Every Thursday, a Scripted writer will recap a session from Content Marketing World 2014 that will be published here on the CMWorld blog. Find out more about Scripted by visiting their website.
All it takes is one step forward with enticing content to gain powerful momentum in your overall marketing strategy. But for those who don’t know how to take that first step, Robert Rose — content marketing veteran and Chief Strategy Officer at the Content Marketing Institute — shared valuable tips at Content Marketing World 2014. He focused on content marketing frameworks, stressing the need for a solid strategy and an in-depth understanding from the players involved. Essentially, Rose asserts that a content brand must be its own entity, separate from the actual products of a company. It should be able to stand by itself.
In case you missed his presentation in Cleveland last September, here’s how you can embark on your own content marketing mission:
1. Emphasize The Story Before The Medium
The medium is the channel through which your story is told: a blog post, video, white paper, slideshow, etc. However, the medium is largely irrelevant and should not be your primary concern. Rose explains in the first part of his presentation that the mediums naturally define themselves once the story is fleshed out. In other words, think about your idea in detail before immediately confining and labeling it “blog post.”
Robert Rose: How to Start Your Content Marketing Mission [#CMWorld Recap]
