In the second of a series of articles focused on creating a content strategy, I discuss what kind of research you should conduct before moving onto the planning phase. Step 2- Research Before you start planning what kind of content [...]
Step 1- Setting goals and picking KPIs As with any marketing campaign, the first step in creating a content strategy is to set goals. Examples of these goals include: Generate leads- attract new prospects Qualify leads- check whether your prospects [...]
It sounds obvious, but if you want your content to gain traction once you’ve invested time and effort (and sometimes money) into its production, make sure you write about topics that your audience wants to read. So how do you [...]
Thought leadership is one of the most original types of content you can publish, and it should theoretically be one of the easiest. Thought leadership is content that comes straight from your in-house experts, such as the CEO or the [...]
I sometimes get the impression that clients think publishing a piece of content is like waving a magic wand. As soon as it appears on their website, their audience will flock to it. This may happen from time to time [...]
If you aren’t used to researching content ideas, it can be a time- consuming process. But as I explained in this blog post, you need to resist the temptation to resort to something quick and easy like a news review [...]
Before you create a piece of content, you have to ask yourself what form it should take. After all, there are loads to choose from. One of the best ways to answer this question is to think about where your [...]
Before you create a piece of content, it’s absolutely vital you know who you’re writing for. If you do, you’re more likely to produce content that catches their attention- an increasingly difficult proposition when you’re vying with social media and [...]
What are you trying to achieve with this content? Like any form of marketing, a goal establishes a foundation for the whole campaign. In the case of content marketing, it helps you choose the appropriate type of content and measure [...]