Your Marketing and Design Reading for The Weekend
7) Being unprepared: this goes back to The Right Way to Implement a Marketing Plan.
How are you going to choose the best tactics and measure effectively if you are not clear on what you want to accomplish?
My last (and favorite) article is this one because it is a guest post by Unmana Datta. You've heard a similar point twice before in this post but it bears repeating: to make content marketing effective, you need to figure out your marketing goals first and how content can help achieve them. This becomes your content marketing strategy. As part of the strategy, you should include the purpose, audience, kind of content, form of content, vehicles and methods of generating content to be complete.
It sounds elementary but I can tell you from experience that pulling it together is not--and I had the benefit of working with the author! One thing I would add is that the content marketing strategy is always changing and evolving. You can't document it and come back to dust it off in a year.
I hope you enjoyed the articles that I'm passing along this week. Feel free to share some of your favorites with me!