One of the biggest problems with many of the current discussions on content marketing strategy is the mis-focus in starting with the content itself.
To see clearly my point, ponder this question with me:
If great content is published on the Web, and no one is there to see it, is it great content?
That’s was the basic premise of my recent Pubcon presentation in Austin. My hope was the reveal how I approach every new content marketing project our agency launches, potentially speeding up the success of your own projects.
Flip through my slide presentation and then we’ll talk in more detail.
There really has been no better time to be a creative content marketer. The game is shifting from a highly technical one to one of complex human sociology and behavior analysis–great for a guy that academically was trained as a political scientist. (Finally, I get to use some of that stuff!)
Now, and increasingly in the future, marketing campaign performance will be won with a detailed knowledge of psychology and sociology versus a deep technical knowledge of Google’s pending search algorithm tweaks.
Before we get into some of the tactics of building a successful content marketing strategy, let’s bust up some of the bad assumptions that are probably handicapping your current content marketing strategy.
5 Assumptions Handicapping Your Content Marketing
- Web Traffic is Free
- Content Makes Money
- Social Media is a Direct Response Channel
- Influence is Cheap or Easy
- Design Doesn’t Matter
5 Trends Impacting Content Marketing
- Mobile is Killing the Desktop
- Surfing the Web is Dead
- Monitoring Streams on the Web
- Influence Moves the Web
- Authors, Not Pages, Rule the Web
5 Steps to Build Audience with Influence
- Identify Influence
- How to Co-op Influence
- Participating in Influence
- Build Your Influence
- Activate Your Influence
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