Regardless of industry or niche, nearly all B2B marketers—91% to be exact—are focused on leveraging content marketing to reach, resonate and inspire audience action. But budget and resource constraints and lofty lead generation goals—not to mention increasing buyer numbness to marketing messages and the extinction of organic visibility on social media—means you have to get scrappy when designing a content marketing strategy that drives toward business goals.
Oftentimes, this leads brands and marketers to focus on content marketing campaigns to quickly generate buzz, spike awareness and foster audience engagement. However, in our experience, campaigns alone will not help you reach your short- and long-term marketing goals.
Why? They’re simply not sustainable. Campaigns create spikes in activity that can quickly die out if there’s not a significant investment in ongoing promotion—specifically paid promotion.
But does that mean it’s time to drop campaigns from your marketing mix? Absolutely not. Quite the opposite, actually.
Campaigns should be intertwined with an overall, always-on strategy to create marketing harmony and get the ultimate value out of all your efforts. Below I highlight a few reasons why.
#1 – Integration enhances your nurturing capabilities.
Content marketing aims to create multiple touchpoints with your audience whenever and wherever they’re searching—and wherever they may be in the funnel.
Campaigns can absolutely drive valuable spikes in traffic, engagement, or conversions, as well as help you target specific audiences or verticals. But you need to be able to nurture the audience you’ve built beyond the confines of the campaign—otherwise you’re not only wasting your budget, but also leaving longer-term value and opportunity on the table.
By building campaigns as part of your overall strategy, you can nurture your audience or leads more effectively, as well as enhance the buyer’s journey.
By building campaigns as part of your overall #ContentMarketingStrategy, you can nurture your audience or leads more effectively, as well as enhance the journey. – @Alexis5484 Click To Tweet
#2 – Integration…
