I’m in the midst of helping develop a web2.0/digital presence strategic plan for a friend’s small-medium-enterprise (SME). So this has led me to think and consolidate some thoughts on content marketing – which you’ll be hearing more about in this space, as my curiosity on the subject grows (you’ll note how the past few weeks have been concentrated on Social Media marketing – another important aspect of building influence online!).
It’s a little sterile to refer to these two things in “marketing” terms – but, well, it’s where I’m coming from… so that’s a good place to start. Speaking of good places to start, here are quick steps from Chris Brogan, new media marketing guru, on how to start content marketing:
- Decide on your content marketing strategy. Is this lead generation, customer retention, thought leadership, or related to product marketing?
- Determine if you have content creators on staff right now, and whether this is something they should be doing for your business. If no, start thinking of whether you want to hire or source this kind of work.
- Determine the type of content to create, the frequency of your new materials, the form it will take, and whether you have a platform in place to deliver this without much effort.
- Build appropriate measurement and listening tools around the platform so that you know who is doing what with the content you’re creating, and so that you can see the impact it has outside of your website as well.
- Wrap this all into a process with ties back to your standard lines of business, including marketing, sales, and possibly even R&D. Ensure that this isn’t an island, but rather a strong part of how you intend to deliver value for your organization.
Chris’ full post on the subject is here.