Content marketing is an essential skill in the PR professional's tool kit. From Red Bull's "extreme content marketing" to Old Spice's numerous viral videos about the way a man should smell, content marketing is a superb way to define your brand's personality, engage consumers and even garner media coverage. But where should you start?
Here are four tips from Steve Halsey, principal and managing director of the business consulting practice at Gibbs & Soell, on how to plan and execute your content marketing strategy:
· A strategy is essentially a roadmap for achieving one or more organizational goals, so make it actionable and measurable.
· Focus the strategy on the long term, not the routine.
· No one gives you market share for free, so anticipate and plan for likely customer and competitor behaviors vis-à-vis your content marketing programs.
· Be prepared to deal with unforeseen events, because they will happen—for good and ill.
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Follow Lucia Davis: @LKCDavis