3 keys to successful content marketing

If you're looking to invest your marketing dollars in a creative campaign targeting your consumer, you want to make sure your efforts hit the mark.  And though beautiful creative might go a long way, there are a few key elements you'll need to implement to ensure success.  

1. CREATE CONTENT THAT IS TRUE TO YOUR BRAND

The best way to do this is to invest in developing a brand book, also known as a style guide. Whether you're large and established, rebranding, or just starting up - a brand book is the key touchpoint for everyone working on your brand.  It lays out your standards and guidelines for look, feel, tone, colour scheme, etc. From packaging to social media to paid ads, you want to ensure that every consumer touchpoint depicts your brand in a way that is true and recognizable. And the only way to ensure this is to have a brand book so everyone is creating content based on the same rules and criteria.

2. DEVELOP YOUR CONTENT ROAD MAP

Before you go out with any content, you first need to align on a Content Strategy.  Consider this your map to your destination, with all the stops planned out along the way. Your content is what will build brand awareness, generate leads and drive conversions, so using your goals and objectives you need to map out your plan in a well-planned strategy to ensure success.

3. PUT OUT CONSISTENT MESSAGING ACROSS ALL PLATFORMS

We're not saying everything needs to sound the same.  Different platforms require different tones and forms of content.  But you need to ensure that the story you tell on each platform stays true to your brand.  No matter where people discover you, everywhere they look should tell a consistent story and help customers identify your brand.