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The Who, What, When, Where, Why And How’s Of Creating A Content Marketing Strategy

1479 words - 6 pages

We want information that will help us buy better products, information to teach how to use that product, and then information on how to sell that product to upgrade to a newer model. All that data is available by clicking a few buttons, typing out a few keywords, and TA-DAH millions of search results.
Let’s say for example that the product we want to purchase is one of the latest gadgets in technology. Few keystrokes and less than a minute later, this is the result:

Every person has access to 150 million pieces of information regarding the latest gadgets in technology. What does that tell us? It says we had better set a plan into place, on how to create & design unique, stand out, content over all the rest of our industry.
The best place to start a content marketing strategy is to ask the hard questions and based on the answers execute a plan. Well, maybe they are not necessarily “hard questions,” as much as they are the questions asked and answered throughout every written article: Who, What, When, Where, Why and How…plus three bonus questions.
1. Who has access to the content?
2. What will the audience be able to do with it?
3. When will they receive notification of blogs, podcasts, or webinars?
4. Where does the audience learn of new content: Social media, email, Paid or Banner ads?
5. Why should the audience look to the brand for answers?
6. How does the audience access it, mobile, PC, Tablet, or iPad?
7. Can it be re-purposed into other advertising channels?
8. Does it offer the reader something worth returning for again and again?
9. Who will be creating the vast amount of content needed for this marketing endeavor?
The ‘Who’ of Content Marketing Strategy
Knowing and understanding the audience cannot be emphasized enough when it comes to content marketing. People want personalized content they prefer it. The job of every marketer and brand is to understand the buying and search habits of the person intended to receive all content.
The first question is who has access to the content the brand is offering? Brands need to determine if the content offered on their website is for everyone, or email subscribers, or VIP members only. By determining the audience factor, the company is able to figure out the type of content it needs to provide in order to add value to each visitor.
Research the target market and offer different types of content to different audience demographics. Example of Content Targeting: HubSpot shares with visitors a free blog filled with hints and tips on digital marketing however, only email subscriber’s gain privilege to eBooks, guides, white papers, and more.
Check out how they interest visitors into signing up to receive their latest offer “HTML Hacks Free Guide,” in exchange for lead information.

The ‘What’ of Content Marketing Strategy
It’s not a secret that consumer’s expect a way to interact with content. They want to be able to watch a video, share it to social media pages, “Pin it” to Pinterest Boards, or...

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