The Two Simple Questions That Drive a Great Strategy
In my last video and column, I brought up the plethora of terrible, same same, bland, regurgitated content that tries to pass itself off as branded content, pointing out that much of the reason it exists is that brands aren't willing to take the time to dive into the research and insights and build a strategy beforehand.
And in our follow-up podcast discussion, I put a good part of the blame on the agencies who are not only willing to compromise on strategy to get the gig, but those who add "content marketing" as a line item to their offerings without having any inkling that there should be a strategy behind it.
In this video, I show a high-level overview of our research and insights process. It comes down to two simple questions: a. who is the audience? b. what are your goals? Seems simple, right? Well...
When I say high-level overview, it really is. To give you a sense of what goes into answering those two simple questions, it looks something like this (ps. our graphic design team is going to kill me for posting this...it's ugly right now, but is being prettified for the future as we emphasize the strategic part of what we do):
In the video, I don't only talk about the research and insights, but how this turns into a strategy AND give two examples of two clients who work at THE SAME FIRM who have very different approaches to content, even when some of the subjects are the same.
You can find Nancy Graham's channel here and Ben Felix's channel here.
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Truly Social is a web series that you can share with your boss or client when they’re not really “getting” it. It’s also the name of my company — where we work with clients on helping them develop strategies for the social era, specializing in creating content series and brand publications.
I’ve been working on this stuff for over 19 years and I’ve been a participant in the social web since 1992. My videos (usually) come out twice a month …with ~5 minute “lessons” on what are truly social practices (and what are NOT).
Data Scientist and Investment Analytics Auditor en Afore XXI Banorte
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Respect the approach, yet one issue I have. IMHO, the relevant, words and terms you use to explain your approach and to help marketing folk to understand, remain foreign to them. Yet in my experience they are too proud to admit they don't have a clue what these terms mean. My suggestion is that you use more common words in describing processes that must be followed to avoid throwing good money after bad. You're on it, just remember those in power aren't up on the latest terms used in describing your valuable points as to how today's communication is deployed and expressed. My penny's for you. Mark
Gluten-free food business development specialist
6 年Thank you Tara for this and the others in your series. You’re spot on!
Growth marketer ??. Using a data driven ?? approach to bring new customers/clients ???????? via social media marketing & video. And not being boring while doing it!
6 年Very nice! Thanks for sharing?
Customer Success Manager @ TrueContext
6 年Amazing! Thank you Tara!