3 Keys to a Highly-Effective Content Marketing Strategy

Covid-19 has significantly changed business-to-business marketing plans. As Forrester noted recently, "It's more than a combination of discrete trends such as rising bounce rates, declining open rates, or increasing churn; it's that buyers now expect a fundamentally different relationship with your company." Consequently, creating compelling, relevant and consistent content is a highly effective way to attract and retain your audience's attention, gain their trust, and, ultimately, to convert them to customers.

In a world full of false advertising and eroding trust, content marketing should be at the heart of any digital marketing strategy. It's the foundation of all digital marketing channels, including SEO, public relations, social media and traffic generation. According to Hubspot, 70% of marketers are actively investing in content marketing in 2020. Rather than trying to directly sell  your products or services, you are offering useful, relevant content to your prospects and customers to help them overcome their challenges. So then, the focus is on content – be it in the form of infographics, YouTube videos, whitepapers, webpages or information in other formats.