Key Elements to an Excellent Content Marketing Strategy

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.

Want to learn more about the latest PR tactics? Register for PR News' Next Practices Annual Conference, which will be held at the Westin San Francisco on August 6.

Follow Lucia Davis: @LKCDavis



About Lucia Davis

Lucia Davis is community editor for PR News. Prior to returning to NYC, she was associate editor at iMedia Connection in Culver City, CA. In addition to PR News and iMedia, Lucia's writing has appeared in minonline, "The Minetta Review," "EQUITIES Magazine," and "The Foothills Paper."

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

  • ‘TC’ Teresa Clark

    Hey Lucia,

    Great article! I completely agree that you must have a strategy when creating your business’ content. Here are a few things that I do when creating content.

    I use my customers when creating content. These are the people that will know the most about why someone buys and they will know the exact reasoning for buying from you. Often times they will have quirky antidotes about why they do business with your company. Having a third party interview your consumers will make it easier to probe for content and often times, people are more candid and talkative towards them.



    • Lucia Davis

      Thanks for reading, T.C., and for providing your tips. Good ones :)

  • GaiaLogic

    Off-message image use. The graphic is about content (on-page content being the most important thing to on-line business) while the article is about marketing. These are two different aspects.
    Just wanted to point that out.