{"id":12346,"date":"2021-08-30T07:00:54","date_gmt":"2021-08-30T05:00:54","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=12346"},"modified":"2025-08-26T10:41:11","modified_gmt":"2025-08-26T08:41:11","slug":"whats-always-on-content-marketing","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/content-marketing-blog\/whats-always-on-content-marketing\/","title":{"rendered":"What’s Always-On Content Marketing?"},"content":{"rendered":"
\"DSM<\/div><\/div>

Do your content marketing campaigns not work? Your team or your agency outlines a message, you pick a favourite creative approach, and a paid media channel, and then hope that it will work? Then, you stop when you get all the learning as your budget runs out. This is the reason why always-on content marketing wins every single time. Each piece of content that you put out is a test. You learn every time you that publish and share. You optimise over time. And your goals will more probably be achieved<\/p>\n

As per the Content Marketing Institute (CMI), only 9% of B2B marketers are of the belief that their content strategy is efficient. Although most B2B small businesses make use of content marketing, most of them don\u2019t succeed at all. It\u2019s not only B2B businesses which fail. Failure comes from strategies which forgo always-on content marketing in favour of campaigns and other one-off efforts.<\/p>\n

A Lack Of A Strategy Is A Bullet Train To Failure<\/strong><\/h2>\n

The reality is that many marketers \u2014 and likely quite shamefully, many chief marketing<\/a> officers (CMOs) \u2014 underrate the importance of a carefully planned and well-documented content marketing strategy to assist with guiding each content producer.<\/p>\n

A content marketing strategy helps you to set as well as reach goals. Ideally, all marketing efforts should be bringing you one step closer towards your goal. However, mistaken efforts only lead to wastage of time, money as well as energy.<\/p>\n

For instance, you may be creating content for an audience who doesn\u2019t match your target market. Or you might be attempting to create content for very competitive keywords, while disregarding the low-hanging fruits which are more likely to produce results.<\/p>\n

A content marketing strategy assists you with defining your marketing goals as well as set priorities. It gives you the chance to plan your work and make sure that all marketing effort is goal-driven. With a documented content marketing strategy, you can ensure that every bit of effort put-in by your team translates into tangible results.<\/p>\n<\/div><\/div>