For a while now we’ve all heard plenty about how the emerging trend in marketing is moving towards “content marketing” or the creation of custom pieces aimed at generating a relevant engagement at a specific point of time.
What I’ve found lacking in the discourse, however, is a real pragmatic approach to leveraging this for marketing purposes. Part of the explanation for this is certainly that it’s not an easy thing to do. It is, however, possible to apply a methodology for content creation that will consistently outperform traditional approaches.
Over the coming weeks I will begin to breakdown the evolving approach I’ve seen work for a number of clients. As a starting point, I’ll focus on getting to know the customer. This is the key starting point for any content strategy. If you don’t understand what makes them tick you can’t consistently generate interesting perspectives. There are a lot of very tactical, very actionable steps you can take. In fact… there are at least 15 of them! Some of these will certainly be familiar, but on the whole hope you will take away some nuggets and a plan on how to string them all together to greatest effect.
