STRATEGY IS CRITICAL
Strategy represents where your business is headed. Getting there is execution. Strategy without execution is like a roadmap without a car.
Apply these best practices to your content marketing strategy and execution for long-term success.
A DOCUMENTED CONTENT MARKETING PLAN
You need the strongest and most clearly documented content marketing plan you can put together. Without one, your content creation activities are no more than boats bobbing on a sea.
Putting together a documented content marketing plan takes time and commitment. Once you get going, it's not that difficult though. The process is satisfying and the creative element is fun.
And it saves you time and wasted resources exponentially in the long run.
MONITOR THE COMPETITIVE LANDSCAPE
As an organization, you always want to be aware of what your competition is doing and how the marketplace is changing in response to customer need.
This also holds true from a content perspective. Look at what content your competitors are producing, and draw inspiration from the best practice you see. Pay attention to what isn't available and what content opportunities exist.
Being aware of your competitors is a sensible thing as long as it informs your own progress and doesn't get in your way. Build your business and your content assets with passion and focus. Monitor and learn from the competition but don't lose ground because you are looking over your shoulder too often or too long.
BE INTEGRATED IN YOUR APPROACH
Integrated content marketing is the practice of realizing your organization's goals in the marketplace through integrated content experiences that develop audience, build trust, and advance the bottom line over time.
Integrated content marketing is a key success criteria for client-focused organizations with a commitment to content development. It requires a content-first, marketing-first approach in every corner of your business.
Starting with the CEO, everyone in the company should understand and be ready to support all aspects of your content-first drive.
No-one is forcing your company to maintain a blog as part of your content marketing strategy. But not to blog consistently is a missed opportunity for your organization.
Why you should take a content-first approach to growing your business, and a news-first approach to developing your content.
Seven reasons why professional ghostwriting will benefit your organization.
Content marketer Mark Bornstein asks what's in store for webinar marketing in 2018.
Leverage the power of news in your content marketing, and provide value to your audience in tangible ways.
Too many marketers measure the effectiveness of initiatives only in terms of marketing metrics and miss the opportunity to connect it to overall business performance, says executive talent firm Korn Ferry.
Reframe your organization's approach to content. View content both as an infrastructure cost and as an asset that yields over time.
The process of content creation requires vision and organization. It requires investment and patience. And it requires consistency of approach
Once companies understand what they are spending on content, it's time to consider ways of driving efficiency from that investment.
Your content process should be a core component of your business marketing plan, not an afterthought. How well you "do content" can strongly influence the success trajectory of your business.
Marketers must understand the overwhelming upsides of developing trust over the long-term. The brands, the companies, and the people we most trust are the very individuals and organizations that we turn to when we have a need.
Is interactive content inherently more valuable than so-called passive content?
There are many commercial reasons for your organization to invest in content. Here are ten aspects to consider when making the business case .
Leveraging the full force of your communication channels, get your experts and your senior executives to speak up and contribute to industry discussions, whatever those topics may be.
What is the value proposition that separates you from the rest of the market? What do you do differently and better than everyone else?
Business leaders who adopt a content-first mindset will maximize their success.
Businesses that have open and robust conversations at the executive level around the cost of content and the role marketing content plays within the enterprise will create a stronger foundation for future success.
To achieve consistency in your blog output and to avoid "blogger heartache", you need a clear method. And at the heart of that method should be a simple document: your content brief.
CMOs need to think more like CEOs, and CEOs would do well to adopt a marketing-first approach.
One of the biggest pitfalls for content teams and their managers is the temptation to say yes to almost every request. It happens all the time.
Five tips to ensure your content is as editorially engaging as possible
CEO and CFO are in the CEO's office. "Why are we funneling so much money into content creation these days?" asks the CFO.
Asset managers should provide content to their clients that focuses on the bigger picture and doesn't simply repeat the news of the day. That's the advice of Richard Lander of CityWire.
There's no doubt blog posts are getting longer. But let's not forget economy of expression. What takes 1500 words to say at first pass can generally be condensed to 1000 words without over-diluting the content.
A building is defined by its style. In the same way, a piece of content has its uses but it is primarily remembered for the way it looks and feels.
There's a lot that goes into creating your content schedule, but don't make things more difficult than they need be. Remember the three R's - Refresh, Repurpose, Review - and you will stay in good shape.
Advertising used to be an accepted feature of modern life. Now adblockers and web browsers allow us to switch off, or significantly minimize, ad exposure. What has changed in recent decades? Why are we becoming ever less tolerant of, ever more desensitized to, ads?
Expressed well, opinion will lend an edge and appeal to your organization's content. Wherever you have an opportunity, take a stance.
As a marketing leader, you ultimately need to own the strategy, the creative and the execution. If your agencies went away tomorrow, would you be able to carry on regardless?
It's true that great advertising and great marketing are generally motivated by a brilliant idea, a stroke of genius if you will. But the actual execution of any project requires hard work.