Having now rolled out a number of content strategies and programs, I've found the biggest challenge is getting started. Aligning your content marketing to business objectives, talking to the right audience, publishing on the right channels, with a creative concept and effective distribution it is a lot to get your head around.
Not to say you shouldn't plan all that, but sometimes you don't have the resource or the budget to get caught up on the bigger piece. Especially if a quick win on the board gets you buy-in for later.
So you if you want to jump in the deep end, here's three fairly sound places to start:
- Look through whatever consumer research you have and identify their single biggest barrier in purchasing your product. Create something that addresses it.
- Look through your social media channels and identify the most frequently asked question. Create something that addresses it.
- Look through your on-site search queries and identify the most popular topic people are looking for on your site. Create something that addresses it.
Whether it's a YouTube video, blog post or tweet - if you're addressing one of the above with some common sense you'll doing more than most marketers (and more effectively too).