The 3 Most Important Features of a Content Marketing Strategy

All marketing is producing content – as Seth Godin put it, “content marketing is the only marketing left”. But it can seem daunting if you don’t know where to start, what to write, or think the well is going to dry up on your creativity.

Brainstorming is SUPPOSED to be a Collaborative Effort

You can brainstorm topics for your content marketing more effectively by involving your whole team – not just experts and leaders – and you can do it even more effectively with a marketing coach. We know it works – we’re used to generating several great, actionable ideas in a short time frame, and coaching clients on rapidly turning those into marketing content. More importantly, by collaborating with each other, including insights from the whole team, you’re able to get better at the content you produce in your marketing channels, and expand its use across more channels with more reach and results. Why is that?

Content Strategy Is About Your Relationship to Your Audience

Where can you lead, inspire, advise, or inform?  What is it your audience needs most to understand, balance, correct, discover, recontextualize, or achieve? It’s not even most efficient to aim, at first, at your immediate prospects. It’s counterintuitive, but it’s often more effective to aim at setting the bar in your industry and being incredibly useful in your field. People who take that approach usually experience business growth. Sometimes, it takes stepping away from our own lens, and letting someone else rechannel our marketing content focus. Sometimes it requires letting others in – listening better, on the ground, to what your audience is consistently saying.

Content Only Works When You’re Authentic – Be Authentic

The one thing people have little patience for in a content-driven environment like the new web is inauthenticity. If you’re just trying to manipulate them, it’ll come out loud and clear. You can’t hide it, try as you might, no matter how technically perfect your execution. However, if you’re real – really really real – you can mess up a few things along the way and still drive a really powerful conversation with a growing audience.

When you’re putting together a digital marketing strategy that’s audience aimed and content-centered, focus on collaboration, audience engagement (listening is first, and your own absolute authenticity. You’ll go farther than your competition, even on a smaller budget and with fewer technical resources. There’s no substitute for open, related, and real.

MadPipe helps you produce outstanding content the only way that counts – frequently, consistently, and sustained over time.

Daniel DiGriz

Daniel DiGriz is a corporate storyteller and Digital Ecologist® at MadPipe, which provides creative direction, marketing leadership in marketing, and campaign direction for firms that want a stronger connection with their audience. A Digital Ecologist® applies strategic principles from both natural and digital ecologies to help organizations thrive across multiple ecosystems. Daniel hosts podcasts, speaks at conferences, and his ideas have appeared in Inc, SmartBlog, MediaPost, Forbes, and Success Magazine.
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About once / month, corporate storyteller and digital ecologist® Daniel DiGriz weaves together interesting business stories, analytics, & examples for organizations committed to achieving their goals.

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