7. First, you need to understand what’s trending in the market, what competitors are saying, what your target
customers are looking for, what they are missing and where they are in the buying process.
Combining that insight with your specific business objectives, you can smartly determine what content to
produce, what form it should take and how it should be delivered.
8. Once you know what people want, how do you get their attention? How can you make that splash? It’s a
rapidly changing environment out there. People can’t get enough statistics, data, guidance and advice. As a
result, you see a never ending supply of surveys, studies and “how to articles”. But it takes more than that.
You also need a strong point of view, particularly one that challenges the status quo. Content must be
relevant and meaningful. Easy to digest and apply (i.e. not 40 pages of jargon). People also respond to
visuals, which is one reason infographics have emerged as a hot ticket in recent years. People want to be
entertained while they are being informed. Deep down, they want to connect emotionally. They want to be
surprised by creativity, through the content itself, the way it’s packaged and/or the way it is delivered. They
want to know that you “get” them. Finally, they want an authoritative and trustworthy source.
9. You will win by merging your homework with “make a splash” best practices to fuel creative expression of your key
messages. There are many ways to use what you have – data, expertise, clients – to create winning content.
There are boundless types of content, including trending issues, case studies, tutorials and regional or industry-
specific challenges. You can take advantage of timely news stories (hi-jacking), share existing content (curating) or
simply align content to calendar-driven topics.
You have just as many options in terms of content form (ebook, whitepaper, blog, tweet, video, infographic) as well
as how it is delivered (email, web, mail, mobile, events, ads, PR, Facebook, Pinterest, Twitter, Instagram, LinkedIn).
10. But back to the beginning. Your content strategy should start by effectively positioning your organization
as a disruptive force in the marketplace. Telling your story. Establishing your point of view, your voice and
your vision. Showing how you will save the day. And doing all the above in unexpected ways.
11. SAY MEDIA
Great style and use of imagery to represent their POVs.
http://saydaily.com/2013/03/are-you-tuned-in-to-the-new-media.html
GALLUP
Has more data than most organizations, and they use it well.
http://www.gallup.com/poll/wellbeing.aspx
DAN PINK
Excellent thought leader. Great emotional storyteller.
http://www.danpink.com/
HUBSPOT
Literally wrote the book on inbound marketing.
http://www.hubspot.com/marketing-resources/
Many individuals and organizations are poorly executing content marketing strategies, but there are many who get
it and do it well. Here are a few model citizens in the content world, just to get your juices flowing.
12.
13. You have endless, imaginative, engaging stories to tell. Let us help you spot them, shape them and share
them. Here’s to #GrowingGood!
www.goodmustgrow.com @goodmustgrow info@goodmustgrow.com 615-614-1180
