Given that sharing information is such a critical component of most functions in marketing, it’s not hard to see why your approach to content is absolutely essential to marketing strategy. And why knowing the right information is essential to content marketing. How else can we “get the right information to the right people at the right time?”
That phrase may be cliche, but it remains as true as ever. When content sets a “through line” by connecting all marketing programs and outreach across all channels with a consistent message, it’s powerful. This helps establish your desired reputation and build the brand you want in the marketplace.
Before you create (or modify) any content, you should begin by asking yourself core questions like these. They will tell you some critical things, such as: 1) what is the content’s goal? 2) who is it for? and 3) why will it be useful and compelling to them?
- What’s the information we need to share?
- Who is it for?
- What will they do with it?
- What are their needs and expectations?
- What will make it relevant to them?
- Why will it be persuasive?
- How do they view their problems and challenges?
- What’s unique and different about them?
- How will our product/service help them?
- What value do we represent to them?
- Why should they trust us?
- What does our brand promise them?
- How can we back it up?
- How can we get them to include us in their buying criteria and on their short list?
Tags: brand promise - business need - key content question - marketing - marketing plan - marketing questions - marketing research mix - marketing strategy - unique value
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