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If you’re in business, I’m sure you’ve been introduced to the concept of content marketing. Experts have advised businesses to produce content for quite some time now for search engine optimization, branding, lead generation and engagement, to name just a few of the many reasons.
Content marketing can be powerful, if done properly. It is more than simply broadcasting content. You may achieve some SEO benefits without a strategy, but that’s about it. Each piece of content should support your company’s message, but also help drive interest in your product or service. Without a proper strategy in place, you’re probably underachieving.
In a proper content marketing strategy, integration and support are the key ingredients. This strategy requires a meeting of the minds on a regular basis. It should include your marketing department, PR department, any content production team, as well as key management. I find including key management to be invaluable for drawing out ideas and developments that should perhaps be better known. And having the entire team as part of the meeting tends to produce much better results as far as ideas that really work. Topics of discussion should be centered on the following:
Content marketing includes marketing collateral, case studies, white papers, press releases, social media, blog articles and articles for trade magazines. It encompasses any conferences your company will be involved in, as well as product and service offerings now, and in the near future.
This is how a comprehensive content marketing strategy looks:
There are many articles out there on topics such as “Easy Ways to Generate Blog Ideas,” or “How to Get Engagement on Social Media.” While many have some great best practice tips and can be useful, content marketing works best with a fully integrated approach with all of the pieces in place. Develop a strategy. Include everyone. And execute on that strategy. With each piece of the puzzle in place working together, it should leads to more success while expending less effort.