Content Strategy. A Key to Efficient AND Effective Marketing.
Too many times, marketers start a campaign plan without any content strategy. Usually, a campaign plan starts with content they ‘get’ or decide to develop. This approach can hamstring the plan and limit the ability to get the needed results. And, it’s simple enough to fix. First, start with a strategy to develop the right content.
You can get more content help from internal subject matter experts, and develop much better sequential campaign content if you define what audience, format, message, stage in the buyer’s journey and execution channel you will use for each piece of content. Before you start creating it!
be clear about audience
Make sure to define who you want to reach with the content. And make sure to include why you want to reach them. Be specific.
For example, ‘I would like to reach CFOs and Directors of Accounting at companies which have more than $50M in annual revenue who are struggling to keep up with the volume of invoices they receive.’
Have a framework
Provide some guidance on format of the content, keyword or topic ideas, and look and feel. If you have templates, all the better. Make it easy to provide what you need.
Do you have a creative brief template? This short, but important document can be the key to keeping you and your content provider on the same page!
decide how you'll use it
Share where you are going to promote the content, what key results you expect to achieve and how long you plan to keep the content in market. Because these are all factors that should be considered before any content is developed.