A Strong Content Marketing Strategy…..

Does not need to be complex and drawn out.

I just scanned a white paper from the Content Marketing Institute titled…

The Essentials of a Documented Content Marketing Strategy: 36 Questions to Answer

Where much to my surprise, they left out the two most important questions.

Let me repeat that for emphasis. The Content Marketing Institute has published a 16 page PDF document in which they provide a template of 36 questions to guide you, and they left out the following two very important questions.

This is where you start….

The two single most important questions are:

  • What do you sell?
  • Who do you sell it to?

Now don’t get me wrong, I do like their template. It’s overkill for a small business or an early stage startup, but makes sense for a company large enough to have a Content Marketing team of at least 2 people who in turn are part of a larger marketing department supporting an even larger sales force.

When you’re small….

All you need do is answer three basic questions to help you put together an effective strategy:

  1. What do you sell?
  2. Who do you sell it to?
  3. What decision process do your customers go through in the course of becoming a customer? What is their “buying strategy”?

For what it’s worth, that 3rd question IS included in their 36 question template.

Buying Strategy

In this context, a strategy is a sequence of events, strung together.

Sometimes, the prospect:

  1. Becomes aware of you, and your product or service.
  2. Collects information.
  3. Shares information with their co-workers and boss.
  4. Starts your free trial (30 days, whatever).
  5. Gets acceptance from others in their business.
  6. Makes the purchase (issues PO, pays via Credit Card, etc).

What is outlined above is just an example, but you get the point.

This is important because you want to help them navigate their process as naturally and effortlessly as possible.

Start with that

Then worry about the other more nuanced questions later, when you’re bigger and have more time and money to devote to the effort.

Learn more…

SEO Needs Link Building


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