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<strong>The</strong> content “sandwich”<br />
Your created and curated content<br />
might be the main course, but<br />
strong content marketing is always<br />
sandwiched between solid front-end<br />
and back-end strategy.<br />
Front-end strategy:<br />
from menu planning to the test kitchen<br />
Don’t guess at what the beast wants. You might get lucky, but you might miss the<br />
mark and find the beast’s attention drawn away by the savory smells coming from<br />
someone else’s kitchen. Invest in due diligence so you can offer an irresistible<br />
content smorgasbord.<br />
Step 1: Goals<br />
If you’re going to go to all the effort of feeding the content beast, you should know<br />
what you’re hoping to achieve so you can tailor the meal to meet your business<br />
goals. <strong>The</strong> content you produce and curate can be designed to achieve a wide<br />
variety of goals. For example:<br />
Increasing<br />
Improving<br />
º Site traffic º Search engine optimization (SEO)<br />
º Brand awareness and visibility º Customer service<br />
º Asset downloads<br />
º Lead generation Building<br />
º Customer trust, rapport, and loyalty<br />
Educating prospects<br />
º Industry credibility<br />
º On your industry<br />
º On your product benefits Creating community<br />
º Manage the conversation<br />
Defining your goals helps you make smart content decisions. Knowing what you<br />
hope to accomplish, you can make sure each and every piece of content moves you<br />
towards that objective.<br />
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