From the course: Introduction to Content Marketing
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Asking three game-changer questions
From the course: Introduction to Content Marketing
Asking three game-changer questions
- What percentage of content marketers document their strategy? The answer might shock you. It's not 75% or even 50%. No, the research by Content Marketing Institute finds only 36% of content marketers document a strategy. Can you guess what those 36% have in common? They're the most successful. Strategy is your game plan to win at content marketing. To jumpstart your game plan, consider three strategic questions. The first is, what is our winning aspiration? This is your goal and vision for your content marketing program. For example, when Marriott announced their robust content marketing program and studio, they declared a clear vision to be the Red Bull of the hotel industry. In other words, Marriott seeks to be a powerhouse of travel lifestyle content the way Red Bull is a powerhouse of alternative sports content. Your goal and vision might be different, but the point is to define it clearly. The second…
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