Key Questions when Launching a Content Marketing Initiative

Launching a custom magazine, newsletter, eNewsletter or web content portal is becoming more a challenge each day. It requires a true understanding of the target reader - their needs, wants, desires and current actions.

This chart below, which I blogged about a few days ago, provides a visual overview for a successful content marketing or custom publishing initiative.

But before you proceed with any actual work on the publication, there is a series of simple questions to ask that will successfully position your communication program for both success and measurement.

• How do we want the end user to feel?
• What effect must we achieve with them?
• What action do we want them to take?
  If you have a clear understanding of the target, and have agreed on your underlying marketing objectives for the content marketing initiative, these answers should be apparent.
• What is the "one-sentence" benefit?
  Can you create a vision statement for the piece through this one sentence? Can you simply sum up what the goal is?
  
  "plantfloor.biz is an online resource targeted to manufacturing plant managers that gives them daily expert information on creating a high-performance plant floor."
  
  
• What is the appropriate tone for the piece?
  Is it entertaining, professional, technical, emotional? Deciding on the tone will set the correct direction for both the content and the design.
• What are our expectations for the campaign?
  This is the time to be realistic, but to also challenge the organization. Here is where you want to visualize what the campaign has accomplished in the first year. If you can visualize what you intend the campaign to do, you can create expectations that will lead to a measurement program.
• What are the mandatory elements?
  Here is where you think of things that absolutely must be a part of the campaign. Senior management should play a significant role at this point. Many times, assumptions are made by the marketing organization that don't necessarily agree with the overall direction of the company. Get agreement and get it on paper.
• What is the most appropriate media approach?
  This should always be the final question. More mistakes are made with custom publishing and content marketing projects because a marketing executive "wants to do a magazine" or "thinks an enewsletter is a fantastic idea." Go back to the beginning first. Answer all the above questions, and then you have enough information to choose the correct media.

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Related Articles:

• Content is King, But What Is It Really?
• Media Companies Are Waiting to Make You a Publisher
• Stop Shouting Features: 5 Tips To Create a Knowledge Marketing Program
• Want Customer Loyalty? Create Customer Wins With Content
• Corporate Content Will Take Over Media As We Know It

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Comments

[Don Lipper]

Joe,
Every publisher and sales rep making a call on a potential client should have these questions as part of their discussion. Often custom publishing efforts are seen as an exercise in ego but these questions help bring the focus back to results.
Don Lipper
www.CustomPublishingNews.com
www.LipperCustomPublishing.com