These days everybody is talking about content marketing, or “brand journalism.” Organizations of any size, in any industry, are finding that content—and lots of it—is a must to attract, engage and remain top-of-mind with their audiences. These audiences can range from internal (employees) to external (prospects, customers, etc.).
Most organizations have content, and lots of it; many organizations have in-house staff to help create content. Communicators today, though, often find themselves dealing with the yin-yang of content management—they are both blessed and cursed by the proliferation of communication tools and outlets that they can use to reach their key audiences. Their workload is increasing, as are the expectations of senior leaders who want to see results, not vanity metrics (e.g., “likes,” followers and fans).
As you build your content marketing strategy for 2015 and beyond, here are some key missteps and best practices to keep in mind.
- Not tying your activities to your organization’s strategic plan. That plan—and its goals and objectives—should be your starting point for developing your content marketing plan. You need to consider how you will use content marketing to achieve the goals and objectives that are important to you and/or your organization and that are in alignment with your mission, vision, values and desired brand identity.
- Failing to use, or repurpose, existing content. There’s likely a lot of great content available to you that can be leveraged across online channels with minimal effort. Take advantage of that content!
- Focusing on quantity over quality. Having hundreds of thousands of followers or fans is only good if they represent your target audience and are truly engaged with your content. If they’re not,
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