On analyzing your audience.

Psychologizing your audience doesn’t have to be some big ordeal. I can see how surveying would be interesting if you have a group of very loyal customers, or pre-customers helping you finding product-market fit. I would definitely ask them what kind of information they need. I think that’s the key, it’s not the content their WANT to see… it’s information they feel they NEED to succeed. Where are the gaps they see in front of them, standing between them and their definition of success, or the metrics they want to maximize. How can you help them fill this gap? Really, you’re looking to provide utility, utility, utility. I think where a lot of content strategies misstep is providing customer stories, or trying to demonstrate value without considering what their customers’ goals are and how they can help with that first.

Source: AMA with Camille Ricketts, Head of Content and Marketing at First

Love this advice. I’m pushing myself to take a step back when someone hits me with a content request and ask a few questions first:

  1. Who are we creating this for?
  2. What problem does this content solve for them? (And if we don’t have a good answer, what problem can we solve for them?)
  3. What goal does it hit for us?

And then we go from there. 🙂

Content marketers are not publishers.

Content marketers should never make the mistake of treating their blog like a true editorial publication. Here’s what I mean by that and why it matters.

Content marketing teams usually don’t have the people or the resources to operate like the New York Times, nor should they attempt it. Publications have missions. Blogs—at least ones run by content marketers—are ultimately designed to support other business objectives, i.e. make a return for the company over a long period over time.

Getting that return means approaching content with a refined strategy. You can get more for your money if you treat your blog like a continuously growing library of content. So few people read blogs in the same way they used to read a daily paper.

Courtesy of Jimmy Daly’s free five-day content marketing course. Emphasis mine.

#FoodForThought

The Meeker Report is an effective piece of content marketing.

So, all of this is to say that I encourage you to read the full report. And I encourage you to trust the actual stats on the actual graphs. But take the report for what it is — an extremely effective piece of content marketing, promoting the trends and interests of a company selectively invested in the space.

Source: The Carefully Sculpted Reality of the Meeker Trends Report

(Insert comment here about “everything is marketing”.)

“Content so good you could sell ads against it.”

The distribution of content by consumer brands has become more diffuse over the past few year, yet branded content is still in its nascence. Mariah predicts that brands will get into the content game in a far more pronounced way—creating content that would not be a branded advertorial piece, but content so good that advertising could be sold against it.

Source: 4 Ways Digital Retail Will Evolve in the Next Five Years | Custora Blog

As they should. (If you don’t care about your content quality, who will?)