The content revolution can best be characterized as a never-ending tsunami. With so much content being created and so many new channels through which to distribute it, audiences are inundated. As a result, consumers are becoming much more selective about where they find content, what they read, and how much they can absorb. Which means that, if they’re to have an impact, content creators need to be that much more careful about what content they produce, where and how they distribute it, and how they package it.
That’s why the best and most effective content today is marketed and the best and most effective content marketing is strategic. Here are a few things to think about when you’re developing that content marketing strategy.
If you can’t break news, make news
While it’s still important to let consumers and clients know you’ve released a new product, hired a new executive, or closed a big deal, that’s not the sort of content that builds relationships. It conveys information, but, unlike good data, that information can’t be converted into broader knowledge of an issue. And surveys by groups such as The Content Council show that consumers are delighted to receive content from companies and brands—even if it’s “branded content”—as long as it’s useful information that enhances their knowledge base and helps them do their jobs better or go about their lives more productively.
For example, one of our clients, Vantiv, is a payments-processing company that works with merchants and financial institutions that commissions four surveys each year—talking to both consumers and executives about such topics as mobile banking, e-commerce, credit and debit card security, and the like. They then use the data from those surveys to craft white papers, webinars, blog posts,...
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