4 Steps to Fixing your Content Marketing Program
By Joe Basques Footwasher Media Vice President A short piece in Entrepreneur.com looked at " 7 Inconvenient Truths About Content Marketing ” provided a nice summary of some of the major pitfalls to avoid in your content marketing program. Anyone starting a new content marketing program, however, would be a bit discouraged in the endeavor because it did little, to tell you how to avoid, much less fix, these problems. So let’s fill in those blanks. 1. Strategy, Strategy, Strategy... The article points out that content marketing without strategy is essentially worthless. I agree completely. Strategy is the cornerstone of any content marketing program and documenting it is crucial. Multiple research studies (Forresters and Content Marketing Institute to name two) have demonstrated that companies with a documented content strategy are seeing tremendous results from their programs with measurable ROI. Those without a strategy are ...