Top 10 Content Marketing Lessons From Practitioners

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1 août 2008

1. Only content that is intrinsically valuable to your customers will work as a core component of your content strategy. Therefore, you must have a thorough understanding of your customers’ problems and challenges to create content that is truly relevant to them.

2. Your best content marketing investment may be in the creation of a dedicated internal or external team that understands how to produce and deliver great content. Businesses are set up to deliver products and services, not ongoing valuable content.

3. It’s often challenging for businesses of any size to add content to a product or services website. Launch a microsite which will integrate all your content, or better yet, a few microsites each targeting different audiences.

4. Get your customers to participate actively with the content you create in print and online. Begin a conversation and keep it going in order to earn their loyalty and trust.

5. Relevant and valuable content is just the first step in turning a prospect into a customer. You must then make it easy for them to get to the next step, whether it is to write or call you, or simply to buy online.

6. Great design adds significant value to content marketing by making it more accessible, more appealing, and more action¬able for your customers.

7. Optimize the reach of your content: email campaigns, eNewsletters, print magazines and online and traditional public relations are all powerful weapons within your content marketing arsenal.

8. Great content using the right words can greatly help your online findability index. Regular content will allow your potential clients to find you. Regular, and valuable, content will entice them to buy from you.

9. A comprehensive content marketing strategy may provide a complete or partial replacement of traditional advertising and marketing. Such a strategy can be both more effective and less expensive than doing things the old-fashioned way.

10. Most of the best practices from larger companies can be emulated by small organizations. It’s not the money. In fact, big ideas can trump big bucks.

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Source: Joe Pulizzi and Newt Barrett (their book: Get Content, Get Clients; their Blog)

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	Simon Hénault B.Comm, MBA - Corporate Journalist - LinkedIn Profile
	I help businesses in the production and delivery of content allowing them to be found on the Web, be perceived as experts, strengthen their clients relations and increase their revenues.