The biggest myth, in my mind, around content marketing is that it doesn’t require strategic planning, but can be assigned to junior team members without direction. So many times I have watched founders, executives, and marketers delegate content without seriously considering its purpose and how that purpose will be achieved. Exceptional content requires significant thought and planning, and should be designed around a core strategic purpose, bringing in tactical keyword strategies, cross-link opportunities, and partnerships, among other things.
Often content marketing is executed in a single channel – email, Instagram, on site – as though one’s audience lives entirely there. Strong content should be designed with efficiency in mind, enabling small adjustments to make the content both appropriate and tactically useful within each channel.
Contributors: Jacquelyn Cyr from JC+CO