(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

Case Study: 35% Response Rate

Case Study: 35% Response Rate

How do you get a 35% response rate on direct mail? (How about 40%?) I was showing some of my past work to a prospective client the other day, and I happened to pull out a dimensional mailing we did years ago for Nordstrom … the one that got nearly 40% response when it was…+

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…+

More from the Blog

Coke taught the world to sing. Heineken’s showing us how to listen.

Coke taught the world to sing. Heineken’s showing us how to listen.

A short time ago, we spent a few minutes having some fun at the expense of the so-called “real people” who inhibit the strange, strange world of the Chevy ads. And pretty much the entire world has had its say about the egregious Pepsi/Kendall Jenner spot. No need to pile on. (Okay, a little piling…+

Everything is a user interface. (Yes, even print.)

Everything is a user interface. (Yes, even print.)

Here’s a challenge that all marketers face … and it can be a particularly daunting one, particularly for those who are still developing their marketing chops. What, exactly should you be looking at when you’re assessing creative? There are about as many answers to that as there are people who look at creative. But there’s…+

What goes into a good Creative Brief.

What goes into a good Creative Brief.

I think that if Creative and Strategy didn’t have the Creative Brief to argue about, someone would have to invent it. Everywhere I’ve ever been – and I’ve been on the agency side and the client side, in traditional agencies and in-house creative groups — the discussion pretty much goes the same: “If only we…+