Ten Tips For Building Your 2017 Marketing Plan

So you’ve decided that 2017 will finally be the year you take your company from the same ole’ water systems manufacturer with an old and tired marketing strategy and go modern. You’ve recognized the key to this shift is to start utilizing (or increase usage of) content as a staple or base for your efforts.

Need an outline of steps?  Refer to my checklist below and get started.

1. Know what outcomes the senior officers in your company care about and develop a content marketing strategy clearly tied to those outcomes.

Unless you own the company, you’re going to need buy-in and approval from the person, or people, in charge.  The best way to do that is to align your content marketing strategy with specifics you know they see as the direction they would like to take the company.  Could it be a new product?  Could it be a new market?  Show how content can help tell that story and you are off to a good start.

2. You need to aim to be THE authority in your messaging.

What is your area of expertise?  For Example: Is it disinfection?  If so, what kind of disinfection?  What problems would a potential customer face before exploring your technology?  Know the answers to these questions AND the questions your audience is asking and be as specific as possible.

3. Shift PR budgets to content marketing.

PR is not what it used to be 10 or 20 years ago.  People aren’t taking the time to read about how great you are.  Why keep putting funds into something that is not providing a tangible return when those funds can be used to bolster your content.  GET RID of USELESS and OUTDATED TACTICS

4. Identify what makes your offering and brand different than ANYONE else.Be specific!

5. Talk to customers frequently.

Daily, weekly, whatever it takes to understand WHAT will make them connect with your brand.

6. There is nothing better than leaning into social issues so your message remains top of mind.

7. Have your sales team identify which pieces of content they would share with prospects if you create it

8. Think about your distribution strategy before you start to create it.

9. Build email subscribers.

Can’t get email? Retarget website visitors with ads.

10. Track all activities to revenue.

Revenue drives everything and your content strategy is no different.

This shift in focus represents a big turning point in the evolution of your company and your brand.  Don’t be afraid to make an impact.