These desires are strong, and can lead to rash decisions. In trying to not get left behind, you just jump in and start doing, maybe without looking first to see where you’re going to land.
On the flip side, sometimes we can get so bogged down in the details and the process that it stops us from actually doing anything.
Neither of these is an optimal path for a successful content marketing roadmap. Something that takes so much time and effort to accomplish needs more consideration, or all that time and effort will be wasted.
You just need to know 11 pretty simple things to really get it right.
1) Know your why.
Know what you stand for and why your company exists.
2) Know your brand.
If you’re a conservative company don’t start using slang, text speak or cat memes just because “everyone else” is. It never works in the long run (and usually not in the short either).
3) Know your audience.
4) Know your voice.
5) Know your reason.
Why are you creating content? Your answer certainly doesn’t have to be altruistic, but you have to be able to answer that question.
6) Know your time.
7) Know your threshold.
Do you want to just create? Do you truly have faith in yourself and your people to give free rein? What’s your pain tolerance with backlash? The smaller the company, the easier this one usually is to answer. 8) Know your style.
9) Know your enemy.*
10) Know how to change.
What works for you right now may not work next month. Don’t be afraid of change.
11) Know that sometimes you need to ignore everything you read in columns like this and find out what works for you.
Hey, it’s worked for Mark Cuban, right?
I don’t know the answer to any of these for you or your company. No one should know them better than you. You may not know all of them yet. If that’s the case, take some time to figure them out. Better to delay launching a content marketing strategy than to do it poorly.
I also don’t know if you can ever truly know all of these things at any one point. But I am sure that running through these “knows” on a consistent basis will bring you a lot closer to “Yes.”
Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.