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24 Epic Ideas for Connecting with Your Customers
Amanda Batista / It's All About Revenue / November 22, 2013
This week the Content Marketing Institute released its Content Marketing Playbook with 24 Epic Ideas for Connecting with Your Customers.
Aimed at helping inspire your marketing engagements, the Guide features details on different types of content formats, including blogs, case studies, guest posts, infographics, mobile apps, podcasts, among many others.
In addition to providing a tactical breakdown of different content marketing examples, the Guide also provides supporting data from the CMI’s annual content marketing research, which underscores how effective marketers consider these tactics to be. The guide also offers uncommon suggestions for getting the most benefit from the tactics you use.
1. Ideate your game plan- If it’s your first go at content marketing, or if you’ve already been it, use this Guide for inspiration to determine which format(s) may be effective for your objectives.If your organization doesn’t have a point person for content marketing, consider who that person should be.
2. Determine your key players- Get your content marketing stakeholders to meet. *Note that different programs might incorporate some fresh faces beyond your content marketing team. For example, you may bring in field marketing where appropriate when mapping out live event-oriented content. Some organizations have an editorial board that is comprised of the appropriate stakeholders to solicit feedback on content programs.
3. Set the right plays in motion- Content marketing can only be as effective as its execution plans. Some content marketing is more straightforward, but other programs have many moving parts and require an integrated plan to maximize the value of your efforts. Think of your “right plays” as an extension of your editorial board. Get the right team members involved and make sure there’s a plan of action for each, respectively.
4. Flag the right plays- Understanding what works is the thrilling part of content marketing. Implement a measurement program to track your success so you have visibility into the messaging and formats that resonate with your target audiences. More importantly, you can understand what doesn’t work, as well as how to justify your ongoing content marketing investments. Unsure where to start? Joe Pulizzi’s “Epic Content Marketing” book offers great tips into how to determine which metrics matter for your content marketing.