5 Key Considerations for Building an Authentic Content Plan

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.

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How Forbes Keeps Shaping the Future–“Creative Destruction”

An Interview with Randall Lane

By Ofir Nachmani, CEO, IOD

This May, 700 young entrepreneurs and entrepreneurial leaders will gather in Israel from all corners of the world for the first Forbes 30 Under 30 global event. Recently, I conducted a Q&A session in Tel Aviv with Randall Lane, Forbes’ Chief Content Officer and originator of the Forbes 30 Under 30. The annual listing features 600 carefully selected professionals under 30, from 20 different industries.
In addition to learning more about the upcoming 30 Under 30 global event, we explored Lane’s views on young entrepreneurs and Forbes Media’s consisten position as a thought leader in the media industry for more than a century.

Continue ReadingHow Forbes Keeps Shaping the Future–“Creative Destruction”