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A Content Strategy Leader's Road Map for Success in 2016 (and Beyond)

by Alyssa Drury  |  
May 9, 2016
  |  4,290 views

Content marketing is becoming more integral to organizational success every day.

Fully 88% of B2B marketers report that their organizations are using content marketing, and 76% plan to create more content than they did last year, but only 30% consider their content marketing effective, according to the 2016 B2B Content Marketing Benchmarks, Budgets and Trends report from MarketingProfs and Content Marketing Institute.

In short, content marketing is a high priority for many marketing organizations, but most are struggling with the strategies, processes, and technologies that help them succeed.

Content marketing—and the construction of a concerted strategy around it—is only going to get more advanced as 2016 progresses, leaving content strategy leaders with much room to grow and excel.

Here are the four things that content leaders should be most aware of regarding their content strategy this year and beyond.


1. Attributes Content Strategy Leaders Should Possess

The content strategy leader should be able to facilitate content alignment through centralized content assets and messaging, as well as ensure that those assets are widely available to the departments that need it (especially Sales).

Key characteristics or strengths necessary to succeed in a content strategy role:

  • Writing/detail-oriented: copywriting, editing, and content planning skills
  • Organized: able to manage multiple vendors, agencies, budgets, projects, and individuals
  • Analytical: strong data analysis and management skills
  • Leader: strong leadership, communication and presentation skills
  • Collaborative: able to coordinate and build consensus across the organization/departments
  • Flexible: comfortable being a change agent, managing multiple projects and interacting with multiple teams and executive levels

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Alyssa Drury is the content marketing manager at Seismic, a leading content automation solution provider.

Twitter: @alyssadrury

Linkedin: Alyssa Drury

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  • by Carlos Hidalgo Mon May 9, 2016 via web

    Alyssa: Thanks for the article and certainly there is a challenge with those who are creating content and I would submit that most content is created because that is what the content team is there for - to create content.

    One thing I believe that is overlooked here is the true understanding of the buyer/customer. You touch on it when you discuss the analytics, but often times that is too late as many may have missed their opportunity with a large part of their audience.

    I believe it is imperative that content marketers take the time to get insight into their buyers before they produce content. This is done by conducting interviews, analyzing data and conducting research into the buyers market. This is what will inform content creation and allow for content to be aligned to a buyers purchase path at both the individual and buying committee level.

  • by Alyssa Drury Mon May 9, 2016 via web

    Hi Carlos,
    Thank you for your feedback! I absolutely agree with you on the importance of understanding the buyer. Customer interviews, research reports and persona development are definitely an important part of content strategy; ideally content analytics are there to tweak the work you've already done to understand different buyers' needs and goals. This may have been an oversight in my post as I was thinking more from the POV of a content creator who has already done the detective work, but you're right in stating that such work is never really done.

  • by Gail Trudeau Mon May 9, 2016 via web

    Truly an excellent overview for Content Management success. I would add "Creativity" to the list of attributes of a Content Strategy Leader because creativity will help facilitate goals and challenges will be more widely resolved.

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