I asked 100 business people about their biggest question, right now. Most resounding answer: What’s the most efficient, cost-effective marketing strategy for me? Let me explain something that nobody else is talking about. Heeding this advice will save you a lot of money.
If you are currently asking this question, you need a strong content strategy. Or as I like to call it, a “scalable communication framework.”
I know, everybody else is saying Facebook ads, SEM, or SEO. But those are just pieces of the puzzle.
Here’s why you need to start at the beginning:
- Ensure strong “organic.” If you currently communicate through .com, Facebook, Instagram, Twitter, Pinterest, Snapchat, or email, a content strategy guarantees the most return out of your activity. Even while the reach of Business Pages decrease, your interactions are more impactful when you’re working off a content strategy (that you’ve developed after researching and testing the most emotionally resonant and effective way to speak with your audience).
- Test before you scale. A strategic plan for your organic content means you’re making the most of your short-term. There’s a learning curve to implementing a content strategy. Once you prove what works, then you amplify with paid tactics. This is the work that will get you a 3-5x return on your money once you are ready to scale.
- Leverage. This is really important. Your content strategy is the piece that aligns all of your owned, earned, and paid momentum for the least amount of effort. Once you are ready to scale by investing into the proper marketing systems for you (discovered in the content strategy work), you have a tool to leverage and communicate in a way that gets everybody moving in the same direction.
You know what really stinks? When your organic channels are doing one thing, and then your agency starts targeting Joe Schmo and the copy sounds completely different than the tone of voice you’ve been using. This is so counterproductive, it kills me. Your content strategy lays it all out: the way the creative is going to look and feel, photography guidelines, tone of voice, subject matter…the list goes. You use it to communicate with: your BOD, external agencies, contractors (writers, designers, photographers) and influencers, as you scale up your proven communication framework.
Questions? Book a call, we’ll talk.