1. How to execute content marketing

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        What would improving the way you execute your content marketing initiative look like? What would it mean to create more and better content faster, on a continuous basis, despite the constraints of your current resources, expertise and budget? What functional and business outcomes would improve? Want some help? No problem. We (and others) can help. But first, we’ll need a copy of your marketing plan, including: Business Strategy, Goals & Plans:  Make sure it contains your primary business goals and associated metrics. Include your go-to-customer (sales) strategy, plans and metrics. If you sell through the channel, make sure you include them in your marketing and content plans. Marketing Strategy, Goals and Specific Plans: It will be important to align your content marketing investments and priorities to your sales, channel and marketing plan. In addition to your core strategy we will need your demand generation and management plan. If...
  2. Before Your Next Content Project

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      This post addresses related, but different, content outsourcing and in-sourcing project best practices. Outsourcing Content Creation I have seen many companies struggle setting up outsourced content creation projects due to inadequate preparation and documentation. Content vendors often prefer it this way. Your inefficiency, or ignorance, is their “value add” — and higher billing. Often, preparation work, in the guise of “research,” occupies a significant portion of the content project’s time, effort and budget. This may have been acceptable in the traditional, periodic, “point production” content outsourcing model. But organizations today must create a constant stream of buyer relevant content to satisfy a broad use case requirement map. After content vendors come up their learning curve, conduct their research, and deliver their work product, lots of knowledge walks out the door. Undocumented knowledge. Some or most of this knowledge will be needed for somebody’s content project. Probably pretty soon.  ...

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