The importance of content in the marketing strategyContent is the mainstay of all marketing channels. Whether online or offline, what will effectively draw the attention of your

audience to your brand and will encourage them to accompany it are the content that has value for them.However, content marketing is not about writing good texts. This strategy is aimed at generating business opportunities, with content being the main tool to achieve this. In short, the strategy is made up of three pillars: buyer persona, purchase journey and channels.The buyer persona Saudi Arabia Email Database  is a character that represents your ideal client. Content should be produced based on your goals, challenges, and your buying journey (or sales funnel). They must then be published and promoted in the channels defined in the strategy.Notion of BrandingHas it ever happened to you that a prospect contacts your company and asks you what your business really does? If your answer is yes, this shows a branding failure .Check out the phrases below and see which of these you recognize:It gives you wingsI love itWhy can’t you eat just oneSurely, you can identify which products the most refer to, right? This happens because their brands are so strong that they managed to stay in people’s minds and when they come across these slogans they immediately think of Red Bull, McDonald’s and Lay’s.Therefore,

it is important that the contents also carry that identity so that the public can notice that it is about the company, regardless of the format used .Updated portal for businessThe content must be useful and informative for your audience, especially the formats that aim to appear in search engines, such as blog posts . However, they must also be aimed at leading the company that produces these materials to achieve a goal.Each content produced is a means of generating business opportunities. In the same way that a physical store has more opportunities to sell if it is located on a busy street, a blog or online channel that receives many visitors tends to generate more return.This becomes possible when content production is structured according to the stages of the sales funnel : attraction, consideration and decision .The attraction materials, as their name implies, have the purpose of bringing new users to the portal, while those of consideration are aimed at those who are in the middle of the funnel, that is, considering the ways to solve their problems. Finally, the decision contents present the products or services that bring that solution.Why produce content internally?Internal production is very advantageous and you will see the reason below.Benefits of internal productionThe first thing is precisely to know that the content marketing team has full knowledge about the company . This gives the assurance that the text produced will serve the business objectives,

will be written in the appropriate language in terms of branding and will also describe the products adequately when necessary.In addition, whenever there is any doubt, the contact to clarify them, because it is internal, is easier and more agile.Exclusive dedication is also another beneficial factor. As interesting as hiring freelance writers is to serve a large demand, not everyone has the same writing style and in-depth knowledge of the company.Disadvantages of in-house productionUnfortunately, not everything is flowers, the process has some disadvantages, which in reality are the consequence of a poorly structured content management process. Next, we want to show you 3 that deserve your attention.The first is the execution of the briefing, the person responsible for carrying out the briefing must be very precise. The document must contain all the information to make the content,

as this is essential to correctly produce the pieces.The second point refers to the lack of control of the tasks. Later we will explain how the content production workflow works and how all related tasks must be connected, since failure in one harms the other. For example: if a reviewer forgets to correct the writing, the final content will never be ready.Which by the way, the third and last point speaks precisely of the deadlines. Being late on a delivery hurts everyone involved. In addition, this delay will end up reaching the client’s vision of the equipment, and will interrupt the internal flow of content.Who should get involved in content production?Let’s now see which professionals are part of the content marketing team.Chief Content Officer

The content director must have deep knowledge of the entire process related to content production, being capable of executing any of its stages (which we will talk about later). However, that is not your primary role in this role.As a content manager, this professional needs to connect the dots between sales and marketing , define team goals, and ensure that content production is in line with the goals of the hiring company.

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