Content Marketing Considerations
With the advent of web 2.0 and the proliferation of social media, the meaning of branding has drastically changed. It’s often said that ‘content is king’ and I believe this to be an apropos statement. In today’s world of branding both organizations and individuals alike can shape their image by the content that they curate and generate.
The associated image gives a good look at the science behind content marketing and the various components and considerations that comprise a content strategy. But what of the art of content marketing? How can organizations and individuals best utilize content to elevate their personal and professional image?
My mind immediately returns to an article I read from Marketo many years ago detailing the 4-1-1 rule for effective lead nurturing. Popularized by Joe Pulizzi, founder of Junta42, the rule states:
For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.
What’s great about this approach is that it lets you stay relevant by providing a framework in which you are consistently building your brand without coming across as pushy or too “me” focused. While Joe’s methodology was likely devised for amplification of one’s personal brand, the same concept can easily be applied to the B2B marketing funnel. Simply put, every piece of hard (scheduled a demo) or soft (download a whitepaper) promotional content should be accompanied by 4 pieces of non-promotional, high value content that entertains or educates the consumer.
It is my assertion that this is truly the ‘golden rule’ of content marketing and provides a framework for scalable brand elevation, whether personal or professional. That being said, as we move into the world of web 3.0 and the metaverse it’s impossible to predict what impact these platforms will have on the ability for individuals and organizations to elevate their brands.
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