For content marketing to be effective, you need two things: 1) a strategy; and 2) a set of tactics to execute the strategy. Here’s how to make sure that they are working together in service of your business goals.
Any content strategy involves three types of content. The first two are about you and your business, but the third one is your true upside, because it’s about a relationship between you and your customer. The trick is to get all three types of content working together towards your business goals.
Content marketing take a lot of time and effort, so you want to be sure that it’s a good investment. In the seventh episode of “Marketing without the Marketing,” Michael Boezi talks about how to determine whether or not your business is likely to benefit from content marketing.