(The 12 Days of) Great Content Marketing

(The 12 Days of) Great Content Marketing

Introduction

Not too many years ago, the end of the year would probably put you in the mind to focused on what you should be telling consumers in the coming year.

Now, it’s much more important to cultivate a conversation. And to do that, you should be focusing on generating good content, and developing your strategy for how best to disseminate it. Over the next 12 Days — yeah, it’s a cliche, but we prefer to think of it as more of a hook — we’ll be taking a look at some simple yet powerful steps you can take to make sure you’re in great shape for the coming year.

Day 1: Develop your recipe

The best recipes balance a number of flavors … letting each shine in its own way, while also supporting the others. Try baking a cake without a little salt in it, for example. Not so tasty is it?

The same goes for your content strategy. Fun, sharable memes are great, but your audience will soon tire of this sweet treat. Product features and FAQs are important, but they might be the content marketing equivalent of eating your veggies.

Start by thinking in terms of blocks of time. A month works great. Across that time period, sprinkle in a variety of content types (more on which types coming up in the next 11 Days).

The goal should be to continually engage your audience and gradually deepen the relationship. If you keep serving them the same dish, day after day, it’s only a (short) matter of time until they push back from the table, hand outstretched in the classic “no more for me” pose … pretending to be full, but actually thinking about sneaking off to grab a snack.

So pick a few types of content that work best to tell your story. Customer stories. How-to videos. Interesting factoids. Useful links. Then, evenly distribute those different ingredients across the month and, voila!

Coming Attractions

Day 2 will focus on the ABCs of a good Facebook post.

Case Studies

AdWatch: Apple, Maya Angelou and The Human Family

AdWatch: Apple, Maya Angelou and The Human Family

What do you say when you are a global brand? What do you say when your products are practically ubiquitous … shorthand for an entire class of technology? What do you’ve when your champions and critics have said nearly everything that could be said? You let a poet speak. You let a poet speak not…+

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

More from the Blog

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

A Misfire for Kindle

A Misfire for Kindle

I spent an atypical amount of time in front of the tube this weekend, and as a result, saw the relatively new Kindle Fire spot probably a dozen times. It’s from this campaign: I THINK the message Amazon folks were looking to deliver was “Look at how committed we are to customer service. It’s built…+

How to choose the right ad agency

How to choose the right ad agency

According to Agency Spotter, there are over 120,000 companies and entities that choose to define themselves as advertising agencies in the U.S. alone. Worldwide the number is over half a billion. That’s quite a universe. How can you possibly choose the right one? Or, maybe more importantly, avoid choosing the wrong one? There are several…+