Curated from www.marketingmagazine.co.uk.
When planning a content strategy you have to start with the audience, writes Amelia Redding, planning director at Red Bee Media.
Joe Pulizzi, founder of the Content Marketing Institute, highlighted a comment by marketing entrepreneur Will Davis in his 2013 content predictions which stated that “brands will get serious about planning content marketing”. Now in his review of the year, Pulizzi asserts that according to the Content Marketing Institute/MarketingProfs research “the majority of brands still have no documented content marketing strategy”. In our experience, he’s right.
Commitment to content
It constantly surprises us how so many brands with a commitment to content have no real strategy to guide them and ensure some sort of return on investment. No marketer would consider a major advertising or DM campaign without a set of clearly defined objectives and a stated means of measuring success. So why approach content any differently?
Taking that audience-led perspective, you’re more able to plot what’s going to make your audience search and watch, what they would prefer and like, and how they would want to act or be involved. Considering those elements, and attaching relevant metrics to each, immediately sets you off on the right path to creating effective content.
Read more at www.marketingmagazine.co.uk.