Content Marketing Master Class Lesson 2: Start With the End
In our last Content Marketing Master Class article, I told you about Robert Rose, chief strategist for the Content Marketing Institute, and his address to the marketers gathered at the Content Marketing Master Class in New York City in November. As Rose put it, the fundamental patterns of marketing are changing, but marketers are not keeping up.
Those pattern changes have been spurred by the dramatic rise of content marketing as a powerful tool for reaching and compelling customers to act. The lessons at the master class are designed to help marketers close that gap and make the most of that tool.
The first article, "Lesson 1: Content Should Build Value." Looked at the first takeaway from that class. Here's the second:
Lesson 2. Start With the End in Mind
Rose suggested that content marketers begin with the end goal of building and retaining an audience in mind. What value could you offer an audience of potential customers that would attract them?
- An amazing resource center
- An emotional story
- A valuable experience
- The most useful tools available
With this in mind, marketers should create multiple lines of value/utility, generating campaign ROI, data, ROI, customer ROI, and business ROI with content marketing.
Rose cited Steve Jobs as someone who was (rightly) obsessed with the consumer value of a product. Rose played a video clip where Jobs demonstrates this thinking.
In the clip, Jobs says, “As we have tried to come up with a strategy and a vision for Apple it started with incredible benefits can we give to the customer — where can we take the customer. Not starting with, ‘Let’s sit down with the engineers and figure what awesome technology we have and how are we gonna market that. And I think that’s the right path to take.’”
Rose said that many times marketing thinks of what it wants to say to the world and tries to fit content marketing around that instead of thinking about the benefit and value we can offer the customer.
The solution? Making a cohesive content marketing strategy that provides value for the business and the customer and is tied to the business vision, said Rose. Create a vision for content marketing, not a campaign, formalize processes and responsibilities, and measure.