Content marketing strategy

 Why you need a content marketing strategy

At this point, it is probably already clear to you that the most important role in content marketing is the content itself.

In this context, we are constantly asked this question: "What is good content?"

What would you answer here?

After more than twelve years in this business, we believe that really good content can only be content that sells well. Because it offers readers the added value they need to make a safe and informed decision. That creates trust, and trust is the basis of every (customer) relationship.

Content must therefore “do a job”.

What is the job?

1. Generate awareness,
2. Attract customers,
3. Building trust,
4. Generate contacts (leads),
5. Create appointments for sales and
6. Help sales close customers.

In our opinion, any B2B content marketing strategy can be derived from these considerations.

When developing the strategy, we draw on the insights and experiences that we and other B2B marketers around the world have gained through the "They Ask, You Answer" philosophy.

Important KPIs in Content Marketing

In the B2B sector, the number of leads and, as a result, sales are certainly the most important metrics in marketing. 

To achieve good results, you need to keep an eye on the most important KPIs throughout the entire content marketing process: 

• Page views: How often was the page viewed? (Analytics)
• Bounce rate: The bounce rate expresses the visit to a single page on your website (Analytics) 
• Time spent: How long did someone stay on the respective page? (Analytics) 
• Average click-through rate (CTR): How many people saw your result in the search results and clicked further? (Google Search Console) 
• Average position: What is the average position of your page in the search results? (Google Search Console)
• Visits to Leads: How many of your visitors become new contacts? (Marketing Automation)
• Leads to Marketing Qualified Leads (MQLs): How many of your leads are suitable to become customers? (Marketing Automation)
• Marketing Qualified Leads to Sales Qualified Leads (SQLs): How many of your MQLs have an urgent problem and the budget to solve it? (Marketing Automation)
• Sales Qualified Leads to Customers: How many of these SQLs can you close? (Marketing Automation).

In 2008, Marcus was a simple swimming pool salesman who saved his business with content marketing. His success with content marketing became known first in the US and then around the world through his book " They Ask, You Answer" . 

Marcus Sheridan discovered how even small businesses can gain enormous attention by consistently answering customers' questions online and how companies can use this attention for lead generation and, as a result, customer acquisition. 

Marcus Sheridan’s content marketing strategy in brief: 

Answer all your customers’ questions on your website and other digital channels. 

Also answer the questions that others in the industry avoid ( The "Big 5" ): These are questions about costs, problems, comparisons, best lists, reviews

Answer the questions on the channels or with the media that your customers use and expect: blogs, videos, social media, etc.

Answer the questions openly and honestly, even if some people in your company have concerns.

I am 100 percent convinced that "They Ask, You Answer" is the best content marketing strategy for companies.

We also talk about the "Big 5" and the "They Ask, You Answer" content strategy in this episode of our podcast " No leads, no fun ":