It’s no secret anymore that strong writers have become a hot commodity at tech companies–and I’m talking about writers of sentences, not code. But can a given writer write about…
Back in 2017, John Collins, Director of Content at Intercom hit the nail on the head in terms of the need for dropping the “marketing” from content marketing and focusing instead on creating valuable content.
While I agree with this, I want to suggest there’s an additional important component: creating a proper long-term plan to deliver such content. Coming up with a single brilliant white paper or three engaging blog posts isn’t going to deliver the desired results (consistent and reliable growth along all your online marketing KPIs.) However, committing to a strict plan and a long-term editorial calendar with quarterly goals and an annual investment will.
Recently, PwC’s 2018 Global Consumer Insights Survey highlighted the need for brands to prioritize trust and authenticity.
“Brands have to think about what’s the way for them to engage so that they come off as being authentic and caring.” Rick Kauffield, Principal, PwC US
Of course, that speaks to the need for meaningful, high-quality content, as Collins assessed, but without consistency, how will your audience (aka your customers) be able to ongoingly rely on your brand? With the right plan in place and an internal commitment to maintaining it, your organization can project these values and connect to users who will become long-term customers.
But how do you go about creating a great long-term content plan? Here are some tips to consider. All are critical even though they are in numerical order.
By Tina Ornstein, IOD Editor
You have to hand it to him—Bill Gates once again positioned himself as a visionary when he postulated in 1996, when the internet was still in its infancy, that content would be king. What kind of content? Here’s what he wrote:
If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video. They need an opportunity for personal involvement that goes far beyond that offered through the letters-to-the-editor pages of print magazines.
As befitting any great online vendor, Amazon cloud product guys listen carefully to their market targets and ensure fast implementation and delivery to satisfy their needs. It is clear that Amazon cloud is eager to conquer the enterprise market, as I already mentioned in my past post, “Amazon AWS is the Cloud (for now anyway)”.
While I was looking for articles about the On-Demand offering marketing methods, I bumped into this short article that really helped me understand that the marketing complexity for the On-Demand offering isn’t…