(Really) Know What Your Members Need

Content is a business asset.

To content market, you need a strategy, analysis and governance of your assets, including content.

Content strategy is the field of practice encompassing every aspect of content, including its design, development, analysis, measurement, evaluation, production, management, and governance.

Content strategy and marketing may cause change in how your team operates. The shift to creating content for your users creates a client-centric organization which can lead to more innovation, understanding, opportunities and, ultimately, success. But, it can also create a demand on your resources. With the measurable results you’re bound to see, we’re betting that you’ll find it worth the investment.

How Bussolati Helps

Content strategy is the purposeful and robust uncovering of the who and the why of your content marketing. Like many other organizations, it seems you are finding yourself in a place of wanting to tame the content machine. Create order and define purpose in your processes and product. What you’re longing for is a content strategy.

The place to start. Step #1 is research on your audience. These are one-on-one conversations between a trained interviewer and a real member. Not scripted calls, rather process-based conversations to uncover their expectations that surround buying from your organization.

Content strategy starts with the purposeful and robust uncovering of the who and the why of your content marketing. Like many organizations, it seems you are finding yourself in a place of wanting to tame the content machine. Create order and define purpose in your processes and product. What you’re longing for is a content strategy.

But, how do you stay on course once you have one? I would answer that a cultural shift is in order to properly prioritize content work along with your other business assets.

You have a content strategy, you’ve done your buyer persona research and you’re ready to measure your content marketing. You know that you need to fully understand what works and how. This is where inbound marketing can answer all of these questions while driving measurable results.
content strategy pusher
How to Create a Content Strategy in 9 Steps

Avoid adding to the online noise by creating content that matters to your buyers. And the best way to get your content to move your audience to take a desired action is to have your content resonate with them.

“Tactics without strategy is the noise before defeat. Strategy without tactics is the slowest route to victory.”
General Sun Tzu

Putting out a lot of content without a clear and comprehensive strategy is like mining without a light. You’re sure to wander and squander resources, like time and money, both precious commodities these days. “Tactics without strategy is the noise before defeat.”

We know that having an organization-wide content strategy is critical to success. It’s so important that it is Tenet #6 of our Content Marketing Manifesto. With all of the channels that are greedy for content and resources being as thin as they are, you must get the most from your content. The only way to accomplish this is to have a solid content strategy. You can leverage your content to achieve key business goals, but you have to start with a strategy. After all, when was the last time that you achieved an important goal without a strategy?

Read on for the nine steps to create a content strategy that you can start working with today. more

Content Strategy: Read Twice, Call Us In The Morning

Most people who have high cholesterol have no symptoms other than their LDL number that gives only their doctor grief. The impact of elevated ‘bad cholesterol’ levels is being hotly debated, but for those with a risk for heart disease, most agree that lowering that number via meds is advisable.

But many of the ideal candidates for meds start them but don’t keep taking them. Why is that? Simply, because people don’t feel any differently when they take them. There is no feel-good symptom, no energy boost, nada, from lowering that number via meds.

And that same problem is what keeps organizations producing content without any guiding content strategy. For now, it doesn’t feel bad to do what they’re doing. It’s pain-free. There is no obvious symptom that is shouting ‘we need a content strategy.’

But when it comes to the elite field of top-producing content marketers, associations stand alone as the ones that do not yet have a content strategy. Let’s look at the top reasons for stopping the cholesterol meds as these seem to also explain the content strategy conundrum too.  more

Our Favorite Definition of Content Strategy

Lots of content is being produced and yet few are doing so with a formalized content strategy. Joe Pulizzi, founder of the Content Marketing Institute kicked off Content Marketing World sharing that most companies still don’t have a formalized content strategy.

What a miss. A miss that is hard to measure the lack thereof – but it’s not hard to prove the advantages of working with a well-defined one.

There are many definitions of content strategy, but here is my fav du jour definition. more

Strengthening your organization by helping your teams compete as world class content marketers

design • buyer persona research • content strategy • inbound marketing