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This article focuses on the tangible, proactive steps you as a marketing leader need to take to make value-based content marketing a reality in your organization. Content marketing is all about an organization’s understanding of the customer. If you know your customer, great things can happen. Knowing your customers’deep-rooted wants and needs gives you the opportunity to create not only a sexy content marketing campaign, but one that actually changes behavior.
New-Loong's definition of the content marketing: Content marketing is relevant and valuable information delivered by a company to a targeted audience with the purpose of changing or fostering a behavior. It’s the relevant and valuable that is so important to making content work. It’s what tells your customer that you understand their needs and want to have a relationship with them.
To make this happen, there are eight important things you can do now:
1. Dedicate editorial resources. Dedicate one person or group to the editorial content you create. Whether this is an internal communications specialist or a contracted team of experts, your organization must have a focus on creating great content for customers and prospects. You need a person on your team who knows their role … great content at all costs.
2. Make internal a priority. Almost all content marketing articles and discussions revolve around externally based content programs. Yes, talking to our customers and prospects in a way that values them is of utmost importance, but often we forget about the stakeholders that can have the greatest overall affect on our brand – employees. Be sure you set up long-term, consistent internal communications programs. Samples would be internal newsletters, forums, blogs and other employee communities.
3. Invest in design. Nothing can discourage a customer more from reading your material than bad packaging. Be sure to use designers who have a solid understanding of user behaviors, likes and dislikes. Show your contents can be Accessibility and Usability .
4. Don’t feel obligated to have all your great content on your main domain. Feel free to experiment on new domains and vertical portals. Not only do Internet users freely tolerate online experimentation, but you’ll be able to make greater impact on a microsite by wrapping it with only relevant and useful information on the topic. |
