Creating a campaign, setting a strategy and articulating goals are the fun parts for most marketers. Sitting down to write the actual content is the hard part. Unfortunately, the quickest way to screw up a content marketing plan is to use content that hasn’t been properly developed.
I’ve been doing some writing for a limousine services company in the area. Specifically, I’m helping optimize their website for search engines. But I got to thinking, how could a content marketing campaign work for them? What would it look like? Given some resources, what could this company do beyond search engine optimization that would set it apart?
When creating a content strategy, one decision marketers make is whether to build a model around proprietary content or aggregated content. Each model has advantages and disadvantages. The model built on aggregated content is typically less expensive but also easily imitated.
A simple way for companies to engage in content marketing is to aggregate and disseminate content of interest to their customers on their website, through e-newsletters, etc. Aggregating content has a few benefits, including low cost and time commitment relative to creating original content.
Getting CEOs of companies to blog or write columns can be extremely challenging, but as part of a content strategy, their writing can have great benefits. Here are just a few quick prompts to help your CEO get started:
