Enterprise content marketing looks very different than for smaller brands. The term “enterprise” means a big business – usually with more than 1,000 employees. In such companies, running a website and generating content isn’t the sole preserve of one person or even one team. Like any other aspect of a business, it’s chunked up into smaller bitesize parts.
Developing an enterprise content strategy for such businesses is therefore critical. Not only does it help orchestrate the different teams toward specific goals, but it also allows businesses to shape industry perspectives and narratives. That could help generate leads, attract talent, engage customers, or provide thought leadership.
Little wonder many Fortune 5000 companies (and other large organizations) rely on enterprise content marketing to make an impact. Not posting content is no longer the norm.
In this post, we’ll explore essential strategies larger businesses should follow as they create their enterprise content management strategy – and warn about any pitfalls that can damage your company’s reputation.
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Enterprise Content Marketing Strategies
1. Determine your goals
Way before your company ever writes a word, you need to set goals. Like any other aspect of your business, content should have a purpose. That could be raising brand awareness, increasing engagement, boosting sales of a certain product line, educating customers, or building brand loyalty.
While having multiple goals is fine, don’t spread your effort too thin. Rather, logically order your goals – for example, raising brand awareness will be paramount if you’re entering a new market. However, as more customers learn about your brand, you pivot to increasing engagement or boosting your products before finally solidifying customer loyalty.
Doing so ensures your enterprise content strategy is coherent and goal-orientated.
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2. Build your own team
In most small- to mid-sized businesses, content marketing is managed either by the boss or a specific individual. They’re responsible for writing, editing, and publishing the content online. Sometimes, businesses can even get their staff to start penning articles during their spare work hours.
That raises the pressure on staff and doesn’t produce top-quality content. Enterprises have another option – build their own team. Professional writers and editors, graphic designers, and more all increase the quality assurance of your content.
3. Pick your core content format
Content comes in all shapes and sizes. While the “bread and butter” of enterprise content marketing is the blog post, it’s not the only form you’ll want to include in your enterprise content marketing strategy. Other different content formats include:
- How-to guides
- White papers
- Product descriptions
- eBooks
- Videos
Depending on the topic, you may pick a certain type of format over others. For example, a chocolate brownie recipe works best as a written blog post, whereas introducing a new cake mixer probably needs a video for the best results.
Creating a diverse collection of online content appeals to a wide range of people in your audience, increasing shares, engagement, and reach.
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4. Don’t make content for content’s sake
Too many businesses create content for the sake of it. Creators often pass this off as just “brand awareness.” Such a lack of metrics and results isn’t acceptable. Content should always be geared toward driving sales.
Look for key metrics like click-through rate, read times, bounce rate, site traffic, and product sales to determine if a particular enterprise content marketing management strategy yields results.
5. Hire outside expertise
Outsourcing isn’t a dirty word. While building your internal team is important, hiring professional expertise is one of the best aspects of enterprise content marketing. Where smaller businesses forge on alone, enterprises can rely on the industry’s top experts.
SEO or video marketing, for example, are two areas where hiring outside expertise can see bigger and better results. And it comes without the headache of onboarding and managing even more staff.
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6. Target evergreen topics
Evergreen topics are content ideas with staying power. Not news. Not fads. But a reliable way to continually generate traffic. The best evergreen topics are the tentpole concepts in your industry. That could mean writing the definitive guide on finding a mortgage for a bank or an introduction to running shoes for a sports company.
Target topics that maintain their relevance over time. If something changes, feel free to update the piece rather than starting from scratch.
7. Follow the buyer’s journey
Buyers don’t see one piece of content and immediately go buy your product or service. It takes time. In marketing, we call this the buyer’s journey. You should create content for each stage of this journey, funneling customers toward a sale.
- Early stage. Answers basic questions about a topic, introducing a product or service.
- Middle stage. Explain why a product or service is important in solving a problem.
- Late stage. Focus on why your specific product or service is better than your competition’s.8. Integrate SEO into all your content
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8. Integrate SEO into all of your content
SEO, or search engine optimization, is a critical goal of enterprise content marketing. Using keywords, generating backlinks, and writing engaging content will all drive your ranking in Google. That increases your authority on an issue and skyrockets traffic to your site. Every piece of content, from blog articles to product descriptions, should be search engine optimized.
9. Don’t just write for search engines; write for people
Never write solely to appease search engines – it won’t work. Google looks at user behavior and user experience to determine where your page should rank in the search results. If it scores poorly – no matter how many keywords you use – you won’t rank. That’s a fact. Focus on writing for the user rather than the search engine.
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10. Generate an upcoming content management strategy
Planning out your posts helps you stay organized. That’s particularly helpful for enterprises dealing with multiple teams and outside vendors. The most popular way to plan is to use a content marketing calendar. Here, you can plan post ideas, identify keywords, and decide when you’re going to post.
Publishing content regularly is also essential to staying ahead of your competition. Frequent posts indicate your business is active and up-to-date in your industry.
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