The Dawn of Content Strategy

Posted by Ambal Balakrishnan August 18th 10

What is content marketing strategy? How to develop your content marketing strategy and more importantly implement it? We asked Joe Pulizzi "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?". Joe Pulizzi is a leading author, speaker and strategist for content marketing. Joe, founder of client-vendor matching site Junta42, is co-author of the highly praised book Get Content Get Customers, recognized as THE handbook for content marketing. Joe writes one of the most popular content marketing blogs in the world.

Joe Pulizzi

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"Content strategy is now the most important part of marketers' toolbox. How we tell our story and educate our customers is paramount."

Joe Pulizzi's Marketing Prediction for 2010

As marketers are starting to understand that they are indeed publishers, content marketing strategy is moving toward the forefront. What is content marketing strategy? It involves the following:

Clearly understanding the goals behind all pieces of content
Knowing our customers' information needs as it relates to those goals
Setting up listening posts to gather that information
Start figuring out where our customers are hanging out on the web
Choosing content tactics that tell a brand story that will resonate with customers and prospects

Joe Pulizzi's Marketing Action for 2010

For each customer segment, have a vision of what you want to be the expert resource in. Is it green energy or pet attire? Whatever it is, to make an impact with content, figure out where you want to be the trusted solutions provider.
Find an owner for the content. Every brand needs a chief storyteller or chief content officer. Find the evangelist and give her control over the corporate story. Without ownership in a company, all departments will vie for this control.
Listen. Set up listening posts via Google Alerts, Twitter or usage of reputation management systems. If you are not listening, how can you understand your customers' informational needs.

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1 Comment

Phil Dunn said:

I'm wondering what Cisco's narrative is... connection, seamless world, freedom, world as neural network..?..

Listening posts are key. There's a subtle balance that needs to be struck. Listening and responding within your strategy structure is important. Reactive is a problem. Proactive ideal, of course.