Essential Ingredients for Content Creation


In today’s rapid-fire world of marketing communications, news and information is collected and consumed faster than ever before. This has proven challenging for communicators who need to reach multiple audiences through a variety of outlets to meet their goals – all while staying within budget. As a result, only 35% of B2B marketers have a documented content marketing strategy for “feeding the beast.” Source With a good foundation and a solid strategy, you can meet these challenges and provide content that engages your audience.


To develop your content marketing strategy ask yourself these questions:


What’s the purpose of the content you share?


Who is your target audience and what is their preferred communication outlet (social, email, video, etc.)?


Do you want your audience to take a particular action? If yes, how will you drive them to take action?


How often do you want to provide content?


Who will write and publish the content (staff, agency, intern, etc.)?


What defines success and how will you measure it?

Now it’s time to build your tactical plan based on these strategic decisions. Decide on your key performance indicators (KPIs) and how you will measure the success of your marketing efforts in 2017. The key is to hit your audience where they already are, with the content you want them to see.



From the answers, put together a list of content that would interest your audience – and don’t do this in a vacuum. In most companies, the target audience will vary based on department or division. For example, HR focuses on talking to employees, while sales and engineering focus on target customers outside of the company. To increase the effectiveness of your program, bring in colleagues from other departments or an agency to provide ideas. Once the ideas are in place, create a content calendar for the year to help organize your list and keep you on track. Now that you’ve invested the time to create and share content, there are plenty of outlets and places to use it. Depending on time, staffing and budget, focus your energy on the ones that will provide you the most reach in the most effective manner. Options might include:

  • Email marketing/ newsletters
  • Intranet sites
  • Blogs
  • Search engine optimization (SEO)
  • Social media
  • Boosted posts
  • Paid advertising