The Power of Content Strategy

July 3rd, 2012

“With Great Power Comes Great Responsibility”

– Uncle Ben to Peter Parker (Spiderman)

As marketers, we now have the power to create content of all types and deliver them directly to our customers and prospects. It was not too long ago that this wasn’t the case.

Unfortunately, just because we can, doesn’t mean we should.

Blogging, Facebook, Twitter, Slideshare, Pinterest, enewsletters, ebooks, magazines, apps – Often we focus so much on the channel, and that we CAN, we don’t stop to think that maybe we should take a step back and ask why.

If all your content marketing was swept up and removed from your industry, would anyone notice? Think about that. Does your content fill a needed gap in the information marketplace? If not, you most likely have a problem.

Find your hedgehog. Take a step back and develop a strategy where you fill a gap that only you and your unique story can fill. Be an irreplaceable information provider. Create such great content that your customers long for your marketing.

Answer the why first, both for you and your customers. If you do this with the right intentions, the channels will follow.

(Get the details on the Power Of series, including calendar of contributors)

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