These guys are talking my language. I believe content marketing is what really works these days and without it it is very hard to differentiate yourself. A quick outline of the book:
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Defining the organizational goals.
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Determine the informational needs of the buyer.
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Determine what you want the customer to do and why this helps the business.
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Determine the product and content mix.
A few examples of the product and content mix were:
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Print newsletter
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E-book
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White papers series
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Website and blog
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Social Media component
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Article marketing
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News releases
This sounds a little hazy but the book explains “How to put some real teeth in it to this strategy.” If you are not marketing through your created content, this is a great place to start.