THE THEORIES OF MARKETING

1. Have a Strategy Simply put, your content strategy is determined by answering five questions: what, who, when, where, and why. What’s your goal? What are you trying to achieve with your content? You’re not writing for the sake of writing; you’re writing with a purpose. That’s what separates general writing from content marketing. Figure out what your company want to achieve from its content. Who are you writing for? Do you have buyer personas? Writing for everyone that’s willing to read isn’t strategic. You need to write specifically for your ideal buyer persona in mind. When can you provide the most value to your prospects? Prospects have a purchasing cycle that starts with researching your industry, product, and company. Handley stresses the point of identifying the right time in their purchasing cycle when you can provide the most value with your content and creating unique content for each point in the cycle. Where do you want prospects to go from one piece of con...