Questions to ask before undertaking content marketing

marketing management consultants

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Presented by Darren Woolley

TrinityP3 March 21, 2014

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Why content marketing?

Content marketing can:

•  Improve search results

•  Establish thought leadership

•  Encourage customer engagement

•  Increase leads and sales

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What is your strategy?

•  What objective are you wanting to achieve?

•  Against which audience?

•  Against what time frame?

•  Does it align to your overall marketing objective?

•  Is this achievable using content marketing?

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What does success look like?

•  What does your ultimate objective look like?

•  Is it measurable?

•  Is it achievable?

•  What benefit / value would it deliver?

•  How would this benefit / value be measured?

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How is it to be implemented?

•  What value can you deliver to the audience?

•  Is it relevant and interesting to the audience?

•  What platform / format is ideal for the audience?

•  What is the implementation plan and timeline?

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How is it being managed?

•  Who is responsible for content creation?

•  Who is the content curator?

•  Who is the social manager?

•  Who is optimising search? •  Are these to be managed

internally or externally?

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What resources are required?

•  What resources are available internally?

•  What resources are available externally?

•  What additional resources are required to be recruited or procured?

•  How much is required?

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How is it being funded?

•  Is there a budget allocated for content marketing?

•  Is this an additional cost or funded by reductions elsewhere?

•  Has a business plan been developed and presented to senior management?

•  Is the cost justified against the return?

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How is it measured?

•  How are you measuring your progress?

•  How often are you measuring the results?

•  Are these measures aligned to the strategic objectives?

•  Is there a measure on the ROI?

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How do you develop and evolve?

•  Are you monitoring search and social effectiveness?

•  Does your content marketing strategy have a long term plan?

•  Have you allowed for changes in platform, content format or frequency?

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How to be a more successful content marketer

•  Develop a clear objective and strategy aligned to your overall marketing and business strategy.

•  Define your requirements in terms of capabilities, resources, budget and timeframe.

•  Determine and measure the results of your content marketing activities.

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Want more content on this topic?

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Or more information?

TrinityP3 Pty Ltd Sydney

+612 9964 9900 Melbourne

+613 9682 6800 Hong Kong

+852 3478 3982 Singapore

+65 6631 2861

[email protected] www.trinityp3.com

@trinityp3 www.trinityp3.com/blog/ TrinityP3 Darren Woolley