Best Practices in Content Marketing: Video

Best Practices in Content Marketing: Video

Back in March I gave an interview to Debra Taylor of Digital Chameleon as part of their Brand Publishing Tactics and Strategy program.

In this half hour chat, we cover everything from content marketing definitions to building a strategy, from separating the tools from the message to understanding the ROI, and more.

For those looking for the Cliff Notes version, here are the top takeaways:

  • Content marketing is not merely email, or SEO, or social media, or blogging. It’s an integrated marketing approach that puts the content and message first and uses all the various tools to help reach the right people with that message.
  • Good content marketing means blocking out the 2 or 3 hours each week and sticking to it. Otherwise, it’s easy to have other business priorities get in the way and the content strategy doesn’t get a chance to grow.
  • Calculate ROI across a complete, integrated marketing strategy, not on individual tactics such as social media. The sum is greater than the parts when planned correctly.
  • Businesses need to talk to potential customers about their goals, interests and needs, not about their own. Sometimes that means not talking about your product or service at all.
  • Research your buyer personae before planning your content strategy. Then design content most likely to appeal to the issues each personae may experience.
  • By understanding your market, you can also choose the right format for your content and the best way to distribute it.Is it a white paper or a YouTube video? Are your customers on Facebook or respond better to email?
  • Understand where a potential customer is in the sales funnel and don’t hit them with late stage content with hard-sell techniques too early in the relationship.



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