Content creation is becoming the cornerstone of many marketing plans. With content marketing’s rise, organizations are struggling with using it to gain an advantage.
CMOs have a tough job balancing content needs with staff resources and the marketing budget. This can lead to sacrificing content quality to hit content production goals.
We’ve found that CMOs are having difficulty transitioning to the world of content marketing. Some worry the CEO won’t understand their strategy while others remain stuck in the past. A recent report revealed that 70% of marketers will produce more content in 2015. Stakeholders may endorse content marketing, but effective execution requires a differentiated and sustainable strategy.
Know Your Landscape
Your first task is to understand your competitive landscape. We know that useful benchmarking starts with evaluating your competitor’s operations. It’s a free education on your rival’s dime.
Know Your Buyer
We find CMOs may panic and create content reactively to the competition. Implement buying process mapping to examine the needs and motivations of your prospects. Content customization is essential for reaching your target buyers. We recommend proactively creating a list of buying personas to make every piece count.
How to Turn Your Content Marketing Plan into A Competitive Advantage
