Content Marketing Today

Whether you have already developed and deployed a content marketing strategy or whether you are still in the planning stage, you should seriously consider how to extend the reach of your core content product.

For example, let's suppose you have decided to create a quarterly print magazine that targets an important audience segment.  You will need to spend a significant amount of time and effort in generating the content that will make this magazine relevant and valuable to its readers.  That is obviously critical.  But you can do even more.

After all, the print magazine has a finite reach.  Think beyond print.  Think beyond the magazine.  You can dramatically increase the impact of your content marketing by thoughtful repurposing of the information and resources you developed in order to create the magazine itself.

Here are 15 great ways to extend the reach of your content far beyond the circulation of that print publication.  Many of these involve little or no incremental expense while offering dramatically improved incremental impact.

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Get content.  Get customers., the hardcover edition of the new book that Joe Pulizzi and I have written will be coming out in March 2008.  Although it will probably run to more than 200 pages, we have been able to extract some important lessons from the companies we examined. 

The range of organizations that we analyzed extended from huge multibillion dollar public companies to midsize companies with a few hundred employees and even to very small single owner organizations. 

We know that you will want to run out and buy the book because it is chock-full of content marketing knowledge that you can put to work immediately.

But for now, here are the top 10 content marketing lessons we gleaned from some brilliant content marketing practitioners. These represent the themes that we recognized again and again as we examined how organizations are putting content marketing to work.

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Content marketing should be an integral part of your marketing strategy. But it can be challenging to implement. Our colleague and friend, Stephanie Diamond, highlighted our B.E.S.T. approach as a way of making your implementation simpler. Learn how the B.E.S.T approach can work for you. Read More

It's great to learn that an online marketing expert like Patsi Krakoff finds our term, 'content marketing' to be an apt descriptor of the integration of multiple trends and techniques: I'll admit that the concept of Content Marketing makes sense to me. It ties together all the different kinds of content you need to publish for [...] Read More

If you or your organization has one or more areas of expertise that you'd like to share, consider producing an eBook. If you have a lot to communicate, but want to say it more colorfully than a white paper and more portably than a website, an eBook may be just the ticket. Does this sound [...] Read More