Six ways to capture the benefits, content formats to consider, and metrics to track.
What can a marketer do to fuel the marketing engine in light of reduced budgets and nervous consumers? Think creatively about how to extend the reach of your message to build the groundwork for 2009 sales. One effective way to accomplish this is to develop a more extensive integrated content strategy.
Six Benefits of an Integrated Content Strategy
When creating your communications strategy, your content must address consumers as people. You should supply them with relevant and engaging information without sounding like sanitized marketing-speak. If you do this right, the content will yield the following benefits:
Nine Content Formats to ConsiderWhen planning your integrated content strategy, determine which components of your message you want to be consistent and how you want your brand portrayed. Assess the following types of content for their potential to achieve your offering's marketing goals.
Three Ways to Extend Your Content Development ResourcesTo stretch your marketing budget when developing your content strategy, here are a few useful tactics:
Five Metrics to TrackIn the current environment, it's important to show results and track how they build over time. For many marketers, this period may be about strengthening your customer bonds to provide the platform for growth once consumers are in more of a spending mood. Among the factors to track include:
While it looks like 2009 will be a challenging year, remember that an integrated content strategy provides an opportunity to improve your online marketing effective cost efficiently. You can make a difference and start building for the future by creating an engaging content strategy. This is a strategy that supports your business by attracting prospects and providing them with reasons to return to your Web site.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
Singapore, 3-4 November
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Hong Kong, 8-9 December
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