Lately there has been a lot of attention going to Content Marketing. Although it’s one of my favorite subjects, blindly going for a content marketing strategy can be dangerous.
Forgetting the core reason for a content marketing strategy
When developing your content marketing strategy, you start developing a process to position content along the buying cycle, or even better: along the complete customer life cycle.
Every piece of content needs to drive the buyer further down the buying cycle, or increase the satisfaction level of existing customers. Having a good content creation process that inherently has checks built-in to make sure the right Call-To-Action (CTA) is assigned to each piece of content.
These CTA’s are developed to progress your buyer through the buying cycle. Marketing automation techniques like the ones I described in this post can be used to automate some of your work.
So when implementing content marketing: don’t forget what you want to do with your content. In the end, you are doing this to do business!