Content, information and marketing have shifted from a “push” model to an inbound model. This has created an increasingly complex set of challenges for entrepreneurs and their teams. Companies we’ve invested in are devoting increasing resources to creating and curating quality independent content, improving SEO and developing compelling social media profiles.
At Collingwood Advisory, we’ve appointed BrightBull as our brand and content marketing advisers. Ricardo and his team have worked with us for several years on events and digital media companies we invest in, and we love their fresh, professional approach to the new marketing model. They also worked on our new website and branding – hope you like it!
Here’s a great piece from BrightBull on inbound and content marketing.
6 Fundamental Truths About Content Marketing
1. It is absolutely critical to have a clear and defined strategy
You absolutely need to have a strategy, a framework, and a solid foundation that informs people you work with about what needs to be done, when, and how the content will target a specific persona/audience. Otherwise, it just not going to work. How can you get somewhere if you don’t know where you’re going? You might end up wasting a lot of time, effort, and money.
2. You need internal ownership
Whether you’re developing content marketing strategy on your own, working with an agency or other third party, it is crucial to have an internal stakeholder, a central point, so to speak, to make sure everything is done according to the plan.
Simply splitting the job between team members doesn’t work in most cases, because everyone has more important things to do in their primary roles. That is why you need a leader who will get their hands dirty and will help the team stay on track.