The difference between a hoarder and a collector is organization. The same holds true for the distinction between collateral creation and content marketing. Creating and posting piles of “stuff” online is not the same thing as cultivating and engaging an audience as a trusted expert and thought leader.
Having a strong content marketing strategy can improve the effectiveness of inbound marketing through all buying phases, from awareness through purchase, and increase overall brand equity. Answering the following questions should help guide your strategy successfully:
1. Who is my audience?
2. What can I offer that will interest my audience?
3. Does my offering tie back to the products/services I sell?
4. What is my brand voice/personality?
5. How will I distribute the content I create?
Having the answers helps bound what you should be creating, align content with your overall marketing and business objectives, and helps you manage a realistic delivery plan.
Sure, you may know a great deal about a range of subjects, but by focusing on a specific area, you can build credibility and provide meaningful value to an audience that is truly interested. Research what is of interest to the folks in your target audience. Do you have expertise to fill in knowledge gaps, answer questions, and offer guidance? Do you have controversial thoughts and ideas? Whether your content creation takes the form of videos, blogs, white papers, guides or whatnot, you should aim to create content that provides valuable insight and useful tools for your audience around your chosen topic. Every piece of content you produce should be of high quality and very relevant to your audience. That is what helps credential you as a trusted source and builds equity in your brand.
About the Author
Agnes Lamont is an accomplished marketer of IT products and a partner at Marketingsage, a PR and lead generation firm that specializes in marketing data storage, data management and enterprise software products. She can be reached by email at blog [at] marketingsage.net. Fellow marketers and IT professionals are invited to join her network on LinkedIn and to subscribe to this blog (see sidebar).