a firm that specializes in writing for thought leaders<\/a>, marketers and sales professionals, we are seeing a continued focus on crafting pieces that drive impact, action and critical thinking.\u00a0 That being said, it can be challenging to know where to begin.\u00a0 Below are several steps we recommend teams consider when preparing to add a content strategy into their marketing campaign.<\/p>\nStart with a strategic focus<\/strong>. While writing can be seen as a tactical effort, to make the final product truly impactful, it needs to come \u00a0from a place of strategy. What is the purpose of the piece? What does it need to convey? Who is the audience? What is the intended action\/response? What elements exist to make it powerful, factual and substantiated?<\/p>\nMake it bigger than a one-off.<\/strong> No press release is going to a launch a business into stardom and no white paper is going to seal an organization\u2019s expert status. To be most impactful, we recommend a content campaign be thought of like any other type of marketing or PR program \u2013 one that is multi-faceted and continual. If an organization is starting from a place of research, having conducted a study or survey, we can plan out a strategy campaign that leverages the findings and communicates a variety of the data in various ways, over a period of time.<\/p>\n1. For example, an e-Book<\/strong> that leverages the research to communicate the company\u2019s work and position in a particular industry. An e-Book is an excellent sales tool.<\/p>\n2. A blog series<\/strong> in which each piece communicates a particular trend that emerges from the findings. Blogs are a great foray into thought leadership.<\/p>\n3. A contributed article series<\/strong> where subject matter experts from the company share their insights on particular themes from the findings. Bylined articles take a leader\u2019s expert thinking to a mass audience.<\/p>\n4. And a series of LinkedIn posts<\/strong> that tease the owned content coming from the campaign as well as commenting on other relevant curated content on the platform. Social media is a great way to have more casual conversations with the people in your network.<\/p>\nAmplify the message<\/strong>.\u00a0 Many organizations spend large amounts of time, energy and money developing smart content that then stalls out before going into the marketplace.\u00a0 Develop a game plan for disseminating the content in the market (timeline, channels, responsible parties) and the process for reaching as many people as possible.\u00a0 Content can be shared in a variety of ways including password protected websites (for content downloads), email blasts, social media posts and earned media placements. Companies can give content an extra boost via drip emails, targeted ads and specially designed landing pages an<\/span>d sales materials.<\/span><\/p>\nCreating and leveraging smart content is a key differentiator for a brand or leader. If it isn\u2019t already part of your marketing strategy for 2025, now is a perfect time to consult with your communications team and start devising an approach for the year.<\/p>\n
Listen in to learn more about how writing gives impact to your campaigns and how it may benefit you and your clients.<\/p>\n