Two easy ways to start a content marketing plan.
When it comes to a company implementing a content marketing strategy, the words of Nike 'Just Do It' do not always apply. For some, I would say, "Don't Do It". Content is the rage and the buzz for social media, online marketing, and probably everything marketing. Having worked with a number of clients regarding their B2B marketing goals, naturally content is an issue. Yet some of my clients have more pressing issues to meet their objectives. In those cases, I propose to wait. As anything in marketing, chasing the buzz-word is not smart unless it gets the company closer to their goals.
I have not a posted a new blog entry due to lack of resources and time and more pressing priorities. That tends to be the case with many small to mid-size businesses. However, my clients do as I say, not as I do. If you do need to start a content strategy, two things I always recommend to get started:
1) Re-purpose: The best way to use content is to recycle and re-purpose. A unique article is not required for every blog article, newsletter, Twitter post, Facebook update, Press release, LinkedIn update, white paper, etc. Use one topic, write the article, then re-use the same information across all your content updates. Your customers and prospects will not be bothered by the repetition. Actually repetition is good to get your point across and break through. When I pose that idea to clients, it doesn't sound overwhelming.
2) Calendar: Create a calendar of topics going out as far out as possible. Brainstorm ideas with your employees then plan resources to write. I hired a writer to write content for my clients. We determine the topic. The professionals write. Write in advance if possible so articles are ready. When last minute pressing news comes up, adjust as needed. The key is you will always have a topic ready to go.
All authors know the difficulty of just starting with a blank piece of paper. Just do it. It will get easier.
What do you think?
Jackie
Posted by Jackie Kuehl at 8/9/2011 8:16 AM 
Categories: social media tactics, Marketing, twitter marketing, B2B marketing, marketing tips, marketing strategy and tactics, Marketing Tactics, LinkedIn, Marketing strategies
Tags: content marketing strategy marketing strategy marketing tips
Categories: social media tactics, Marketing, twitter marketing, B2B marketing, marketing tips, marketing strategy and tactics, Marketing Tactics, LinkedIn, Marketing strategies
Tags: content marketing strategy marketing strategy marketing tips
Nicely done, Jackie. It relates to MY first blog after my recent hiatus...its about content and frequency. Nothing else. I like how you have summarized the two points. (Do you offers to assist clients with blog objectives and content development? If its kept collaborative, it can be effective and a good revenue stream for the consultant! But you knew that...)
Reply to this
Yes Tom, usually I manage the content strategy for clients when they hire me as their 'marketing dept' so I'm always engaged in the process.
Reply to this
Point #2 resonates for me since I always maintain a pipeline of ideas or written posts that I plan out for later release. Content and frequency to Tom's point takes commitment, commitment builds Tribal credibility. Another element here which is a good starting point is to develop your company's market positioning statement. It serves as a double check for all content that you plan to post. Ask yourself, is the content on target to what you want to communicate?
Reply to this