Let’s be honest here. How many people enjoy being marketed to?
Do you ever feel stalked when adverts follow you around on your social channels, or flash up on websites you visit? How much does this turn you off that brand?
Conversely, what about the brand that is always offering free resources, knowledgeable information or fun and interactive content?
Which brand are you more likely to purchase from when you are ready to buy?
Understanding this must be the key to defining your content marketing strategy and plan. It should always be about adding value and never about straightforward selling your services or products. Of course, your objectives still need to be met, but you will meet them so much quicker if you build the relationship and trust first, before thinking about that conversion, or sale.
Before you launch into a content marketing plan, it is worth defining your strategy and objectives. Below is an overview of how to approach this, and a few tools to get you started or review your existing approach: