Originally published May 19, 2022 , updated on January 20, 2023

Content marketing should be a part of every brand’s marketing agenda, whether you are a big or a small business. While text on a page may seem simple, many business owners underestimate how crucial a strategy is to their success. Content strategy services can help plan carefully researched and well-written copy to make your business shine. 

Content strategy services essentially build the blueprint for your brand’s message and how it will be crafted and delivered. A content marketing agency will use careful planning to answer questions about your strategy. These questions might include:

• What types of publications do we want to release? 
• Where will the creations be published?
• What brand voice will be used across all the relevant channels? 
• Which audiences do we want to speak to?
• What is the objective of the copy?

Having a strategy is setting a goal and plan of action to achieve that objective. Having one helps your team become more effective at content marketing, which will reap many benefits for your business. This is what a content strategy agency will help your business achieve. 

Content Strategy Services Help You Define and Aim for Goals

There is a saying that “a plan without a goal is just a wish”. Well, don’t wish for the best when it comes to your marketing plan. A digital strategy expert will help you with a host of efforts to bring you closer to your goals. 

For starters, a content strategy agency knows that all copy created needs to be done with your ideal target audience in mind. Copy also needs to be inclusive of your tailored keywords to be competitive. A strategist will help set priorities for your goals and set forth a path on how to achieve them. When you have a clear path ahead of you, making progress is as simple as taking the next step forward. Results can then be measured to see how close you came to achieving your goals. This brings us to our next point. 

Measure Progress and Track KPIs

A marketing agency knows that there is no good content strategy without a measuring one. So to start with, you need to know what you want to achieve. Your goals will inform the key performance indicators that your agency will intend on reaching for you. Some of the most important indicators to track include website traffic and engagement. Find out more about which KPIs your business needs to focus on depending on your objectives. 

For example, if your goal with your copy is to drive more leads, then some of the metrics to be focused on may include your click-through rate, cost per lead, number of downloads, and actual viable leads collected from any given campaign. A digital strategy expert will measure these each month and compare them. This is the easiest way to identify what is working and what isn’t. Your strategy can then be adjusted accordingly so that your business sees tangible results. 

Like most things in life, there is always room for improvement. A content strategy agency will never stop measuring your results. With the ultimate goal of business growth in mind, an agency will constantly tweak and streamline your strategy to match trends, audience needs, and boost your online presence. 

Identify New Opportunities

Content creation is a never-ending process. Now, that might sound rather dull to you, but it means there are fantastic opportunities out there for your brand to seize around new and exciting topics. A content marketing agency offers a team of individuals to brainstorm and breathe new life into your strategy and copy. 

An agency can identify new audiences you may not already be talking to. It will closely monitor news and trends and make sure that your finger is on the pulse of what’s out there. You’ll benefit from a highly-coordinated effort to discover opportunities your brand can use to boost its publications and information. Fresh information means new and returning eyes on your copy. Outperform the competition by showing your consumers that you are a brand that thinks about what it publishes, puts effort into releasing the best copy, and stays in the know of industry trends. 

Streamline Your Marketing Team

Marketing without a plan is like shooting in the dark. It’s near impossible to hit your target and may even be damaging to your brand to even try. Using content strategy services sets a degree of accountability for all the team players involved and shines a light on your intended audience. You’ll benefit from a team that understands its role and purpose and knows exactly what to deliver and when. 

An agency will provide your business and your employees with an actionable plan. This will range from the logistics of the creation itself, to how much needs to be produced, where it needs to feature, and how it can be repurposed. 

This formal plan is an excellent driver of action for your team. It helps establish deadlines and performance indicators so that your marketing team feels guided in their work output. We’re certain you’ll enjoy a more productive team when you have a content strategy agency on your side. 

Drive Conversions and Sales

The final goal of an ideal plan is to drive conversions and lead consumers to a purchase decision. Having a strategy sets the guidelines on how to achieve this. Using tactics such as defining your target audience, brand voice, copy style, and platforms to use an agency will establish what copy to create. It will also effectively help your business distribute and promote these publications so you’ll leverage the maximum potential from any creations. 

How to Find a Content Marketing Agency

Just like having a great plan for your publications, you need to take a little time to find the ideal agency to suit your business needs. Make sure you can see a real return on investment from your marketing efforts by hiring a world-class agency. Goodman Lantern has compiled a list of what to look out for when searching for an effective content marketing agency. 

Doing your due diligence to investigate if an agency has good reviews, can deliver timeously, and has expertise in writing and SEO will all go a long way to making sure you get the best content marketing strategy.

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