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According to Gartner, “creating, managing and amplifying compelling, relevant content is vital to brand growth.”
Generating content that is vital and accessible to your target audience is a continuous process for any brand.
Kimberly Kupiecki, Sustainability and Marketing Communications Director at DuPont, and Melanie Marcus, Chief Marketing Officer at Surescripts, led a recent CMO Club Virtual Roundtable that double-clicked on the specific steps and considerations marketing leaders should emphasize in the quest to continuously improve how their content marketing efforts are connecting to business outcomes.
Define the topics your business wants to own
“Your customers are really interested in the business problems. Find the topics that resonate with your customers in unique ways that are relevant for your strategy.” - Melanie Marcus
Develop your content strategy
“Stay close to your customers. Know what their business issues are. And make sure that you're talking about their business issues, not your products.” - Kimberly Kupiecki
Get content into digestible form
“It's gone from written word to much more visual, a lot more storytelling. We launched a program called the customer narrative program, to get our customers to tell the story so that not only do we have credibility, but the content is easier to understand.” - Kimberly Kupiecki
Make content “recyclable”
“Your content needs to be big enough to be recyclable. A blog post, for example, is small and simple. But a survey or video or customer story can be sliced and diced and re-used.” - Melanie Marcus
Keep tracking and refining your approach
“Your content needs to be big enough to be recyclable. A blog post, for example, is small and simple. But a survey or video or customer story can be sliced and diced and re-used.” - Kimberly Kupiecki