The single most valuable content asset you can create for a brand is your content base. A content base is a piece of content that dominates your market landscape, towering above competitors to make your brand stand out. Create a content base A content base consists of one content type, built on one main platform, …
How to start implementing a content marketing strategy successfully. A marketer from Elkay asked this question in a workshop. It’s one of marketers’ Top 100 Questions on content marketing. If you’re just starting work on a new content marketing strategy, these blogs will help you succeed: How do you start formulating a content marketing …
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Build brand equity with audience-first content. A marketer from Capital One asked this question, one of the Top 100 Questions on content marketing. Let’s start by unpacking what is brand equity, a brand’s perceived value. It reflects: Customers’ experiences with your brand The meaning or purpose your brand brings to life for customers. How differentiated …
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A marketer from Capital One asked, “How big is the optimal publishing audience? Too much vs. too little?” It’s one of marketers’ Top 100 Questions on content marketing. To answer this question takes a judgment call. As you make this call for your brand, here’s what to consider. Balance audience size and engagement The audience …
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Get the whole team aboard To demonstrate the impact of content marketing, start by getting your executives and internal clients aboard the content marketing bandwagon. Take these steps: Convene decision-makers in a workshop Recruit marketing, sales, product managers, R&D, and executives to participate in a big-tent, hands-on workshop on content marketing. To get everyone on …