There are those elements that make content great: valuable data, a conversational tone, an engaging story, perhaps some eye-catching design.
Each is indispensable for bringing people in and bringing back, again and again.
But what if you’re developing a content campaign – something you want to see have enduring success? Then you’ll need more than style and substance; you’ll need a cohesive strategy.
We’ve launched our share of content campaigns and found four common ingredients that lead to successful launches.
1. An Editor
You’ve probably heard the mantra to “act like publishers.” Well, publishers hire editors.
An editor will not only supply ideas and communication skills, but also can help solicit and shape material supplied by your chief content providers: your colleagues. Editors are the people who keep projects moving forward and the marketing speak to a minimum.
2. Buyer Personas
It may sound like a given, but you’d be surprised how often buyer personas are missing when it comes to content. If you’re going to develop an eBook, a video, a blog, an app, you need to know who makes up your audience. These may get fine tuned as you advance from stage to stage of the buying cycle.
You don’t want to reinvent the wheel with every new handbook or blog post. Whether your content is created in-house or outside having a set of guidelines saves time and aggravation. Make sure your contributors know exactly what points they need to hit and the tone to take.
Let’s say you’ve got a new infographic ready to launch, how are you going to tell the world? A press release? An email campaign?
Try all of the above.
A substantial piece of content is an opportunity to create a diverse set of smaller of content that can drive exposure and leads. Instead of just issuing a press release consider creating a series of blog posts to release over a month, email templates for the sales team, contributed articles for industry publications, a set of suggested tweets for the staff, etc.
Here’s an example of that last point in action: If you want more, join our webinar on “How to Build a Sustainable Content Strategy” at 1:00PM ET today. Sign up here!