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content strategy.pdf - HOWTO CREATE A CONTENT STRATEGY T...

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HOWTO CREATE A CONTENT STRATEGY T here is no shortage of content market- ing experts these days, and there’s no shortage of ideas on the best ways for companies to leverage their content to achieve desired results. The problem is that these ideas are often without context—not grounded in real-world examples that can help would-be con- tent marketers get their arms around what content strategy is all about. Here, through a fictional example of a company that’s interested in gaining clients and driving busi- ness through content marketing, we apply the ad- vice of content marketing experts to demonstrate how it can be used in concrete ways. Strategy is, simply, a plan to get from here to there.
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j How to Create a Content Strategy | THE COMPANY Jazz Jones has decided to lever- age her unique background to launch a leadership coaching and develop- ment company in the healthcare market. She started her career as a nurse and later trained to be a nurse practitioner, ultimately going on to earn a Ph.D., specializing in internal medicine. Later, she entered health- care administration—serving as chief administrative officer (CAO) in a midsize healthcare system. She knows that healthcare is an in- dustry that is being affected by many changes, that skilled leaders are criti- cal, and that, particularly given the an- ticipated retirement of Baby Boomers, there is a growing gap in the leader- ship pipeline. She wants to work with healthcare organizations to identify and develop potential leaders to fill this gap through her company, Lead- ing for Your Health. She’s heard a lot about content marketing and, particu- larly because she has a limited bud- get, is hoping to expand her reach and generate new business across a much wider geography. Jones has been following content marketing gurus such as Joe Pulizzi with the Content Marketing Institute (CMI), Brian Halligan and Dharmesh Shah with HubSpot, Ann Handley with MarketingProfs, Jay Baer with Convince & Convert, and many, many more. She’s familiar with CMI’s research that suggests the biggest downfall for both B2B and business- to-consumer (B2C) marketers is the lack of a formal content marketing strategy, but she is struggling to de- termine what that really means. WHAT IS STRATEGY? Strategy is, simply, a plan to get from here to there. With an identi- fied end in mind, strategy is created to provide a road map of the “how” and “what” that will ultimately lead to success. This is true whether you are creating a strategy for a family va- cation, a business launch, or content marketing. It’s not new. It’s not magic. But it can be quite complex because of a wide range of moving parts that can impact strategy—such as new technol- ogy, new competitors, unexpected competitive moves, and changes in consumer interests and behaviors.
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