Enterprise Inbound Marketing: Content Strategy

Content Strategy for the Enterprise

-Marketing your business and branding in today?s economy has evolved beyond the external images of an enterprise, product or service. Branding begins as an internal activity that embodies the very heart of an organization and resonates within the heart of the customer?it?s two-way communication that is open and creates value for you and the customer.

With a huge amount of marketing and messages for customers to navigate through and consider, it has become increasingly difficult for people to differentiate and distinguish commonality from innovation.

Successful enterprise inbound marketing professionals understand that inbound marketing is not intended to drive people into taking action. It allows buyers to find you, become ?attuned? to your brand and take action when they ?feel? ready to buy your product or service.

Here are some leading thoughts and best practices to help you market your business and build brand recognition.

Define mission and brand identity

Before implementing a enterprise inbound marketing strategy, first determine the mission you want to convey. This ensures that consistent forms of communication and that everyone on the team understands and communicates the message.

It is also essential to create a brand identity ?your core business competencies, values and corporate personality, to refer to when crafting any message.

Next, review your current marketing and sales efforts to help you develop an effective plan. ?Some questions to ask include:

• What are your company goals and what are you currently doing to reach them?
• What are the existing marketing and sales processes in place?
• What internal resources are available?

The information gleaned from the process will help you formulate a cohesive enterprise inbound marketing plan and evaluate the best inbound marketing methods.

Content strategy – You must create content and target content specifically toward a particular subject or comprehensive consumer training modules designed to attract and retain customers. High-quality content that ranks well in the search engines helps increase brand awareness and fills your lead funnel.

For both B2B and B2C inbound marketing campaigns, the most common objective for content marketing is to generate leads. To attract potential customers, it?s critical to create and distribute an array of content across multiple channels, such as:

• Blogs
• eBooks
• Videos
• Whitepapers
• Case studies

This content must contain a ?call to action? with a link to a relevant landing page where customers exchange their contact information to download educational material, premium content or a coupon.

Lead management ? Once you generate the leads, your enterprise inbound marketing? approach must? have a lead management? component for nurturing individuals who have shown an interest in your products or services to becoming qualified sales opportunities and then an actual customer. This is a process of implementing analytics, optimization and testing to convert the leads you have into customers.

Revenue performance management ? The sales and marketing function has to be in alignment, from targeting and buyer personas to methods and tools for evaluating, tracking and scoring leads on through the purchase path.

These revenue-based analytics include leads generated, conversion rate, loss rates, total cost per lead, customer life time values and other measurements to gauge?the effectiveness of your enterprise inbound marketing strategy.

Social media engagement ? Businesses can no longer rely on one-way communication, such as email, phone calls, direct mail, etc. Enterprise inbound marketing utilizes popular platforms like LinkedIn, Twitter, Facebook, and Google+ to take advantage of two-way engagement with customers.

Customers not only use social media to share, but to talk about your products and services.?Companies must keep a pulse on the concerns of customers and show that they care.

For more information on how to create an enterprise-level content plan, download our free ebook:






Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, PPC campaigns and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media?allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.