A content strategy is a must-have for any marketing organization. It is the foundation for almost all of your marketing activities but the process of developing it can be daunting. A content strategy is a plan for creating, delivering and maintaining useful marketing content designed to attract, engage and acquire your targeted audience.
Is earned media part of your content marketing plan? Is content marketing part of your earned media plan? If not it should be. In our business, we see firms with just content marketing, just public relations, or both but each function working in a silo.
I attended Hubspot’s Inbound 2016 Conference in Boston this year and was blown away by how jazzed over 19,000 people were about everything digital marketing. It was a blast and I got a chance to hear about best practices from leaders in the field, get some on-on-one time with our consultants (Red Javelin is a Hubspot Agency partner) and hear about the company’s vision on the future of inbound marketing. Inbound is definitely a movement and felt the excitement all around me from marketing professionals of all specialties - content, web design, graphics design, PR, sales, and SEO.
We want to thank our guest blogger,Melissa Rowe for this insightful post.
You think you know your customer…but how well do you really know them? Do you know what they value most in a business partner, do you know what motivates them to purchase a particular product or service, do you know how satisfied they are with your company? Chances are you don’t know as much as you think you do. So go ahead and ask.
Marketing is going through a transformational change. The customer relationship is more complicated than ever before: Customers are using more channels to research and learn about products and services, new social channels are emerging and creating a more fragmented environment for reaching your customers, and mobile marketing is rapidly on the rise. With new tools and technology entering the market daily, it is hard to keep up.
As marketers, many of us take a short term view of our content assets. We are constantly asked to provide ROI as well as a slew of different metrics to justify the investment we make as part of an overall campaign. We seem to be stuck in measuring content effectiveness in context of a specific campaign.
Keeping the content marketing pipeline full is a constant challenge.
Most companies are publishing branded content and it is getting noisy out there. Competition is heating up for views, visits, and shares and developing the right quantity and variety of content that drives engagement is hard. And it is getting harder. Marketers are looking for new content ideas tohelp keep the pipeline full.
Content Strategy Challenges
Anyone that has been responsible for content strategy or for developing a content editorial calendar knows that it is a challenge to keep the content pipeline full with compelling content ideas. There are so many tools out there to help you generate ideas but there is one resource that seems to be often overlooked – your public relations team.