Wanted: Content Marketing Skills


PictureContent marketing is an important digital strategy that has been gaining momentum among marketers and communicators, as original content has been more in demand in the past year. It became a trend to watch in the second half of 2011, with organizational goals moving away from simply creating brand awareness to becoming a tool for customer acquisition, thought leadership and web traffic. Consumers and clients want companies to provide value instead of simply being sold something. Content marketing is definitely on the rise in 2012 as marketers plan on spending more than a quarter of their budgets on it and 60% planning to increase their spend in the next year.

With 62% of marketers outsourcing at least a portion of their content marketing activities, this has become a key service for firms, freelancers and consultants to offer. Whether it is paying per blog post or for the development of the strategy, companies are seeking help. To develop a content marketing strategy, there are some things that should be considered:Stage in the buying cycle:

A visitor is on your site because there is a service they need. Consider the four stages of the buying cycle because the content provided at each stage will be different.

Content Mapping for Buying Cycle

Content Mapping

Source: LeadforMix
Multi-platformTo ensure that your content is reaching your target audiences, a 360 platform is necessary. There are various tactics to disseminate information but it’s distribution through various means and the engagement of the readers are aspects not to be forgotten. Are you engaging with consumers on social media? Adding value through your blog? Are you providing consistent and relevant information through e-newsletters?

The top 5 Tactics are:

  • Articles
  • Social Media
  • Blogs
  • eNewsletters
  • Case Studies


Planning and development of content, delegation, posting and engagement are all part of the creation of a content marketing strategy. When planning content, it is always good to consider: What is the purpose of my content? What is the call to action or what do I want my readers to gain from this?

Planning and development of content through editorial calendars and a content matrix organizes content management for the team and gives an overview of what is to be published so other tactics such as promotion can also be put in place. Delegation is necessary when deciding what person on the team is writing the content, posting and distributing it or managing comments and social media interaction.

Note: Statistics were gathered from the B2B Content Marketing: 2012 Benchmarks, Budgets and Trends report published by the Content Marketing Institute.