The following is an excerpt from "Six Best Practices for Creating a Content Marketing Strategy" an exclusive eBook brought to you by Act-On Software. This eBook provides a six step guide to help you develop and deploy effective strategies for content marketing across all channels and buying cycles.
Content marketing is the linchpin of demand creation -the link between brand awareness and lead generation. Done well, it builds familiarity, affinity and trust with prospective and current customers by providing information that resonates - in the right format, through the right channel, at the right time. But a content marketing strategy doesn't create itself. It's the result of clear intention, careful planning, and focused execution.
As Carmen Hill, social media and content strategist at Babcock & Jenkins, puts it, "Whether it's a targeted campaign or a comprehensive program, you need to plant a strong foundation of content that attracts prospects at every stage of the buyer's journey, seeding awareness and nurturing ongoing interest."
Which begs the question: How does a company get started?
1. Get Stakeholder Support
2. Understand Your Audience
3. Identify the Right Content Formula
4. Create an Editorial Calendar
5. Get Maximum Mileage Out of Your Content
6. Develop a Process for Measuring and Reporting
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