Do you need a fractional content director?

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Before we get started, let’s define content marketing.

Content marketing is publishing material online to attract (qualified) leads to your business. You’re already doing this – even if you aren’t fully aware you are.

Social media depends on content. Podcasts and videos depend on content. Blogs and other articles? Content. Emails? Opt-ins for your lead generation? Again, content.

Creation is only one step though – and ideally not the first step in the process.

A content director creates the strategies for you to tell the right story with your content, and to distribute that story in the way that best resonates with your audience.

Content is king, but distribution is queen and she wears the pants.  It’s not nearly enough to create a good piece of content. You have to understand how content spreads across the web.Jonathan Perelman

A fractional content director will work with your business in retainer, customizing their process to precisely what you need at the moment – and helping you create a plan for scale. They may help you create a marketing team, or train and mentor your existing team. (You may see this work called a fractional CCO or fractional Chief Content Officer.)

Why do you need a content director?

Most companies create a lot of content. Few leverage that content.

Leveraging your content looks like:

  • having consistent underlying themes that relate to your audience’s pain points and direct them to an appropriate free or paid resource
  • having processes to repurpose what you’ve created and recenter them in different learning styles
  • distributing content in relation to how people learn so your audience can actually absorb your material
  • creating SEO-rich resources to strengthen your long-term foundation for growth
    • According to HubSpot, 85.19% of all blog traffic comes from organic search. If your content isn’t SEO-friendly, you’re leaking time and profits.
  • looking at current audience trends and tweaking content + strategy to match your audience’s needs

According to Kurve, your audience must engage with at least 3-7 pieces of content before considering being ready to convert. Your lead time can be optimized to help your audience understand if you can help them and pull the trigger faster with the right story and strategy.

Why do you need a fractional content director?

Match your needs.

You may not need a full-time content director. If you have an existing marketing team, you may only need someone to create the initial strategies and help your team set them in motion. Or you may simply need support for a particular campaign.

Create flexibility for scale.

Fractional support helps you increase or decrease as needed. For example, if your business runs particular product launches at set times a year, you’ll need extra support before and during the launch.

Gain access to new specialties.

Bringing in fractional help gives you access to different strengths and specialties that you may need all year long. For example, I specialize in two things:

  1. Circular Objection Funnels™
    • This circular campaign meets your audience where they are, leading through them each of their most common objections and resolving them before they talk to your sales team.
  2. The Book to Booked™ Process
    • Write, publish, and launch the book that takes your audience from curious to ready to invest.

Do you want to be known as a thought leader in your industry? You need a strong content marketing strategy to help you become memorable, relatable, and more profitable.

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