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Content Marketing & Content Strategy

Models. Tools & Steps To Executing A Content Strategy

Curated by Stefano Principato

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Rescooped by Stefano Principato from Business and Marketing

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From www.findandconvert.com - May 1, 2013 10:12 AM

Stefano Principato's insight:

Primary objective in this exercise is to define an audience-centric content strategy. Understanding the relationship between themes that are advertorial, industry informational and highly relevant to your targeted audience’s interests will help you stay focused.

Robin Martin's comment, May 15, 2013 10:43 AM

Wow Marty...your own post is perfect! Our shop is professional/organizational learning within the University of Michigan. We have our own website, catalog and very few social media sites. Actually, we have never even used Google keywords/AdWords on our site. I'm thinking this is a definite no-no. Some of us feel it is not necessary since our customers are internal. What is your take on it?

Martin (Marty) Smith's comment, May 15, 2013 12:09 PM

Robin, first thanks for all the RT love today you ROCK. Now lets talk PPC. Can PPC play an important role inside of the Uof M? Maybe. If you have specific goals around list creation or have something to sell in a fairly immediate way PPC can provide an important dimension to the rest of the relationship building you do. Not sure how or what content you are monetizing, but I could see a "free UofM" study or white paper that would get my email into your list. Once there you could nurture those on your list with segmented drip campaigns. Clearly tagging those from PPC will give you the ability to judge ROI. Feel free to email your specific use case to me Martin.Smith(at)AtlanticBT.com and I will spend some time thinking about IF or HOW PPC might help. Least I can do for your sharing my content with your great tribe of followers :). Marty

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