Your tactical content strategy should only emerge after you’ve articulated your business goals and are crystal clear on the audience(s) you plan to reach.
Surprisingly often, people undertake content creation without doing either of these things. [Read more…]
Unless you’re the subject matter expert and the marketer too, chances are you’ll be seeking contributions from other internal experts to form the nucleus of the content for your content marketing program.
Depending on how far along your organization is on the content marketing adoption continuum, you may experience differing levels of enthusiasm among staff when it comes to helping you create content. [Read more…]
When we think about hero content, we generally think about a key asset that comprehensively addresses a theme. Your themes will usually cascade from your business challenges, as they will represent the areas you must address in order to make the needle move. [Read more…]
Once you have documented the business challenges you must overcome to be successful, you need to specifically define who the target audience will be for your campaign.
This is a critical step for several reasons. [Read more…]
Before you begin to scope out your content marketing plan or even define your goals, you must spend some time exploring and documenting the business challenges that you plan to address with your program.
These challenges should be the driving force behind your content themes. They will also give you a variety of pathways and ideas for developing content. [Read more…]