goals you can hold yourself accountable. This makes you more driven to success and keeps you from losing track. You won’t easily get off course with a formal, documented plan. With an informal plan though, there are possibilities for you to stray from your core strategy. Efficient Tracking and Communication A documented strategy can also be tracked effectively. A content marketing campaign needs to be tracked to ensure efficiency. Sometimes you’ll have to make adjustments when the need arises. A documented strategy can help you do that without losing track. You can also clearly identify the areas that need to be changed. A documented plan can also help communicate your goals and ideals to someone else who may have to take over from you in carrying out the marketing for B2B. You can also bring in other staff from your company to help with some areas of the strategy.
HOW TO DOCUMENT YOUR STRATEGY Small businesses don’t need to engineer elaborate documentation, but they need a few critical points that must be absolutely included for the strategy to be successful.
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Identifying Business Goals and Challenges It is important to include the business goals you wish to attain with your strategy. You must also document the challenges you expect to crop up and those you are already fighting. Understanding your Brand and Target Audience Next, you need to define what your brand is about, what it stands for and how you wish people to perceive it. Then you must identify who your target audience is and how you wish to engage them. In connection with this you need to figure out the content distribution channels that you plan to utilize, the social media platforms that you wish to prioritize, etc.
Budget and Overall Business Model Most importantly, you must document how you intend to set apart your budget for the strategy. How will you allocate it to the distribution channels? This is where you need to decide whether you will do content marketing in-house or outsource. Finally, you need to document how your strategy would fit into your overall business model.
With these points clearly defined, it is harder for you to go wrong or lose track with the marketing strategy for your B2B business.
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