How To Make a Better Case for Content Marketing in 2021

By  (contrib. Mojified Media)
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Make a better argument for content marketing as part of an integrated marketing strategy, not one-off campaigns – Content Marketing Institute.

It feels like we’ve been here before.

[Quickly checks archive.]

Ahhh, yes. We have.  We’ve built the business case for content marketing here.  And here. And here.

But here’s an interesting anecdotal tidbit for you. The overriding purpose behind establishing a content marketing strategy has changed as we round the bend of the third quarter of 2021.

So, first, let’s just call 2020 the “weirdness” – and go to 2019 for comparison to 2021.  In 2019, my consulting group helped 30-ish clients develop a business case and strategy for content as a function in the business. At least 25 (83%) were primarily focused on developing a better lead-generation engine. Four (13%) were focused on brand and purpose-driven strategies. And the remaining one (4%) was focused on loyalty and better customer experiences post-sale.

This year, we’ve worked with 20 companies so far. Fifteen (75%) have been focused on how content marketing can help enhance an . . . .