Stacy Adams, head of marketing for GoAnimate, has 23 years of technology marketing working with startups mostly in the mobile space. In her business-to-business marketing experience, she’s found impressive content comes from organizations who are using self-awareness, doing their research, identifying their big idea, making media that moves, and aren’t afraid to be a little bit more aggressive in their strategy.
Adams says great content starts with self-awareness. Your self-awareness as a marketer is knowing your business’s strengths and weaknesses. Know your brand, its value, and how you communicate its value. Understand your differentiators and how you perform against competitors. Lastly, be conscious of your own strengths and weaknesses so you can ask for support when you need it.
Organizations who do their research harvest powerful knowledge to use for content. The best sounding board for your content are your customers and prospects. Figure out how people like to be approached with communication and understand what they need from you.
Your big idea is the lens through which you frame all discussion for a period of time, backed up by research, and connected to your space and market. Before you begin creating, answer these questions:
- Who are you targeting?
- What is your message?
- At what stage of the funnel?
- What do you want them to do?
- What channels are best?
- How will you measure success?
Media that moves people to go along with your intent tells a compelling story, uses plain language to communicate (unless you’re delivering highly technical information,) and adds a personal element. When making videos, process makes perfect, and not being afraid to take risks will help you break through plateaus in your marketing initiatives.
Watch Adams' presentation to learn all about the foundations of a killer content strategy.