Brands need to establish a content creation model, align creativity and strategy and then craft compelling stories to deliver the articles and blogs audiences really want to consume, according to new advice from the Content Marketing Institute.
In its “Road Map to Success”, CMI believes brands must first decide on how to build a robust content creation force. It recommends partnering with a content agency and outsourcing to specialists to tap into outside knowledge, especially as full-scale editorial capabilities can be expensive to create in-house.
After setting out a documented strategy and allocating a budget for content, brands should then move on to evaluating the mediums and formats that can draw the attention of target audience. CMI’s recent Benchmarks, Budgets and Trends study found blog posts and video are currently among the favoured content types for both B2C and B2B brands.
However, CMI also warns against adopting a one-size-fits-all approach as certain formats can lend themselves better to certain situations. For example, it may be best to use data-driven visuals via infographics in blogs to keep readers engaged. This is all part of what CMI terms as finding a “unique approach” to cut through the noise.
The final phase of a content roadmap should then focus on crafting stories that resonate strongly with audiences, so they are compelled to act positively in some form. Identifying worthwhile topics and generating creative ideas for articles and blogs can inform agencies and in-house writers about potential stories, which can then drive meaningful conversations and engagement.
