While these inputs represent vital building blocks for connecting ideas, communities and people, successful content marketing strategies start with 2 core questions:
1. Who are we talking to…and why should they care?
2. What are we saying…and why should they share?
Content is the oxygen of your social media ecosystem. Strategy is the process of converting it into results by regulating what you do, why you do it and how. A content marketing strategy dependent on a specific channel, format or source will soon be on life-support as technology changes and interest wanes.
There is a better way.At Intuit we’ve had the opportunity to test, learn and iterate on several campaigns targeting global business professionals and small business owners. The content marketing strategy we’ve adopted focuses on maximizing the 2 core questions and scaffolding our content plans around consumer-driven motivations.The best and worst of content marketing strategies come to life in 4 types...