I’ve been doing a tonne of content marketing work with my clients lately. When it came to writing a whitepaper in support of our content marketing practice, I knew that I needed to start with strategy and considerations for operations. Not unlike social media marketing, integrated (i.e. kick-ass) content marketing is disruptive to the traditional structure of marketing and communications departments.
As I wrote for the SMG blog:
Truly a labor of love, when we sat down to write this whitepaper (it is jointly authored by Jordan Benedet, Michelle McCudden and myself), our vision was to provide a guidebook for marketers looking to execute content marketing programs inside their organizations. Drawing on the expertise we’ve gleaned working with our clients on content marketing programs, we quickly realized that we had enough for two (or more) whitepapers.
So, we’ve split them up. Part one covers Strategy and Considerations for Operations – this is our best counsel and advice for leaders and executives about how they can set their teams up for success in the execution of content marketing programs. Part one of Unleash the Power of Content Marketing covers:
- How to define your program
- Building the case for change
- How to structure operations
- Content marketing and the sales funnel
Please take a look at an excerpt from Part 1 of Unleash the Power of Content Marketing and if you like what you see, download the entire thing. We’re always interested in conversation, so we look forward to hearing back from you. How does this whitepaper match your experiences as you plan strategy and operations for content marketing?
Oh, and Part 2 of Unleash the Power of Content Marketing covers concrete steps for achieving excellence in execution of content marketing tactics. It is scheduled for release in a couple of weeks.