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IF YOU'RE A SENIOR MARKETER, YOU'RE PROBABLY TIRED OF HEARING about anything related to content strategy-multichannel, omnichannel, or otherwise. Chances are good that you may have even been asked about this by a C-level manager-it's become pervasive. As with other digital marketing tactics that have roared onto the scene during the past decade, the content marketing ecosystem has mushroomed in only a couple of years, and the result is more confusion than clarification, with hundreds of vendors vying for your business. And yet, while multichannel content marketing may be the theme du jour rife with players, a few do's and don'ts will help ensure your marketing organization is getting the job done.
Do audit the state of your operation-How does your company perform up against two competitors and one best practice company in the primary channels? Do you have the right resources in place to execute a multichannel content strategy? How many existing content assets do you have and which are usable? How much new content do you need to be developing on a monthly basis, and who is going to define the strategy and create those assets? What do your website stats say about popular versus underperforming digital content assets?
Don't commit to a formal strategy until you've done testing-In spite of all the hyperbole, no one really knows what they're doing...