Let’s get one thing straight… if you are new or not to marketing getting down to the basics makes for a strong case to the people you report to. Let me help you hit 5 key points to consider.
1. What are the Business Goals
Keep the corporate business goals close at hand when being delegated a content marketing strategy is important. Too often I hear people say “I want to go viral” or “I need to make a video” but I too need to make sure I understand your business goals. Once I have a grasp of this our collaboration becomes more on point. Content can serve different purposes within a company, and the best content marketing programs define the role of content beforehand, not after the fact.
2. Considering Strategy
Let’s talk focus. Why is this content to be created? Who is this content for? What call to action are we shooting for? Are we doing this for hard or soft ROI? These are the next meeting we will have as we consider the next steps. Ultimately when we go to create this visually we want to make sure this is all laid out. The architecture of your story telling eco-system is another key element here and we want to make sure your content is wrapped appropriately so your audience is engaged and make them want to share your content.
3. Time for Production
While this is the fun part for people like me, there are a lot of logistics involved. How many days do we have at any one location. Don’t forget to allocate time for b-roll. I repeat… don’t forget to allocate time for b-roll. If you want people to get tired of talking heads then schedule back to back interviews without b-roll. Nothing kills a video faster than not being able to cement the talking points with visual representation.
4. Amplification & Exposure
You must market your marketing. Let’s get serious just because you create amazing content doesn’t mean people will find you. More than likely your company isn’t able to go out on a limb and create content that shocks, so let’s get back to the basics… what is the amplification strategy. This is a multi-pronged approach including internal employee distribution to reaching out to influential bloggers to press releases. Know where your audience is online and focus on driving conversation with your content, as a matter of fact in the strategy part of the design it is great to know what pain points your customers have and address them in some way with the content without sounding like a propaganda piece of course.
Content isn’t inexpensive. It’s just different expensive. I always get asked about cost or “I have a budget of this” but let’s be honest good content is well thought out, well produced and measured. Measurement is the key to make sure you don’t make the same mistake twice, hone your content to address the shortcomings and keep your audience engaged and coming back for more. ROI comes in a lot of flavors, so be sure you know exactly what you are being measured on and get those analytics. Anything above and beyond that is the cream that might just surprise your supervisors on how well your content is performing.