Content and Objectives

07/28/2016 00:06:08 to watch
Was this helpful?

Once you have your marketing strategy, turn the corner to execution by determining your objectives (what you want your marketing to achieve), developing a content marketing strategy, and earmarking a budget.

Suggested Readings

Founders School || Entrepreneurial Marketing || Content and Objectives || Impact Guide (PDF).

Halligan, Brian, Dharmesh Shah, and David Meerman Scott. 2009. Inbound Marketing: Get Found Using Google, Social Media, and Blogs. New York: Wiley.

Kauffman Founders School, The Lean Approach: Customer Acquisition and Archetypes, Steve Blank.

Alcorn, Stacy. “Stop Talking About Yourself So Much on Social Media and Listen” Entrepreneur.com, March 17, 2014.

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?

You may also be interested in…