Strategic Content Marketing: 5 Keys to a Plan That Pays Off
3. Remain Agile
With a solid content strategy, an organization can be more agile and strategically opportunistic in identifying great content. This means being prepared and understanding the difference between on-strategy content and just making stuff.
We ran into this issue recently with a client: The team was at an international trade show and we knew some key customers would be in attendance. Our team worked to orchestrate potential content opportunities in advance. We were looking for moments of meaningful dialog and insight—interactions with customers. We captured a great three-way discussion between one of our client's best customers and the editor of the industry's leading trade journal. Because we were prepared and opportunistic, the client has a great piece of relevant content.
4. Make the Right Investments
Effective content marketing is only possible with the right resources in place. A team should be designated that can share the responsibility of creating content. Consider an outside agency to partner with your internal team. Content marketing requires a depth of resources.
You should also implement quality assurance and messaging consistency review processes, but mandate quick approvals to keep content timely. You must also hold your team accountable. Making content creation a priority adds a new level of responsibility. Just as content marketing is changing the way we do business, we must re-shape our teams to do it right.
5. Spark Action
It's crucial to evaluate how your content will motivate the audience to take action. Effective content marketing doesn't sell—it educates and assists. We want the audience to reexamine their approach and thinking. We want to produce "ah-ha" moments for our customers. This is how you open the door and build relationships that boost sales opportunities.
Don't be shy about sharing your content. Readers become invested in the end result when you help them understand a complicated topic or provide great insights. At the end of the day, they'll either view you as a reputable and valued source of information, or they'll turn to you for your help and expertise.
Matt Daly is VP of Client Solutions with JPL, a full-service, integrated, marketing agency. Daly provides strategic counsel to C-suite executives on building their brand and improving the effectiveness of their marketing efforts. JPL delivers strategic thinking and creative execution across a full range of services that include brand, digital, integrated marketing and internal communications.