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 that you can put together.
View it as a living document whose existence is vital. In its absence, your content creation activities are no more than boats bobbing on a sea without clear direction or purpose.
Putting together a documented content marketing plan takes time and commitment. Once you get going, however, it's not that difficult. The process is satisfying and the creative element is fun.
And it saves you time and wasted resources exponentially over the medium to long term.
MONITOR THE COMPETITIVE LANDSCAPE
As an organization, you always want to be aware of what your competition is doing in terms of products and services and how the marketplace is changing in response to customer need.
This holds equally true from a content perspective. Look at what content your competitors are producing, and draw inspiration from the best practice you encounter. By the same token, 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.
DON'T FORGET EMAIL
For most organizations, email is a key element of a successful marketing plan. Email is great for building trust and engagement with your target audience. Neglect it at your peril.
Robustly integrating email into your content marketing plan is a recipe for success. And although it is easy to do email poorly, doing email well is not as hard as it may seem.
There are many commercial reasons for your organization to invest in content. Here are ten aspects to consider when making the business case .
We don’t expect infographics to die off but we do expect them to become better integrated into the content that surrounds them.
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.
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.
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.
Leaders who adopt a content-first mindset will maximize their success.
Once companies understand what they are spending on content, it's time to consider ways of driving efficiency from that investment.
Content marketer Mark Bornstein asks what's in store for webinar marketing in 2018.
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.
Leverage the power of news in your content marketing, and provide value to your audience in tangible ways.
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
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.
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.
The process of content creation requires vision and organization. It requires investment and patience. And it requires consistency of approach
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.
Marketers everywhere should consider what Larry Fink's exhortations may mean for their long-term marketing strategies.
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.
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.
Reframe your organization's approach to content. View content both as an infrastructure cost and as an asset that yields over time.
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.
What is the value proposition that separates you from the rest of the market? What do you do differently and better than everyone else?
Expressed well, opinion will lend an edge and appeal to your organization's content. Wherever you have an opportunity, take a stance.
How you build your plan is dependent on numerous factors - the size and structure of your company, your comfort level with content creation, and the degree to which you are invested in content marketing as a practice.
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.
Why you should take a content-first approach to growing your business, and a news-first approach to developing your content.
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?
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?