I’ve sung the praises of Kristina Halvorson before and it’s time to do it again. Here’s a great presentation in support of her belief that having a content strategy is key to developing an effective content marketing effort.
I’ve I’ve long had antipathy for traditional marketing (read: pressure sales) methods and am excited to see the field looking seriously at the use of rich, useful content to build trustworthy relationships that lead to sales. Joe Pulizzi through his Junta42 blog has really led the charge on this; here’s his take on Kristina’s presentation.
His takeaway in a nutshell:
1. Relevance is key.
2. Information must be useful.
3. You need a content strategist to be successful.
4. Think like a publisher, not a marketer.
5. Content is a valuable business asset. Treat it as such.
I’ll add one additional note to the publishing industry, particularly newspapers and magazines. If this all sounds familiar, it’s because this is what you used to do. It’s past time for publishers to return to a more focused content marketing strategy built around your original brand promise. Otherwise you won’t be around for the next phase in the ongoing evolution of journalism.
Popularity: 1% [?]
