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Content Marketing Inst., 2/7/11
If you’re putting together a new content marketing strategy, you know how much work there is to do. With your attention pulled in so many directions, it’s surprisingly easy to forget about defining specific content requirements.
Too many companies just set their employees loose to create articles or blog posts. While this isn’t necessarily the worst idea, it doesn’t support a clear focus for the content. You want your content to strike the right balance between being informative and entertaining while also making sure it supports a larger company strategy. When working with my clients, I take them through a series of exercises to help define the right content mix for their business.