Content marketing: Everyone is talking about it. Everyone is selling it. Few are doing it. And even fewer are doing it well.
That's the content marketing conundrum we're faced with today, said Adam Kmiec, senior director of social media and content at Walgreens, at the iMedia Brand Summit in Coronado, CA. The best content isn't necessarily what's getting the most eyes or accolades.
To truly tap into the power of content marketing, organizations need to be wired correctly. At Walgreens, these are the six building blocks that have set the stage for success, Kmiec said:
1. Understand and define the scope of your content: Think in terms of paid, owned, and shared media, as well as the platforms and technologies that will comprise your content.
2. Set a bar from which you will not compromise: Don't go halfway and stop. You will have wasted your effort entirely. Focus on content that is linked, liquid (i.e., available across all screens), and -- the hardest part -- loved.
3. Develop filters for focus: Dig deep into your brand's DNA and discover what you do and what you do well. Let the reality and legacy of your brand inform every piece of content you create.
4. Rewire your organizational... Read more