A conversation with Kim Albee, President of Genoo, and Joe Pulizzi, founder of Junta42, about how to build a content strategy that delivers results.
The Year Of Content Marketing HOW!
This interview explores the essential questions you can ask to start getting a content strategy put together. Essentially, it's clear that content is going to have you win or lose the game of marketing -- of lead generation -- and of really building more effectiveness in your sales process. So now it's about the HOW. How do you get started and put together a content approach that flows and works. A content strategy doesn't have to be difficult to assemble, and it can ebb and flow as you learn, tweak, and improve your unique selling proposition.
It all starts with this question: "What is your story?" What is the story for your organization? What do you want to communicate to your target segment that will resonate with them and cause them to take action? Nothing is going to work really consistently until you figure this out.
Another way to get at this is figuring out what you stand for. Really get clear about it. What are you trying to communicate? What are your customer's informational needs? Are you listening? Does your content reflect that?
One area to explore is how focused can you get? Is there a niche you can target and serve really really well? Could you start there? And how do you balance that approach with a more general approach with the balance of your lead population? It can be done, and this interview reveals practical steps you can take.
Joe Pulizzi is a leading author, speaker and strategist for content marketing. Joe, founder of client-vendor matching site Junta42, is co-author of the highly praised book Get Content Get Customers (McGraw-Hill), recognized as THE handbook for content marketing.
Awarded â€œCustom Media Innovator of the Yearâ€ by American Business Media and Voted Whoâ€™s Who in Media Business by BtoB Magazine, Joe travels around North America and Europe talking to marketers and business owners about how they are indeed publishers, and what they need to do about it.
Joe writes one of the most popular content marketing blogs in the world, The Content Marketing Revolution.