Posts Tagged ‘customer-centric solutions’
I hope you all had a fabulous Thanksgiving! Still can’t quite comprehend that it’s that time of year again…
Not only is it the season of festive lights, holiday parties,and giving, for most businesses, it’s also the season of planning for the coming year.
I get a lot of clients asking me about what I think they should do, from a content standpoint, to improve or enhance their marketing. Should we be blogging, they ask? What about white papers? Are case studies good to have? What should we say on our website? How about an email campaign …
My answer is, it depends.
It depends on what your marketing plan, marketing strategy, content marketing plan and content marketing strategy is. While these are all intertwined, they are not the same thing.
In a 2-part blog, I’ll address what each one is and does, and how you can/should use each one to maximize your marketing efforts.
*A word of caution, your head might spin a bit after reading this information (as mine did in the process of trying to write it!). But don’t fret. As you start tackling each one, your mind will open to all the great opportunities you have to communicate your value in an impactful way.
So grab some eggnog and let’s get to it!
First up, the Marketing Plan
Definition (adapted from Entrepreneur.com): A written document that describes your advertising and marketing efforts for the coming year. It should include:
- An overview of your situation as it exists today.
- A short description of your current product or service offering.
- The marketing advantages and challenges you face
- The threats posed by your competitors.
- Market drivers that may affect your business in the coming year
- A simple, bulleted description of your target audience(s). For example, demographics, including age, gender, and any other important characteristics.
- Goals for the coming months and the year. These should be realistic and measurable so that you can easily evaluate your performance (e.g. Increase sales of peripherals 10 percent in the first quarter, 15 percent in the second quarter, 15 percent in the third quarter and 10 percent in fourth quarter).
- Your budget.
Next… the Marketing Strategy
Definition: A written overview of all the strategies you will employ to execute your marketing plan.
- Special promos.
- Places you will advertise.
- Trade shows.
- Public relations.
- A brief breakdown of the costs associated with each of your strategies. So if you plan to exhibit at three trade shows per year, you’ll include the costs to participate in the shows and prepare your booth and marketing materials. If the cost of the individual strategies turns out to be more than what you’ve been budgeted, then you know you’ve got to modify your strategies.
Next post I’ll cover the content marketing plan and the content marketing strategy.
In the meantime, have a splendid week!
“You can’t start the change unless dare to be different.”
~ Toba Beta
Even when I’m provided with a detailed creative brief and explicit instructions from a client, I still conduct my own research so that I can develop content that will set my client and their company/product/services apart.
I’ll be honest – in the world of medical technology and services, this is not an easy process. Usually after 30 to 60 minutes of focused research, I’m cross-eyed, have a slight headache, and am ready for a nap! Why, you ask? Because I’m having to wade through incomprehensible jargon, company-focused content, and what I refer to as “me too” messaging.
“Me too” messaging is content that says the same thing as what everyone else is saying Read the rest of this entry »
Can you believe it? Fall is here once again!
I’m still trying to figure out where the Summer went …
So now that Fall is in full swing, are you on the right track to achieving your content marketing goals before 2014 wraps up in 3 months time? Or has your progress stalled with all the inevitable interruptions of life and business?
If it’s the latter, just know that you are not alone. Creating effective, compelling, relevant, customer-centric content requires a LOT of time, effort, and work. It’s also not something that can be done alone.
Even if you are an excellent writer and strategic marketer, the sheer amount of content that needs to be produced in order to establish your company’s thought leadership and expertise, generate leads, nurture those leads, and offer value to your target audience requires a team effort.
So how do you find that content creation team? Read the rest of this entry »
I’ll admit that Valentine’s Day is not a “holiday” I usually give much thought to. But for a variety of reasons, this year was a bit different.
One reason is that in order to write today’s post for the Content Marketing Institute’s (CMI) blog, I had to give serious thought to what it means to woo someone.
Writing content for marketing purposes is actually very similar to the courting process… Read the rest of this entry »
First off … Happy New Year!
Second … Let’s talk about what’s ahead for marketing medical devices in 2011: Read the rest of this entry »