Why No One’s Reading Your Marketing Content
According to Altimeter, only a quarter of content marketers actually invest in distribution, even though more than half recognize that it’s a critical need.
You can increase your impact by creating “content modules” — small bits
of content, each with a targeted purpose, that can be used in a variety
of ways. For example, a blog post can be excerpted to provide social
media status updates, included in your e-mail newsletter, syndicated on
LinkedIn, and more. But each module should also plug into a clear narrative arc.
In a screenplay or a novel, that arc follows the hero’s journey; in
content marketing, you use it to guide the buyer’s journey. The typical
arc goes from broad (for instance, who we are and why our brands can
help solve people’s most urgent problems) to narrow (the differences
that define a superior product or service). To build a cohesive user
experience, map out how you’ll use these modules to tell your story from
beginning to end.
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