Content Marketing Summit 2016 – 10 Commandments of Content Marketing

Content Marketing Summit 2016 - 10 Commandments of Content Marketing. Tiffany Heimpel Managing Director - Canada, IZEA Inc. gave a presentation on the 10 Commandments of Content Marketing that provides good advice on what makes an effective content marketing strategy. These are her 10 Commandments for an effective content marketing program. Look at the number of visits, engagements and other social signals, like shares. However, coming up with new ideas can be tough. Marketing 101: “Frequency sells!” 5. Offer Value: You shouldn’t create content just to fill a void; customers will see through it. Try to teach (vs. selling) customers about a new product, educate them about a change in the industry or provide information that customers care about. People want to feel a connection to your brand, so help them do so through stories. The purpose of a storyteller is not to tell you how to think, but to give you question to think upon – Brandon Sanderson “ the Way of Kings” 10.

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The growing demand for sponsored content has forced media publishers to evolve to have this service as part of their tool kit for advertisers. Tiffany Heimpel Managing Director – Canada, IZEA Inc. gave a presentation on the 10 Commandments of Content Marketing that provides good advice on what makes an effective content marketing strategy. Her well received presentation to the audience at the recent Content Marketing Summit 2016 in Toronto says that content marketing is 62% cheaper than traditional advertising and 78% of Chief Marketing officers think custom content is the future of marketing. She also states that it is the most effective in the marketing toolbox. IZEA has worked with McDonalds, Johnson’s Baby, Tim Hortons, Lowes, Loblaws, Shopper’s Drug Mart and TD Bank.

These are her 10 Commandments for an effective content marketing program.

1. Have a strategy: Without a defined strategy and objective the program will not have a focus and Tiffany has this checklist

a) What is the objective?
b) What does success look like a year from now
c) What are the resources or budget?
d) How often will the content be produced?
e) What is the subject matter?
f) What format will the content be?
g) Where will it be published

2. Know your Audience: This is probably the most important commandment of all! Too many brands create content expecting it to be a magic pill that brings them customers. If you don’t know your audience, your content won’t have an impact. Here are the questions you should ask before embarking on the program.

a) Who are you targeting?
b) What do you need?
c) Have you asked them?
d) Content is about them and give them what the want

3. Consult Your metrics: Content marketing starts with a good strategy, but is perfected through metrics. Don’t…

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