How Content Marketing Can Save Your Digital Marketing Strategy

By Robert Rose


In a television series, this would be the beginning of the episode where we bring you up to speed on early character development moments you may have missed.

If you’ve tuned into the Content Marketing Institute for any length of time, you are no doubt familiar with the importance we place on the idea of developing a documented, strategic plan. Each year in our research, we find that a cohesive, documented strategy is one thing that separates successful vs. unsuccessful content marketers.

In the 2018 B2B research, 62% of the most successful content marketers have a documented strategy vs. 16% of the least successful.

62% of the most successful #content marketers have a documented strategy via @cmicontent.
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One thing we’ve had to repeatedly clarify is that content marketing doesn’t simply replace your broader integrated marketing strategy. Many of the “content-marketing-is-dead” articles make the false assertion that we proposed businesses stop classic advertising, PR, cold calling, and all other forms of classic marketing in lieu of content marketing.


Content marketing is, and has always been, best served as an integrated infusion into a broader marketing strategy – a multiplier. Content marketing is the opportunity to make everything we do better.

#Contentmarketing is best used as a multiplier to a broader #marketing strategy, says @Robert_Rose.
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For many businesses, content marketing is but a small fraction of their overall integrated marketing, perhaps helping one aspect of a broader strategy. For other companies, it may be the vast majority of what they do. Your balance is uniquely yours as part of your strategy.

But, interestingly, I’ve started to see an increasingly larger opportunity for content marketers to play a true leadership role in that broader marketing strategy. Content marketing strategy can be the foundation for a nonexistent integrated digital …read more

Source:: content marketing

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