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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.

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.

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.