Adopting the right content marketing principles

The Content Marketing Institute shares some dos and don'ts for marketing leaders on content marketing tactics that work

Content Marketing Institute (CMI) founder, Joe Pulizzi, is one of the world’s leading experts on effective content marketing. In light of CMO’s recent look into how 7 marketing leaders are conducting their own content marketing efforts, we asked Pulizzi to give us his views on where organisations and going right, and where they’re going wrong.

For him, the number one stumbling block for Australian organisations engaging in sub-par content marketing tactics is the lack of thought behind their efforts.

“Even though the majority of Australian brands are engaging in content marketing, well over half do not have a formal content strategy,” he pointed out. “That means the majority of brands are creating and distributing content without knowing why they are doing it, or what the outcome should be for the reader. This is a major challenge to overcome.”

Currently across Asia-Pacific, the United Kingdom and North America, three of every $10 is spent on content creation and distribution, with smaller companies outlaying more as a percentage. While he doesn’t believe there is an optimum amount, Pulizzi did expect this figure to rise to as much as half of total marketing budgets in the future.

“Simply put, most organisations are still overweight in paid media,” he claimed. “What we are seeing right now is a correction in the marketplace from an overleveraging of paid media to owned media. That said... savvy content marketers should be leveraging paid media to effectively market their content.”

Pulizzi identified three areas marketers should look at when creating and distributing content: Is it driving sales; is it saving costs; or is it creating happier customers? “From there, we choose our objectives, whether these be customer retention, demand generation, cross-sell, up-sell, general awareness,” he said. “And from there, the metrics that help us tell the measurement story.

Why your B2Bcontent marketing strategy isn't working
Content marketing is cool, but effectiveness remains an issue
Telstra jumps into new LinkedIn content marketing program

“The problem right now is that most marketers are looking at metrics as objectives [for example, counting followers or looking at Web traffic]. What we want to focus on is Return on Objective (ROO).

"What is the overall objective of the content marketing program and then what metrics can we use to show return on that objective?”

Pulizzi also outlined the principles of epic content marketing as way for CMOs to improve their storytelling game:

  1. Does the content fill a significant need to your audience?
  2. Are you communicating consistently (or setting it up as just a campaign)?
  3. Are you communicating in an authentic voice (like a human being)?
  4. Do you have a meaningful point of view with your content?
  5. The content should be devoid of sales speak.
  6. Is the content best of breed? Is the content of higher quality than any other content focusing on that niche?

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

We can deliver DIP N PAY JP54,JET A1,D2,FOB @Rotterdam CRUDE OIL CIF /DIP N PAY TANKFARM CHINA ,we have sellers that can work based on st...

JSafra Bank

Google+ and Blogger cozy up with new comment system

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in