Scary Stories to Tell Your Marketing Friends

Content Strategy Marketing
Angie Carson

What’s scarier than blood-sucking vampires? Creating content without a strategy.

Creating content without a strategy is like Elm Street without Freddy Kruger, Halloween without Michael Myers or Carrie without the blood. 

We all know that content is the Jack Skellington of Halloweentown (aka the Pumpkin King), especially now as the pandemic has shifted customers increasingly online to find critical information about your business. And we also know that creating valuable, engaging content takes hard work. 

Content is not just content. It’s more than words on a page, a good photo or a compelling video. Behind every piece of content is really hard work. That work includes: 

  • Researching the topic
  • Working with experts to ensure you’re providing accurate information
  • Aligning the message with your marketing or business goals
  • Finding ways to connect your story with your customers

In addition to research, content often needs to provide important information to your audience and deliver measurable results. 

So spending all of your time to create a single post on Twitter or creating a lonely blog that doesn’t get shared is like running away from a zombie hoard and forgetting your crossbow.

Your content crossbow is strategy. After you create your content, you need to have a strategy so you can share your story in different ways on different platforms so your audience can engage with your business. This strategy ultimately is what drives your customers to trust your brand and buy your products or services. 

There are two parts to creating a successful content marketing strategy — whether you’re updating website content or you’re cranking out blog posts and social campaigns. Part one is substance and part two is process. 

The substance is your content. It’s the tangible aspect — the feeling behind your messages, the images that support it, and the actual content itself. The process is the maintenance, content calendars, resources and workflows that keep the content machine running. 

Often we focus on the substance side and crank out as much content as possible. It’s hard to focus on the process because it’s not as easy. Creating (and following) a content process sometimes requires organizational change or you don’t have enough resources to dedicate to creating a process. However, without that strategy, your content can only go so far. 

If you need another reason why it’s important to have a strategy behind your content, think of this: 

  • 51% of companies say updating old content has proven the most efficient [content marketing] tactic implemented. (SEMrush, 2019
  • 9 out of 10 consumers will buy from brands they follow on social. (HubSpot)
  • By 2025, 80% of B2B sales interactions will occur on digital channels. (HootSuite)

As you start to fill your content calendar for 2022, make sure to also plan your content process for a more strategic and effective content strategy. 

We recommend heeding these strategy tips or you may find yourself lost in the woods of content with no compass. And as we all know…that’s exactly how most horror movies start. 

Not sure where to get started? We have some resources to help: