16 Questions to Ask Before Launching a Content Marketing or Custom Publishing Project

You cannot hope to implement a successful content marketing or custom publishing strategy without understanding exactly what outcome you require. Equally important is an in-depth understanding of your targeted buyer (buying persona). Only then can you craft a content marketing approach that will deliver more sales, more customers, and more measurable results.

Here are 16 questions that you need to ask yourself if you are planning on launching any corporate initiative. This includes a print custom magazine, newsletter, eNewsletter, corporate blog, webcast or white paper series, video series and more. Whenever you are creating and distributing content to your prospects and customers, stop and ask yourself these simple questions. The answers may surprise you, and could change the direction of your program so that it actually does what you want it to do.

The B.E.S.T. Content Test

Behavioral – Must be actionable!

1. How do we want the end user to feel?
2. What effect must we achieve with them?
3. What action do we want them to take?
4. How will we measure their behavior?
5. How will we put them on the path to purchase?

Essential – Must be valuable and relevant to buyers…or don’t do it!

6. What do our buyers really need to know?
7. What will provide the most benefit personally or professionally?
8. How can we present the content for maximum positive impact?
9. What are the mandatory elements of the campaign?
10. What media types must we include?

Strategic – Must be core to your overall marketing strategy!

11. Does this content marketing effort help us achieve our strategic goals?
12. Does it integrate with our other strategic initiatives?

Targeted – Must be a defined group of people…the more defined the better!

13. Have we precisely identified the prospects we want to target?
14. Do we really understand what motivates them?
15. Do we understand their professional roles?
16. Do we understand how they view the product or service we offer?

Take the time to answer these questions honestly. Then, and only then, can you move forward with your content initiative. Take it from me, just 30 minutes with these questions will save you a ton of marketing dollars in changes on the back end.

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• 4 Content Marketing Essentials for Every Business

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