{"id":12663,"date":"2014-11-26T12:58:08","date_gmt":"2014-11-26T17:58:08","guid":{"rendered":"http:\/\/ludismedia.com\/?p=12663"},"modified":"2014-11-26T14:53:42","modified_gmt":"2014-11-26T19:53:42","slug":"guide-to-developing-content-strategy","status":"publish","type":"post","link":"http:\/\/ludismedia.com\/en\/guide-to-developing-content-strategy\/","title":{"rendered":"A Guide to Developing Content Strategy – Part I"},"content":{"rendered":"

Earlier this month, I wrote an article about various misconceptions about content strategy<\/a>, and pointed\u00a0out a few key points to help improve your already ongoing efforts in content marketing! This week\u2019s article starts to focus at the foundation, and a little more on several key points that I think will help anyone get off to a better start with their content marketing strategy<\/strong>.<\/p>\n

This week\u2019s feature is going to focus a little more on several key points that I think will help anyone get off to a better start with their content marketing and strategy plan. Essentially, mapping out the various stages you need to go through to plan an effective strategy and, aligning that with business goals and tracking to measure content performance. There are a lot of steps along the way, so stick with me!<\/p>\n

In order to make this something more digestible, I decide that for the next 3 weeks, I will write a series of articles (this is part I) that hopefully helps anyone looking for information on content process strategy. At the same time, helping outline things they should be doing early on and throughout the process to achieve success (because isn’t that our end goal when working with content!)<\/p>\n

What Exactly is Content Marketing?<\/strong><\/h2>\n

Joe Pullizi (@JoePulizzi<\/span><\/a>), who founded The Content Marketing Institute<\/a>, has a quick and \u201cready\u201d definition for content marketing. I\u2019m not going to try to rewrite it or\u00a0re-invent the wheel! He\u2019s someone I have been following for many years; admire greatly in the field and who is by far, probably the most renowned content marketing specialist around.<\/p>\n

Here is the short and direct version he has developed. It pretty much sums in up!<\/p>\n

\u201cContent marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience \u2013 with the objective of driving profitable customer action.\u201d <\/em><\/strong><\/span><\/p>\n

@JoePulizzi<\/span><\/a>\u00a0\/ Joe Pulluzi \u2013 Content Marketing Institute<\/em><\/span><\/p>\n

\"contentstragegy-thinkcap\"<\/a>With the \u2018creation of content\u2019, we aim to educate and nurture customers in the buyer journey of a product or service. It is the process for developing, executing and delivering content and related assets that are needed to create, nurture, and grow your company\u2019s customer base. All these components need to attract and engage users (your customers) and educate them to make a trusted decision.<\/p>\n

Get ready to put your thinking cap on!<\/p>\n

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What Content Marketing is Not!<\/strong><\/h2>\n

It is not a platform to pitch to customers about \u201cyour products and services\u201d. \u00a0We don\u2019t want to be self-proclaiming, or self absorbed about our own products and how well we do things. That isn\u2019t the point here. There is still entirely too much of this today in content marketing and I see it all too often in when auditing clients who already have some sort of content marketing in place.<\/p>\n

Your end goal should be to \u201ceducate your readers about your industry\u201d, to provide value and trust, to help them make smarter buying decisions by being more intelligent about what they are looking for.<\/p>\n

To simplify things a little, you should be looking to do:<\/strong><\/h4>\n