- Who is your target market?
- What would they like to know in terms of your solution to their challenge? Remember the old saying – if you want to sell what Bill Smith buys you must look at the world through Bill Smith’s eyes.
- We are a cynical bunch so use data and cite sources.
- We are a time-pressed bunch so use bullet points and visuals and straightforward language so we don’t have to concentrate to get what you're saying.
- The quality of your resources is a direct reflection of the quality of your brand so take time to create resources of which you can be rightly proud. And please – check your spelling.
- Content Marketing is an ongoing process so try to find subjects that can be approached from many different angles. Try to take a new view – the same old same old is unlikely to be shared.
- Have you delivered your content in a medium that works for your target market? Don’t automatically create a lengthy white paper when you might have created a more palatable video.
- How does your target market find new content? Where and how are you going to promote your resources?
- What do you want your customers to do once they have read your content? What have you put in place to give them a reason to act in order to move them along in the purchasing process?
- Measure and Monitor your output and any results otherwise you are wasting time and – if outsourcing the function – money.
By the way there’s no coincidence that most of the above applies to all things marketing. A new shiny marketing label doesn’t negate the usual pragmatic marketing approach
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