Content Marketing Tips for 2011
By Joe Pulizzi, founder, Content Marketing Institute
1. Realize you’re a media publishing company
(yes, you as a person and as an organization). The
whole idea of content marketing is to create
relevant, engaging content. Publishers don’t simply
start writing—they listen, research, experiment, and
plan before they publish, and so should you!
2. Truly integrated marketing is difficult to
achieve, but worth the fight. It is all too common
to have various tactics siloed in organizations
today. Break down the barriers and don’t think
integration means having the same message on every
channel. Each new channel has its own unique
audience that deserves your team’s attention.
3. Consistency. Consistency. Consistency. Whether
you are starting a blog, a custom publication, or
any other content marketing initiative, make sure
you start with a plan. Develop a schedule, and
consistently deliver on your “content promise” to
4. Start by planning and understanding your
expectations for each content marketing effort. The
discipline of content marketing is not new. It is
simply becoming more important in today’s
environment. Before adding any tactic to your to-do
list, make sure it fits into your overall marketing
plan, and that clear expectations have been set.
5. Bad content is a commodity. Good content is
invaluable. It goes without saying that you want the
content you create to be truly unique. Otherwise,
you’re simply wasting your time and adding to the
6. Evaluate your content marketing budget for 2011.
The average company spends 20 percent to 40 percent
of their total marketing budget on content
marketing. If your budget dedicates less than 30
percent to creation and distribution of content, you
should put some thought into how you allocate your
budget for 2011.
7. Consider balancing doing-it-yourself vs.
outsourcing. Once you have content marketing worked
into your overall marketing plan, consider
outsourcing the more complex components, and keeping
what you can handle in-house. At the end of the day,
don’t bite off more than you can chew.
8. 2011—the mobile marketing tipping point. If
social media was the rage in 2009 and 2010, 2011 is
going to be the year of mobile marketing. All
marketers should be thinking about how we can
develop helpful, useful content for people who want
it and need it on their mobile device.
---Source: Priority Integrated
Marketing July 16, 2010 (www.priorityresults.com).
Joe Pulizzi is an author, speaker, evangelist, and
content marketing expert. Check out Joe Pulizzi on
his LinkedIn page (http://www.linkedin.com/in/joepulizzi)
or follow him on Twitter (@juntajoe).