When I spelled out the failures of social media and content marketing in the first part of this post, the purpose of all this gloomy background data was not to be discouraging, but rather to make the case for a fresh – five-part approach – one that brings social and content together into a strategically sound powerhouse.
1. Develop Content Campaigns
Recognizing that most branded content, regardless of the channel, comes in the form of one-offs replicating “death by a thousand paper cuts,” marketers need to “campaignify” their content. These campaigns will allow brands to focus on one meaningful theme at a time–themes that are relevant to the target and can be reinforced across multiple channels including events, research, PR, email, social and even advertising. Treating content as a campaign increases its potency, turning droplets into tidal waves as numerous marketers, including Dun & Bradstreet, can attest.
