Monthly Archives: July 2012

Building Your Content Marketing Strategy

Before you start off with content marketing, you need to put together your content strategy. Your content strategy depends on various factors: the industry you are in, the audience you are targeting and your strengths (both as a business and as a content creator/manager).

As I wrote in this post on the Search Engine People blog, your content strategy should answer these questions:

  1. What are the objectives of your content marketing program?
  2. Who is your audience?
  3. What kind of topics will you cover?
  4. What forms of content will you use – text, video, pictures, podcasts?
  5. Where will you publish this content – on your website, your blog, on a popular industry blog, your social media pages, industry forums?
  6. How will you create this content?

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An Introduction to Content Marketing

I call myself “the marketer who doesn’t like advertising.” Advertising is intrusive, and no longer necessary. Content marketing existed even before the internet, but the internet makes it easier to do business and make money merely by making it easier for people to find the goods and services they are looking for.

The content marketer has various tools in her arsenal: including social networking, link-building, social media, optimizing content for search engine visibility, and of course, the relatively old-school tools, email and websites. The savvy online marketer today uses these tools for what’s increasingly called inbound marketing: a less disruptive, more organic and arguably more ethical form of marketing.

But what is sometimes overlooked by modern marketers getting distracted by all the shiny new tools is the content itself. While it is true that there is more noise than there ever was and it is becoming increasingly difficult to get one’s message heard, the value of good content hasn’t — and will never — dissipitate.

So really, here’s your basic guide to content marketing: Continue reading