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.

One Response to “If you build it they will come: Three steps to a content marketing plan – Step 1: Listening”

  1. Ben Bradley

    Hi Samantha,
    Thanks for reading and the thanks for the comment. I agree discovering is the hardest part, however I have had success with this when I become ingrained with a clients marketing team. I have found it very helpful to meet with the marketing and sales teams at the same time, and discuss goals, and best practices. Become a trusted resource here, and be sure to have open communication with both teams.

    Thanks, and good luck!

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