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Content marketing creates an emotional connection between your company and your customers.
JOE PULIZZI
58
680 reads
Becoming a Media Company, Not Just an Advertiser
- Shift your mindset away from being an advertiser to building a media company delivering consistent, high-value content.
- Your content platform and distribution channels become assets as powerful as products.
- Rather than constantly pitching sales, provide ongoing education and value to build more durable mindshare.
- Quality content that solves problems earns audience trust.
61
492 reads
Identifying Your Target Market Vertical and Buyer Persona
Determine a specific target market vertical and buyer persona to create niche content tailored precisely to their preferences versus scattered content on various topics.
Conduct research to deeply understand your core target customers' informational needs, problems, and interests.
Customize content accordingly.
58
402 reads
Developing a Content Mission Tied to Audience Needs
- Clearly define your central content mission – the informational needs, problems, and interests of your target audience that your content aims to address.
- Let this mission guide ongoing creation of content formats, editorial themes, and messaging.
- All content should tie back to serving the audience.
58
362 reads
Crafting a Diverse Mix of Content Formats
Create a diverse mix of content formats including blogs, podcasts, video, research reports, white papers, webinars, infographics, newsletters.
Variety retains audience interest while also allowing you to build a more robust content platform. Expand reach.
59
344 reads
Optimizing Conversion Pathways to Desired Outcomes
Map out the conversion pathways you want readers to follow from each content format to desired outcomes like sales, email subscribers, event sign-ups.
Optimize these pathways through clear calls-to-action and seamless user experience across touchpoints.
56
315 reads
Monetizing Content Strategically to Deliver Value
- Monetize content through selected, unobtrusive avenues like sponsorships, premium memberships, virtual/live events and carefully vetted affiliate links.
- Avoid over-commercialization that erodes audience trust.
- Focus on serving audience needs through content.
57
302 reads
Analyzing Performance Data to Refine Content
- Rigorously analyze performance metrics on how each content piece performs, including traffic, engagement, conversions.
- Double down on what succeeds.
- Improve or eliminate underperforming pieces.
- Continuously refine content based on data.
59
291 reads
Sustaining Consistency Over the Long-Term
Recognize success requires a major long-term commitment to consistently producing high-quality, value-adding content.
Budget significant focus, time and resources accordingly. Maintain consistency without burning out. Take the marathon mindset.
56
307 reads
IDEAS CURATED BY
CURATOR'S NOTE
In Content Inc., Joe Pulizzi makes the case for entrepreneurs to build media platforms and valuable content that attracts their ideal audience rather than pitching products alone. He provides strategies for using content to build a loyal following.
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