This article originally appeared on PR Daily in April of 2018.
Do you have the nagging feeling it’s all just the “same ol’, same ol'”?
You’ve defined your brand position and have a clear marketing strategy. You’re settled on content marketing to get your message to your audience. Let’s even assume you’ve documented a content strategy—to one degree or another.
You get reports, monthly, and are informed of activity every two weeks. There are impressions. There’s a smattering of engagement. You’re doing what you’re supposed to be doing.
However, you still don’t sense there’s significant value.
Here are three ways to change your perspective on content marketing—three ways to challenge yourself and your team, and three things to expect from your agency.
Challenge No. 1: Start with the audience, then develop story.
Start by understanding your audience as best you can. Then, turn what you know about your story and flip it so you see it through their eyes, from their perspective.