9 vragen over contentmarketingstrategie die je moet beantwoorden

1. Wat zijn je contentmarketingdoelen (en heb je ze daadwerkelijk op papier gezet)?

Joe zegt hierover: "But the simple truth is that most businesses don’t have a clear idea of the direction in which their content marketing strategy is headed — or, even worse, they simply haven’t thought at all about what the purpose of their content is."

2. Hoe heeft je contentmarketingstrategie invloed op de zakelijke visie van je organisatie als geheel? 

Joe: "Map what your content’s purpose is to the specific parts of the company’s path. If these don’t align or you can’t make the case, that’s a problem."

3. Helpt je content ook echt mensen beter te worden in wat ze doen? 

Joe: "If your content doesn’t truly impact the lives of your audience members, why create it at all?"

4. Lees je zelf alle content die je organisatie creeert? 

Joe: "To truly get an understanding of what’s working and what is failing when it comes to your content marketing, you need to engage with every piece of content your company creates and distributes…"

5. Kies je ook echt een standpunt in de issues en onderwerpen van je content? 

Joe: "If you don’t take a stand on any of the issues affecting your industry, what will separate you from your competition?"

6. Kun je het zelf beter dan de relevante vakmedia die over jouw branche gaat? 

Joe: "Strip away all the things you think you can’t or shouldn’t do, and get your senior team to discuss the merits of covering the industry."

7. Train je je marketeers om betere verhalen te vertellen? 

Joe: "If not, how will they know when they are succeeding, or where they need to improve?"

8. Train je je medewerkers om betere verhalen te vertellen?  

Joe: "Getting all employees, across all a company’s business units, to participate in creating content marketing is usually a major challenge."

9. Heb je een communicatietool of proces ontwikkeld om je contentmarketingvisie door de organisatie te verspreiden? 

Joe: "Are you finding it difficult to get buy-in? Do the field marketers, product marketers, and sales team members all understand what you are trying to do? Probably not, so it’s vital that you provide them with tools they need to make sure everyone works off the same script — and toward the same goals."

Lees het hele artikel van Joe Pulizzi om meer inzicht in deze vragen en antwoorden te krijgen.