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Agile Computing Authors: Liz McMillan, Zakia Bouachraoui, Yeshim Deniz, Elizabeth White, Pat Romanski

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Writing Stuff or Content Marketing?

The distinction between collateral creation and an effective content marketing strategy.

The difference between a hoarder and a collector is organization. The same holds true for the distinction between collateral creation and content marketing. Creating and posting piles of "stuff" online is not the same thing as cultivating and engaging an audience as a trusted expert and thought leader.

Having a strong content marketing strategy can improve the effectiveness of inbound marketing through all buying phases, from awareness through purchase, and increase overall brand equity. Answering the following questions should help guide your strategy successfully:

1. Who is my audience?
2. What can I offer that will interest my audience?
3. Does my offering tie back to the products/services I sell?
4. What is my brand voice/personality?
5. How will I distribute the content I create?

Having the answers helps bound what you should be creating, align content with your overall marketing and business objectives, and helps you manage a realistic delivery plan.

Sure, you may know a great deal about a range of subjects, but by focusing on a specific area, you can build credibility and provide meaningful value to an audience that is truly interested. Research what is of interest to the folks in your target audience. Do you have expertise to fill in knowledge gaps, answer questions, and offer guidance? Do you have controversial thoughts and ideas? Whether your content creation takes the form of videos, blogs, white papers, guides or whatnot, you should aim to create content that provides valuable insight and useful tools for your audience around your chosen topic. Every piece of content you produce should be of high quality and very relevant to your audience. That is what helps credential you as a trusted source and builds equity in your brand.

More Stories By Agnes Lamont

Agnes Lamont works with clients in the data storage industry who need both strategic counsel and marketing implementation services. With Agnes' help MarketingSage clients have successfully launched complex products and built respected brands within the industry. Agnes' expertise comes from a decade plus of in-company product management and marketing responsibilities. She has worked directly with the engineering teams and the sales people; analyzed the markets and the competition; defined product features; evangelized the technology; managed the budgets; written the white papers and made the presentations.

Agnes' data storage expertise gives her the ability and credibility to directly represent data storage clients. As such, she has sat on industry standards committees. She has made numerous product/technology presentations to analysts, press and seminar audiences. She has also written many technology related articles. While there are marketing service firms that claim data storage expertise, none come close to the depth or breath of talent, tools and contacts that can be brought to your business by Agnes Lamont and her MarketingSage team.

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