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In today’s market, companies must be ready for the advent of content marketing if they hope to scale their business and position themselves for future growth. The number of companies using content marketing for lead generation and for thought leadership purposes is rising. To understand the true nature and scope of content marketing, we first have to understand the nature of the typical content marketing campaign.
As a company’s content marketing campaign is being planned and executed, three phases need to be identified and addressed within those phases.
Phase 1: Content Creation (C+C)
In the initial phase, the company must identify its message and begin to develop the content needed to communicate it.
This could be done through a variety of means, including:
Identifying what would be the best form of communication for the brand: In-person meetings, team meetings, talking points, via social media?
Identifying what content pieces would best convey the message of the brand: Based on your knowledge of the company and the target market, what key messages should be conveyed?
Treating the content marketing plan as a structured and detailed roadmap for the coming season. Start thinking about the pieces that will make up the plan — the media, the tone, the style, etc.
Planning and developing the content that will be distributed across the planned marketing channels.
Preparing the content assets — videos, articles, infographics, etc. — that will make up the body of the content pieces.
Phase 2: Distribution
Now the fun begins. In the distribution phase