How to: Create strategic content

Nicola Ray, managing director at Modern Media, offers advice on the necessity of a good content marketing strategy 

There’s a perception that content marketing is easy, that generating ideas for content and then forming those ideas into written content that can be distributed, is easy. The truth is that not many marketers are thinking it through and making sure that what is produced is really fit for purpose.

According to recent research undertaken by the CMI, 70 per cent of marketing teams are going to up their content marketing budgets in the next 12 months; however, only 23 per cent are able to measure content's effectiveness. The question worth asking is: 'Why is there no clear plan or goal for a lot of the content that’s being produced?'