Everything has changed because of the pandemic, including traditional marketing tactics. Industry events have been canceled. Your customers are working exclusively from home, and they’re busier than ever, adjusting to videoconferencing and juggling additional responsibilities. How do you reach your target audience where they are? Quality content, of course. More than half of marketers are increasing their social media (55%) and thought leadership (53%) efforts right now, according to LinkedIn. And rightfully so: B2B and B2C customers are hungrier for your content than ever before. So, are you ready to get on the content bandwagon? Picture this: You and your marketing team create a list of content topics. You line up internal subject-matter experts (SMEs) for an interview. You hire a few freelance writers and hand out assignments. They’re off and running, and you’re optimistic about the great blog posts and articles coming your way. But when you open the emails and read the first returns, something isn’t right. You like one writer’s headline. You like another one’s tone. Another writer’s conclusion and call to action are promising. The posts are good, but they’re disconnected from each other. They lack a single, unified voice. Enter: Content marketing guidelines. Because more than one writer is composing your thought leadership articles and blog and social media posts, you need to establish guidelines to ensure that all content (including your website’s) has a cohesive voice--the voice of your business. How do you create content marketing guidelines? For some businesses, the content marketing guidelines will be a 10-page e-book. For others, it’ll be a one-page PDF reference sheet. How comprehensive those guidelines are will depend on the depth of your content program, its goals, and the way you’ve organized your writers. You may want a separate set of guidelines for each marketing channel or industry vertical. Facebook is different from LinkedIn, your website blog is different from an industry publication, each business division is likely to target a unique audience… So, consider all your marketing efforts and audiences when creating marketing guidelines. Include these 10 topics in your content guidelines:
Of course, nothing is set in stone—not even the marvelous masterpiece you create to serve as your content marketing guidelines. Like a LinkedIn post or website blog, your content marketing guidelines can—and should—evolve over time. As marketing trends change, adapt with them, and adjust your content marketing guidelines accordingly. from https://fatsfixedassettracking.com/content-marketing-guidelines-10-must-have-elements/538/
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