Content and more content. You can read tons of blog posts, analyst recommendations, industry articles and more, all pointing out the need for content. Today's marketing is fueled by massive amounts of content – whether online or off. But, without a plan your content will likely suck wind.
Content has a job to do. This means it needs a job description.
Imagine hiring a new employee, showing them to their desk and saying "have at it." How successful do you think that employee will be without a clear understanding of roles and responsiblities required to achieve the goals you've set for them?
If I had to develop a job description for marketing content, it might look something like this.
Position: Marketing Content
Role: To consistently engage targeted prospects during each stage of their buying process.
Responsibilities: To create pipeline progression by encouraging prospects to take next steps toward purchase, build credibility and inspire trust in the company's expertise.
Required Skill Set: Marketing Content must have the ability to…
- Adjust to meet the relevance requirements of the prospect.
- Address a facet of a problem the prospect is trying to solve.
- Answer a question the prospect is asking.
- Hook the reader in less than 7 seconds.
- Be scannable as well as easily read and understood.
- Deliver useful information the prospect values.
- Be the rockstar during nurturing programs.
- Compel prospects to do what you ask of them.
- Hold attention for the duration of the read.
- Provide visual ideas that help prospects share them with others on the buying committee.
- Morph into the appropriate format for the communication.
- Be findable whenever prospects search for you.
- Invite website visitors inside the front door.
- Gain attention in crowded social settings.
- Refer prospects to your "marketing content" colleagues.
- Show prospects how we deliver more than the other guys. (adapted from Larry's suggestion below)
How much of your content is living up to its job description?
What would you add?
Just a little something to think about as you go off to "Labor" this weekend.
