Before you can even work on getting your content strategy in place, you need to know where you’re headed. And in order to know that, you need a plan. Don’t fall into the “I’m too busy to plan” trap. As Benjamin Franklin is quoted saying, “If you fail to plan, you are planning to fail.” You need to make the time to make your plan. We never ‘find time’ – we need to ‘make time.’
Without a plan or documentation of said plan, you won’t have anything to work toward. The Content Marketing Institute has reported again and again that one of the fundamental problems content marketing team face is a lack of a documented strategy – and those with a documented strategy are far more successful.
When you set the expectation that you need to have a well-planned strategy and have the documentation to back it up, the puzzle pieces fall into place. And there are so many pieces these days! CMI notes that B2B content marketers use, on average, over a dozen different tactics to marketing their products. Without careful coordination, planning for the various silos where you product marketing materials and content, and getting buy-in from all parties on your direction, you are risking the success of your programs.
To help you out, here are 6 useful tips from the folks at MarketingProfs on ensuring your content strategy will be successful.
The only expression more irritating than “we need it yesterday” is “ready, fire—aim!” In my experience, nothing good ever came from rushing. In content marketing, if you pull the trigger before you’ve taken aim at your target, you’ll most likely shoot yourself in the foot. Companies can further avoid “ready-fire” accidents by combining their PR, marketing, and digital strategy.