Is your content pushing up daisies? It should be. That’s the way to grow and blossom. I call it the R.I.P. Content Marketing Strategy: (1) Relevance; (2) Ideas; (3) Plan. [Coincidentally, adhering to these principles should bring peace of mind so that you can rest easy in the knowledge you’re doing the right things (relevance; ideas) in the right ways (plan).] So, to mimic Do,Re,Mi from the Sound of Music:
1.a. Let’s go backwards and start with the pre-PLAN. A recent post on marketingprofs.com, Before You Plan: Four Vital Questions About Your Content Marketing, addresses the fundamental reasons why we must always “start at the very beginning.” In his Marketing Trenches blog, Mike Sweeney notes: You can’t start a content marketing program without a solid plan, and you can’t create a solid plan without asking (and answering) the right questions. The key questions are these:
it appropriate for an industry publication? Or for a comment on an industry blog?
2. Now, on to IDEAS. If we’re just recycling our own and others’ old content, are we really offering anything of value to our constituents? What will keep them coming back to us? What will enable us to grow? The answer is informed creativity. In a blog post on Forbes, Is Creativity Missing In Content Marketing?, Chris Perry, social media thought leader, offers a thought-provoking post on the evolution of content in the digital world. Check it out, as you’ll really want to think about how you may have become “efficient” (using content as ‘filler’ for brand presence) at the expense of being “effective” (content as a gateway for engagement). Ask yourself:
3. Finally, let’s look at RELEVANCE. In a nutshell, if your content is not designed from the perspective of constituent interests and motivations then you’re coming at it bass-ackwards. We don’t want to be looking in a mirror when we publish. That’s all about us. Boring! We want to be looking out a window. It should be all about our constituents. Here’s what we should be asking: