Strategy: The Bridge Between Goals and Content Marketing

Interview 16 Highlights

August 28, 2013 – Beginning a content marketing initiative without first setting goals and determining strategy is a recipe for disaster. Mark Smiciklas of Intersection Consulting tells Martin van der Roest of the Examiner, “It’s difficult to have a really effective tactical plan if you don’t know why you’re doing all those things in the first place.” He advocates creating an “executable play book” that summarizes the strategy and planning decisions that will lay the foundation to launch a content marketing strategy.

For success, an organization needs commitment to:

  • Understanding who your audiences are
  • Understanding audience informational needs
  • Supplying the workforce (in-house or outsource)
  • Funding the initiative
  • Measurement to monitor progress and assess goals.

Key Take Aways

  • A content audit can uncover content “gold” within your organization
  • Without a corporate culture of measurement, goals are meaningless
  • Strategy is the bridge between goals and content marketing

Listen Now

Interview 16 Assets

  • A Content Marketing Strategy is Essential to Meeting Goals

A Content Marketing Strategy is Essential to Meeting Goals

  • September 19th, 2013

“The strategy phase usually consists of me telling clients to stop what they are doing and take a couple of steps back and start thinking of things from a little different perspective.”

Not exactly what you’d expect as a first […]

  • Strategy: The Bridge Between Goals and Content Marketing

Strategy: The Bridge Between Goals and Content Marketing

  • September 5th, 2013

Interview #16 Transcript – August 28, 2013
Participants: Mark Smiciklas and Martin van der Roest

Martin van der Roest: Thank you for joining us today. My name is Martin van der Roest and I will be hosting this session of the […]

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