Top 10 Content Marketing Lessons From Successful Practitioners
Get Content Get Customers (and its contents) continue to inspire content marketing strategies for me and my clients. Within their book, authors Joe Pulizzi and Newt Barrett offer these 10 content marketing lessons based on successful practice with brands and organizations:
- Only content that is intrinsically valuable to your customers will work as a core component of your content marketing strategy.
- You must have a thorough understanding of your customers and what is most important to them. If you do not understand the problems and challenges they face, you cannot hope to create content that is truly relevant to them. Without understanding their problems, you cannot provide solutions.
- A comprehensive content marketing strategy may completely or partially replace traditional advertising and marketing and, such a strategy, can be both more effective and less expensive than doing things the old-fashioned way.
- Print magazines can be a powerful weapon in your content marketing arsenal. They enable you to reach out to your customers with precision, offering carefully targeted messages that are totally under your control.
- Great design adds significant value to content marketing by making it more accessible, more appealing, and more actionable for your customers.
- Your best content marketing investment may be in the creation of a dedicated internal or external team that understands how to produce great content, and that lives and dies by the success of your content marketing program.
- Drink your own Kool-Aid. Whenever possible, use your own company’s products or services to prove their worth to your customers.
- Get your customers to participate actively with the content that you create in print and online. Begin a conversation and keep it going in order to earn your customers’ loyalty and trust.
- Relevant and valuable content is just the first step in turning prospects or visitors into customers. You must then make it easy for them to buy.
- Most of the best practices from the larger companies we profiled can be emulated in whole or in part even by very small organizations. It’s not the money. It’s the content marketing mindset that counts. Big ideas can trump big bucks.
So here’s to a Happy New Year of powerful content marketing and business success. I look forward to working with you on content marketing and other enterprising strategies in the coming year.