Questions for You
What is my marketing objective? Customers, revenue, getting noticed by national retailers, attracting investment?
What does success look like? Be as specific as possible.
Who is my ideal target? What are their hopes, fears, pain points , challenges?
Where does my target customer go to learn about my industry? Be specific.
What are my competitors doing with respect to content marketing?
Can I document my content strategy?
How can I help customers take action? How can I be educational, inspirational, outrageous, or useful?
Where should I be publishing this content? (e.g social media, website blog, YouTube, sales presentations, webinars etc)
Who on my team has the skills to contribute to content?
Questions for Your Team
What is our marketing objective? Customers, revenue, getting noticed by national retailers, attracting investment?
How can we contribute to the collection of interesting material for content?
Tools and Exercises
Go back to Steve Blank’s Lean Approach Series and view the module on Customer Acquisition and Archetypes. Develop a description of your target customer and their day from start to finish.
As a team agree on who is the ideal target.
What are their hopes, fears, pain points, challenges?
Where does our target customer go to learn about our industry? Be specific.
As a team generate a list of at least 25 topics that would be of interest to our customers.
After completing the list of topics,ask: Is our content - actionable, educational, inspirational, outrageous and/or useful?
Who on our team has the skills to contribute to content?