Content marketing campaigns make the most sense when buyers must purchase according to a set calendar cycle, for example, when people: Prepare to file and pay taxes. Participate in seasonal sports such as hunting, fishing and skiing. Enroll in a college or university. Have only 6 weeks to enroll in Affordable Care Act (ACA) healthcare …
Content marketing plays multiple roles to grow your business To measure content marketing in your business, take these 4 steps: Measure the value of content as a long-life asset. Be crystal-clear about the jobs you want the content to do. Define specific marketing goals for content to achieve. Align your content measurements with your marketing …
To clearly connect content marketing to revenue, take 4 steps: Prove the effectiveness of content marketing by ring-fencing one specific market where the only marketing is content marketing. Before you create any content, find out which content buyers need the most through buyer persona research. Point all rented, paid and earned content to the content …
To sustain momentum in content marketing: Understand what buyers need and want. Build an audience-centric content calendar. Add other people’s voices. 1. Understand what buyers need and want Content marketing is driven by the needs of your audience, not by the needs of your brand. That sounds simple but putting it into practice bedevils marketers. …
How to approach senior management to explain the focus needed When the advertising vs. content marketing debate surfaces, helps senior managers become self-aware about their own behaviors as consumers of marketing. When you discuss advertising vs. content marketing with senior managers, ask: Which marketing messages do you seek out? Which do you avoid? A roundabout …
How to create content users will share Create content that celebrates customers as heroes. Invite users to create content they want to share. Offer user-generated content (UGC) along the path to purchase. 1. Create content to celebrate customers Frame customer hero stories by using the hero’s journey, the story arc described by Joseph Campbell, to tell …