Brands must know themselves before they start to publish
Rebecca Lieb, Jessica Groopman, and Susan Etlinger of the Altimeter Group published “A Culture of Content,” A Best Practices Report. The report covers in detail how leading brands are creating a corporate ecosystem that encourages content development at every level of the organization. While many of their best practice recommendations were not new, one insight that stood out was that brands must know themselves before they can create content that is meaningful and helps to achieve business goals.
Speak with almost any CEO of a small to mid-sized brand, and they will tell you that inbound marketing is an important communication component in creating and maintaining brand preference. However, ask them what resources or processes are in place dedicated to inbound marketing content, and the answer will tell you that this is usually more wishful thinking than reality.
Why is this? Small and mid-sized brands are resource-challenged. Their employees have a wealth of knowledge to share but usually there is no process in place to capture content.
Command of the content and clarity captures the reader’s attention
Kelton Reid, Director of Marketing, at Copyblogger Media’s StudioPress division posted a style guide for writing online content. Below is my interpretation for aviation marketers charged with content development.
The empowered buyer makes the purchasing decision long before the sales transaction.
Jason Miller, program manager of social media and content at Marketo, posted an article to copyblogger – “Where Marketing is Going… 2013 and Beyond.” Below is my interpretation of his post on how aviation marketers can take advantage of automated marketing platforms to develop content that produces measurable ROI.