If you build it they will come: Three steps to a content marketing plan – Step 1: Listening
While reading the Depth on Demand blog by Miguel Gonzalez, it got me thinking about how to build a content marketing plan that will give your clients what they want, when they want it. Building a content marketing plan can be as simple as a three step process.
Step 1: Listening
Ralph Nichols said, “The most basic of all human needs is the need to understand and be understood. The best way to understand people is to listen to them.”
When building out a content marketing strategy listening and truly understanding your audience is key. Listen to what your audience wants and give them what they need. This in itself is a two step process. First, you need to listen to your sales team – know what they want as their ideal leads. Who do they have the most success with? Who do they struggle with? This process needs to be ever-evolving, and the communication needs to stay open.
Second, you need to find your audience and listen to them about what they need to build a business case around your offerings. What are their pain points? How does your organization fit to help them? You are tasked with helping these buyers build their business case; however, you can only do this if you listen to your buyers’ and potential buyers’ stories.