How to develop a content marketing program

We have heard the drumbeat of the importance of content marketing for years.

Long before it was labeled “content marketing,” communications pros were using it in client work. Yet, with heightened focus (and more dollars spent) on content marketing these days, many pros are doubling down and ensuring that they have a masterful grasp on what is needed to create and sustain successful content marketing programs.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience—and ultimately to drive profitable customer action.

Content marketing is a valuable tool in the communications arsenal. Content marketing supports your efforts to:

Furthermore, as a solo PR pro, mastering content marketing opens up business opportunities for you. In a recent survey, 93 percent of respondents indicated that they outsource all or part of the execution of their digital marketing tactics to specialists, while nearly two-thirds consider collaboration between outsourced and in-house resources as the most effective way to produce content.