Strategy is intrinsic to content marketing: You have to have a well-considered approach to the creation and distribution of valuable and relevant content to prospective customers.

That should be nothing new, but the criticality of having a documented content marketing strategy is.

Seems like common sense to put a content strategy and plan in writing, right? But, only 32% of B2B marketers say they have a documented content marketing strategy, and 48% say they have a strategy but it's not documented, according to research by the Content Marketing Institute and MarketingProfs.

Yet, "B2B content marketers who document their strategy are more effective in nearly all areas of content marketing, the research consistently shows," CMI and MarketingProfs affirm.

Digital and social marketing have amplified the need for a strategic approach to content. More content is floating around in more channels than ever before—exponentially more than when Bill Gates declared "content is king" nearly 20 years ago.

More Channels = More Content = More Complexity. It's that simple.

With ever more content being created and disseminated via ever-evolving distribution points, marketing is undergoing constant transformation. This increased complexity requires not only experienced content strategists but also a well-documented plan for marketing teams to communicate and follow. Sounds like common sense...

So, how do you build a content marketing strategy? Follow the following steps and repeat.

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image of Jennifer Smoldt

Jennifer Smoldt is a marketing consultant, copywriter, content strategist, and founder of Precision Marketing & Communications, where she helps companies discover and market their distinct differentiators.

LinkedIn: Jennifer Smoldt