What do you do at a time when paid-for media is neither reliable nor scalable, earned media is super-competitve and owned media properties require constant investment to engage your visitors? We believe you should do one thing, first and foremost; invest in the very best branded content that you can afford to create, seed and syndicate. This is particularly true if you're a small business or startup who can't afford substantial media investment, but many large brands are also profiting from content marketing.
Spurred by the feedback and popularity of our inbound and content marketing blueprint, we wanted to share our ideas on using content with specific stages of the buyer process in mind and decided another infographic might help to illustrate this. It's structured around our RACE planning framework for reaching and engaging customers online.
We've had requests for higher resolution versions of the infographics for printing, so we have now collected all the marketing planning infographics together and they are free to download if you're a basic member.
Let us know if we've got it right, what would you change?
And, don't forget, there's a myriad of methods to measure and monitor how effective your content marketing efforts are doing.
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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