Are you a part of the 59% of B2B content marketers that do not have a documented content strategy?
Annual research consistently shows that a documented content strategy is a key indicator of content marketing success. Yet, 59% of B2B content marketers do not have a documented content strategy. (Content Marketing Institute’s, B2B Content Marketing 2020 Benchmarks, Budgets, and Trends — North America)
Why is having a documented content strategy so critical?
It’s a simple fact that when your customers are presented with unclear, inconsistent, or confusing marketing messages, they intuitively say “no,” and move on.
Without having a documented content strategy, your marketing messages will inevitably be inconsistent over the course of your marketing campaign. These messaging inconsistencies will cause you to only make a series of first-time impressions rather than the several consistent impressions which are needed to achieve your marketing objectives. These inconsistencies cost you lots of money in reduced marketing efficiency and effectiveness.
You want messaging that is clear, focused, consistent and persistent. However, creating consistent selling statements throughout your marketing campaign can be challenging. Especially when you are continually under the gun to produce new marketing collateral ASAP.
The solution is a Key Message Copy Platform.
A Key Message Copy Platform is a comprehensive document that contains all relevant marketing and selling statements about a product or service. Its purpose is to serve as the “master message document” from which you can spin off all your essential marketing pieces.