Monday, November 17, 2014

CMO: Content is King - Are You Leveraging the Best Content for Your Market?


As a CMO, it’s not surprising that more and more companies are increasing their spend and focus on producing and spreading relevant content. As a brand manager for a Fortune 150 company and owner of several small businesses, I too am shifting my focus to the importance of content marketing. During my time as a graduate student at Northwestern Medill IMC program, I found two insightful articles on leveraging and producing amazing content for your business/organization.

The first article, titled “So You’ve Made Some Content, Now What Do You Do With It” by Tim Peterson and published on October 13, 2014 focuses on how content can make or break your marketing and social strategy. Peterson notes that marketers, on average, are spending 40% of their budgets on content marketing.  Although some content may work on multiple platforms, organizations continue to look at how each social medium requires different types or variations of a particular piece of content. The user’s content needs vary greatly from Facebook to Twitter and everything in between.



The next article, “6 Tools To Jump Start Your Video Content Marketing” by Drew Hendricks was published on October 16, 2014.  Hendricks offers insights into how the content marketing is changing – from social media and blogs to video and infographics in order to appeal visually to consumers. Like the previous article, Hendricks also believes using the right type of content for the right type of channel is key to success.  In fact, he finds that many businesses are finding they need an arsenal of resources to help develop these many different types of content needed and includes a list of affordable video services for organizations looking to diversify their creation types: Powtoon.com, Wideo, Screenr and Wistia.

After reviewing these articles, and based on my experience through the graduate program at Northwestern Medill IMC, here are three easy action items any CMO should immediately begin to think about and take action on:
1.     Identify your audience: sometimes your online audience is different than your offline one, make sure you know who you are targeting and what social sites they are currently using.
2.     Make your organization different:  what do you deliver from a product and knowledge standpoint that others don’t? How can you leverage your content in a creative way that other competitors aren’t doing?
3.     Where do you post: do you have more engagement on Facebook; does your business lend itself well to Instagram? Knowing where your customers will go for content is crucial. Determine the medium you’ll deliver your content through and identify what external resources you’ll need to produce and share it.


Jessica Balfour (@JezzieMarie) is a Chicago-based brand manager for Exelon Corporation, the nation’s leading diversified energy provider and a Northwestern University graduate student in the Integrated Marketing Communications program.  In addition, Jessica co-owns two small businesses downtown Chicago including, Chicago Institute of Natural Health and CrossFit 312. 

8 comments:

  1. I really appreciate the efforts you put into reviewing these useful resources.

    --------------------------
    Also checkout our 2017 New Year Celebration new collections.

    ReplyDelete
  2. Cheerful Birthday to You, additionally referred to all the more essentially as "Glad Birthday", is a melody that is customarily sung to praise the commemoration of a man's introduction to the world. As per the 1998 Guinness World Records, "Glad Birthday to You" is the most perceived tune in the English dialect, trailed by "For He's a Jolly Good Fellow". The tune's base verses have been converted into no less than 18 dialects. The tune of "Upbeat Birthday to You" originates from the melody "Great Morning to All", which has customarily been ascribed to American sisters Patty and Mildred J. Slope in 1893, in spite of the fact that the claim that the sisters created the tune is questioned.
    happy birthday nephew
    Father's Day
    https://simple.wikipedia.org/wiki/Easter

    ReplyDelete
  3. http://www.merrychristmasquotesimageswishes.com/
    Christmas is an annual festival commemorating the birth of Jesus Christ, observed most commonly on December 25 as a religious and cultural celebration among billions of people around the world. A feast central to the Christian liturgical year,christianmerrychristmasimages it is preceded by the season of Advent or the Nativity Fast and initiates the season of Christmastide, which historically in the West lasts twelve days and culminates on Twelfth Night in some traditions, Christmastide includes an Octave. Christmas Day is a public holiday in many of the world's nations,Happy New Year 2018 is celebrated religiously by a majority of Christians, as well as culturally by many non-Christians, and forms an integral part of the holiday season. In several countries, celebrating Christmas Eve has the main focus rather than Christmas Day.
    https://en.wikipedia.org/wiki/Christmas

    ReplyDelete
  4. Ultimate article post in this blog. Thanks for sharing to us. It can help a lot to improve our knowledge
    Gone are the days when a business laid down an annual sum to have its information listed in the Yellow Pages. These days it’s crucial for all businesses to instead prominently list themselves in online directories.AIR pros is a directory of service companies in your area with a geolocation system, automatic translation of the content.The site is optimized to facilitate the referencing of referenced companies.You can search for companies by department or city and look at their profile before contacting them.

    ReplyDelete
  5. I love reading through your blog. It’s very interesting blog. Thanks for sharing valuable information to us.
    W88asia

    ReplyDelete
  6. Packers and Movers in Delhi- Transportation, the movement of goods and persons from place to place and the various means by which such movement is accomplished.scretch free Transportation service by giving Gaurantee to their customers.Persons operating in ACPL (Air Cargo Packers Logistics ) square measure Well Trained and Qualified

    ReplyDelete
  7. Movers in Abu Dhabi
    https://www.wemovers.ae/
    Professional Movers in Abu Dhabi #1 Moving companies in Abu Dhabi Offers Budget Moving Services Abu Dhabi Professional Movers Award Winner Offers Urgent Movers in Abu Dhabi.
    1632906407669-10

    ReplyDelete