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Content Management Essentials: Strategy and Reuse

by Ford Kanzler  |  
March 28, 2014

In many business sectors, marketing to people who are important to your business is all about teaching them and helping them to keep up with rapid change.

You're often dealing with a community of eager learners. Business content, to be useful, must be informative, not promotional. You receive the marketing benefit by just putting out great content that people consume.

The specific topics of that content of course vary by company and market sector. So, when planning content development, get inside your audience's head. Ask question such as...

  • What do people not know that they should know because knowing would help them?
  • What can your company teach people that will be of use to them but will also help enhance your brand's reputation?
  • What's interesting about your brand, product, service, people, or technology that sets it apart from those of competitors?
  • What is your company's expertise that you can share to help those with whom you must connect in order to create interest, preference, and demand?

Those are key criteria for determining worthy content topics. From there, available resources, imagination, and creativity should be applied to specific business challenges your company faces.

What actions are appropriate is a function of a company's particular competitive situation: Are you top dog in your category or a feisty newcomer attempting to grow awareness and credibility? Is your category fun or super serious? Can you make it fun? What are your competitors doing? What information is missing? Can you survey your community and learn what they want to know? Do you already know what they want to know?

Unfortunately, there's no easy, one-regimen-fits-all solution.

Content development has many facets. Two that are often ignored are content strategy and the reuse of content.

Strategy First, Then Tactics!

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Ford Kanzler is principal at Marketing/PR Savvy, a public relations and communications firm.

LinkedIn: Ford Kanzler



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  • by Chris Finnie Fri Mar 28, 2014 via web

    You have no idea how many companies I've worked with that produce content because they've always done it. It's not a strategy. It's a habit.

    When I suggest they consider their sales cycle, who makes decisions at what point in it, and what information they need to make their decision--marketing people often sit there silently with a stunned look on their faces. Some truly don't know.

    Salespeople can be just as bad, clamoring for any materials--usually the ones they're always used. Or cobbling together mind-numbing presentations they hope will present something useful to somebody in the audience. These have all the strategic thinking of a handful of seed thrown into the wind.

    However, some companies I work with are developing buyer personas. These talk about where various types of people fit in a sales cycle, and what their concerns are likely to be. They're not widely understood or used yet, even in companies that have them. But I consider them a promising start.

  • by Will Cutlip Fri Apr 11, 2014 via mobile

    What I'm hearing in this article is the need for a readily accessible value proposition (educate in a way that the customer can easily digest the lesson(s)) along with Blue Team strategic meetings/discussions. While not rocket science, developing effective win themes can often approach this level of thought - especially if your core team of writers is of an academic bent.

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