Monthly Archives: August 2014

Identify the Right Content Formula

Content marketing is about helping your current and future customers solve an issue that’s important to them. To do this, your content needs to facilitate conversations among influencers, stakeholders, and decision makers, giving them the confidence to take the next step. If it doesn’t, your content marketing strategy will fail. (Or at the very least under-achieve its goal.) These three ...

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Understand Your Audience

• Develop customer personas. This is an effective ways to uncover who your target customers are, which helps identify what topics your content should be covering. Start by asking yourself and your sales stakeholders these questions: a. Who are our ideal prospects and customers? b. How do they go about making a buying decision? c. What are their questions? Pain ...

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Get Stakeholder Support

Content marketing is not a short-term affair; it’s a long-term commitment that requires continual collaboration and engagement to succeed. This means you’ll most likely need to sell the idea to the executive team, as well as other key people or departments within your organization. According to Ardath Albee of Marketing Interactions, “You need executive backing to fund and source a ...

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