As you’re diving into 2019 and figuring out your marketing strategy, you may find yourself expanding your marketing budget. It is also important to allocate resources and money for new content.
However, your content marketing efforts should not be viewed as a separate undertaking from your marketing output. Rather, it should be part of your overall marketing. It is your marketing.
Organizations that implement integrated content marketing “prioritize personalization and the customer experience above internal competition and one-way, one-size-fits-all customer communication,” according to NewsCred.
They do this by creating a culture of collaboration.
The future is integrated
Marketing departments are changing. If you’re not integrating, you’re stagnating.
If you want to know how content marketing stacks up against more traditional tactics, or how content is playing a larger role in your marketing strategy, just look at the numbers:
- Compared to paid search advertising, content marketing delivers three times as many leads.
- The B2B marketers seeing the most success devote 40 percent of their total marketing spend to content marketing.
- By 2019, revenue from content marketing will top $300 billion.
Most marketing teams can agree that their main goal is to create leads for their company. Content marketing is effective in doing so, but it’s crucial that it be integrated throughout your marketing department. You need content to attract, engage and convert leads. You need to harness content through various means of outreach (social media, email marketing and content distribution).
Tapping into the full power of content marketing is a team effort.
Here are three important steps to bolster your content strategy:
Take the time to analyze and discern the best way to create content that is suited for your company’s specific needs and goals, whether you do that in-house or through an agency. See what you can budget and go from there.
If you can’t hire an in-house team, many agencies create a customizable plan that will help you reach your goals.
2. Include other departments.
Content should not begin and end with the marketing team.
Other departments, especially the sales team, will have valuable firsthand insights on ways to best appeal to and serve leads. Make sure you collaborate and include other teams in your marketing brainstorms so you can come away with the best topic ideas to center content on.
This will also make it easy for your sales team—and other departments within your company—to use the content you create.
3. Take some initiative.
Be open-minded and willing to try something new. Once you’ve completed steps one and two, viewing content marketing and marketing as one effort will soon be second nature. Then you’ll start to see how content can positively impact your entire company.
Integrated content marketing isn’t a new theory; rather it is how content marketing was always meant to naturally progress.
Julie Colborn is a Marketing Assistant for Influence & Co., a content marketing firm that specializes in helping companies showcase their expertise through thought leadership. A version of this article originally appeared on the Influence & Co. blog.