In the world of strategic communications, some content marketing “gurus” running communications departments and agencies like to position themselves as knowing the “secrets” of content marketing, which they will introduce to you, The Client, if you’d just provide them with a budget and pay their fees. My advice to prospective clients is this: if you hear that from an agency or a marketing person, what you should do next is slam the door in their face, and put up a “Do Not Disturb” sign until they go away.
There are no “secrets” to content marketing. It starts with objectives, and a clear strategy. It requires a clear understanding of your story, your audience, your communications assets and how best to deliver them to your audiences. Here is a no-nonsense approach to creating an effective, coherent strategy. Don’t let an agency try to over complicate things as a way to sell you what you don’t need. Continue reading