Brand Managers and Account Planners are rarely associated with creativity and artistic genius, but most (not all) of their activity can indeed be considered as art. The art of connecting dots, uncovering connections between apparently unrelated domains and converting a white canvas into a high resolution picture of a target audience. The same picture that will kickstart and guide creative teams into high-energy brainstorming sessions to generate the next mind-blowing campaign.
If “Content is King,” then search engines are the axis of powers that put Content on the throne. Through content, you can rise through search engine rankings, drive targeted traffic to your site, nurture existing leads, and turn buyers into long-term customers and brand advocates. Yes, King Content can do all of this, but only if you know how all the parts of the Content Kingdom work together to form cohesive marketing strategies.
Here’s a quick and dirty guide to creating an effective content strategy.