Since Content is King, it’s really important to develop a great content marketing strategy. Kara Kelfeather gave a great presentation on “Growing Your Business with Content Marketing” at PodCamp Western Mass 6 last weekend. She started with a definition of content marketing she really likes from Joe Pulizzi, “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” What a great definition!
A great content marketing strategy has all these elements. First, it’s not enough to just create content. We see this a lot. The first step is to develop and clearly define who and why you are marketing to. What are the demographics of the audience you want? What type of content do you need to create for that audience? If you are a foodie, blogs and pinterest are huge. If you are a hardware techie, maybe you should create downloadable white papers. Since every customer is unique, Kare suggest creating customer persona’s of your primary customers and the people that influence them.
Here are the seven steps Kara presented:
- Know What You’re Trying to Accomplish
- Know whom You’re Trying to Reach
- Understand Their Buying Process
- Pick the Best Related Themes
- Choose Your Media
- Create Content That is Helpful and Credible
- Distribute Like a Boss
Here’s the video: