I find myself frequently explaining the four steps to a content marketing campaign to clients, and even to friends who are curious about the buzz surrounding brand journalism (or what the hell I do all day). The breakdown below is simple, accurate and an effective formula for launching your first, or hundredth, content marketing campaign.
Skip this and you’re screwed. Your campaign should be part of an overarching content strategy which includes the following:
Your brand persona
Your company style guide
Your audience persona
Your goals for your readers (what will they get from your content?)
Your goals for your business (Common goals include brand awareness, relationship building, establishing thought leadership, SEO and lead generation. I always urge my clients to complement these big picture goals with concrete targets, such as how many views, clicks, or subscriptions you’d like your campaign to generate.)
Okay, now someone has to produce this content--the article, blog post, white paper, video, infographic or listical (I could go on!) that will educate your audience and align with your brand’s messaging. For many businesses, this is the most challenging part. Whether you decide to create the content in-house... Read more