This means there’s only one way forward in 2018: better and better content that builds trust and drives people to opt-in for regular communications.
Luckily, there are some guidelines that can help you assure your content and activity plan is fit for the task ahead.
According to Barney and Griffin, organizational goals serve four main purposes.
a) they provide guidance and direction;
b) they facilitate planning;
c) they motivate and inspire employees;
d) they help organizations evaluate and control performance.
Therefore, it is of the utmost importance to know what your goals are, so you can research and plan your content accordingly. You shouldn’t just create content and organize activities for the sake of it. Creating outstanding content takes resources that cannot be wasted putting together something that doesn’t create value for your organization.
For example, if your core challenge is to raise awareness about your organization, this will require a very different solution, for example, than if your main challenge is to ensure the retention of core clients.
Discussing your goals with your internal stakeholders is one of the most important steps for a successful content and activity plan. Be sure to research its feasibility before agreeing on it. After all, you don’t want to end up with a goal that cannot be achieved.
Once you know what you need to achieve, you can start planning how to reach your goals. One approach to a content and activities plan is to make it multi-dimensional:
People love interacting with people. When publishing content, articles signed by authors carry more weight than a corporate voice. Articles written by experts can be more provocative and create a higher level of authenticity. They are also more likely to reach a wider audience as authors tend to spread their content throughout their networks (and these networks are more likely to engage).
Furthermore, it makes it possible to create potential points of contact. When people share experiences, opinions or best practices, others in the industry might feel more comfortable to engage and pursue a conversation than if it had been a corporate voice.
Overall, is it very hard to be successful with lead generation without great content and an activity plan. There is no silver bullet for creating a perfect one. It is your data and experiences that will allow you to create something that works well for your organization. But the tips above surely help. And if you have any questions or would like to share ideas, get in touch with me!
On Wednesday the 21st of February, we’re hosting a seminar in Stockholm on the topic of content marketing and how to improve your brand and lead generation. You are very welcome to sign up for free here.