The Content Marketing Institute has released the results of its business-to-business content marketing survey. One of the major findings is that 48 percent of respondents said they do have a content marketing strategy, but it is not documented.
Whether you use content marketing to reach other businesses or to reach consumers, lacking proper documentation will lead to an ineffective strategy and eventually, you’ll stop seeing results.
What we Mean by Documentation
When we talk about strategy documentation, we mean a written plan that all team members can refer to. It should act as a sort of roadmap that details how you will use content marketing to promote your business. It should outline goals and your tactics for accomplishing them.
You should also take the time to document your efforts and results so over time you can recognise patterns and find what works best for your business.
The Problem with Failing to Document your Strategy
So, what’s the problem with skipping content marketing documentation?
Lack of Direction
Without a documented plan, it’s easy to lose sight of your strategic plan. You can get carried away with side projects or worse, forget what your goals are and what you are trying to accomplish. A documented plan will also help unify a team so everyone understands what the plan is and can refer back to it frequently.
No Coordinated Content
When you have a documented plan and approach for content marketing, each of your pieces can work together to help support your overall goals. You can more easily plan your topics, distribution channels, publication dates and social media promotion. When you don’t write your plan down, it’s hard to make sure every effort you put in contributes to a very focused plan.
Unintegrated Content Marketing Plan
Your content marketing plan should also support your overall online marketing strategy, and it’s hard to make that happen when you don’t document your plans. When you take the time to write down your strategy and define details and actions you will take, you can more easily make sure it meshes with your overall plan. You will also find more ways you can make content marketing support your online branding, which will help make all of your efforts more effective.
No Self Assessment
When you don’t have a record of what you have been doing, it’s difficult to assess your work. However, when you have a documented plan, you can look back and see what is working and what’s not. You’ll also be able to find new direction for your content marketing strategy and more easily determine how to develop your plan as you build a relationship with your market and solidify your online brand.
Documenting your content marketing strategy will help you avoid these problems, making it much more likely that your plan will bring beneficial marketing and business results.