Successful content marketing has been likened to running a marathon and not a sprint. Creating good content that targets the right audience doesn’t happen overnight, but requires continuous training and development. As such, we’re taking a cue from the Summer Olympics and are introducing eight key content marketing events for which you should be actively training in order to achieve Olympic level success. Go for the Gold!
Let the Games Begin
At this year's Olympic Games in London, there are a total of 300 events in which athletes from more than 200 countries will compete. At the Content Marketing Olympics, however, marketers, copy writers, editors, social media and content managers alike have been training for the past several years for much fewer challenging, if not essential events.
There have been many coaches, consultants, and c-level suite executives helping to prepare for the big moment. Their success lies, not in winning the gold just once, but being able to consistently deliver the right content to the right audience at the right moment.
Title image courtesy of andromina (Shutterstock)
Archery — Before you can accurately create and deliver content, content marketers will need to research and identify your targeted audience and deliver content that meets their needs and behavior.
Individual Medley — Getting a good start is key. Develop your skills by actively listening, delivering & responding to your audience with the right information.
Balance Beam — There are many precarious paths you must prepare to deliver an efficient customer journey. As a result, it's vital to strike the right balance between letting customers find what they need, and giving them what they don't know they want.
Hurdles — Whether it’s assembling the right team of content creators, or streamlining the content management and publishing process, marketers must be able overcome each hurdle strategically or else suffer the painful consequences.
Diving — You’ve done the research, you’ve developed relevant content and assembled a cracker jack team of content managers, now it’s time to dive in. How well you understand your audience, their behaviors and how they can be leveraged to meet your goals, will mean the difference between a belly flop and a swan dive.
Whitewater Slalom — In traditional events, athletes have to navigate their canoe or kayak through gates as they work their way through 300m of whitewater rapids in the fastest time possible. Content marketers, however, have to maneuver through massive amounts of information and RSS feeds to deliver relevant content in a timely manner to keep their fans and followers up-to-date.
Fencing — Just as fencers must use all their wits and quick thinking to outmaneuver their opponent, judging the right time and the most effective way to attack, in content marketing it's essential that one keep their wits about them at all times, ready to guide the customer along the right path, avoiding pitfalls and dead ends.
Rowing — Whether you're going it alone or working as a team, being successful requires a combination of immense strength and stamina. Technique and teamwork are also vital to ensure getting the maximum speed and distance out of every stroke, err, marketing message.
What Will Your Story Be?
Of course, being good at content marketing requires telling a good story. Every organization has one, but not all of them know how to tell it. As is customary during the Olympics, athletes with good stories help to draw attention and rally support around them. It's not that athletes get better if they have a compelling story, it's that as an audience we begin to care more about them, their sport and their subsequent success.
As the Olympics begin, let's try to learn from the athletes and how they have trained to get where they are. And though we all seek to uphold the Olympic motto Citius, Altius, Fortius’ (‘Faster, Higher, Stronger’), let's also remember the Olympic creed:
The most important thing in the Olympic Games is not to win but to take part, just as the most important thing in life is not the triumph but the struggle. The essential thing is not to have conquered but to have fought well.
Good luck (and have fun)!
- What's Next for Big Data? Predictions for 2015
- IDC: 10 Predictions For Emerging Technologies In 2015
- Are You Too Old to Work in Tech? IT's Midlife Crisis
- 2015 Forecast: The Sun is Out for Cloud Computing
- Honest-to-God, Absolutely True Marketing Predictions for 2015
- 8 Components of a Truly Integrated Digital Workplace
- Prediction for 2015: The Fall of People, Process and Technology