I read many industry publications each week to make sure I’m up to date on my clients and their markets. Lately I’ve been reading quite a bit of marketing pubs and Content Management Systems websites and I must say that I’ve seen a ton of discussion about content marketing. In fact, the Content Marketing Institute recently wrote an article called “34 Essential Research Reports for More Effective Content Marketing”. You read that correctly…there are 34 reports to check out solely about content marketing.
On the one hand the growth of social media has given companies new channels to tap into to reach their customers and potential customers. Yet at the same time, it’s important to realize that simply pushing out content across many different channels can be annoying. What’s important is that your PR and marketing leaders understand that simply publishing vast amounts of content isn’t going to move the needle. You must build a strategy which clearly defines your goals so that you can use your content to support those goals.
As our client, e-Spirit, discussed recently in their blog – When It Comes To Content, Don’t Simply Throw Darts At The Dartboard – Successful marketing executives are the ones who understand that content cannot be created in a vacuum and a well thought out content marketing strategy can mean the difference between success and failure.
Author: Rob Goodman
Rob Goodman is a communications professional with more than 27 years of experience in public relations, marketing and content creation.