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Three Content Marketing Must-Haves

Does “develop a content marketing strategy” keep moving from one to-do list to another? If so, it’s time you get it off your to-do list—and get it done.

I know what you’re thinking: I can’t afford to create a content marketing strategy. The reality is, you can’t afford not to.

Research shows that more than four out of five consumers expect brands to generate content, and they consume nearly a dozen different pieces of content before making a major purchase decision.

What makes for a solid content marketing strategy? Three things, really:

  • Know what content your targets value. This requires research. Find out what keywords your key (and shoulder niche) targets are searching to ensure the content you create is going to be relevant, engaging—and found.
  • Slice, dice, and repeat. Once you’ve got your topics down, create a core set of visual and copy resources that you can repurpose again and again—into blogs, how-to lists, infographics, quizzes, etc.—and for different audiences. While you may spend a big chunk of time upfront, it will pay off in a rich content calendar.
  • Close the loop. It’s not about just driving your targets to your website, it’s about what you do with them once they get there. Make sure you have your KPIs spelled out before you get started and that any page that you’re driving to has a clear call-to-action to move prospects deeper into your conversion funnel.

Not so bad, is it? Granted, this may be a bit oversimplified, but it is the basis of what makes for a smart content marketing strategy (and one less thing to move to your next to-do list).

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Vice President, Communications Strategist

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