2. accessResearch reveals readers’ #1
peeve is “too many requirements
to download.” Make sure your
content is easy to find and get
and your website is easy to
navigate.
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3. trustContent marketing now faces
the same scrutiny and
skepticism of traditional
advertising. The only way to
engage prospects and gain
their trust is to be genuinely
helpful.
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5. clarityIs your content 100% clear
100% of the time?
Understandability and
readability are major factors that
will affect the success of your
content.
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7. timelinessThere’s value in offering timeless
lessons, but timely insights
score points with content
consumers. Stay on top of your
market and be nimble enough to
report on what’s going
on now.
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8. production
Too few companies have the
partnerships, capabilities, and
effective delivery networks to
consistently perform well. Examine
your people and platforms and
invest in your content
production capabilities.
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9. personalization
Content must be personalized
to increase consumption and
inspire influence and action. Having
the ability to get specific
information to the right decision
maker on a just-in-time basis is
a weapon few possess.
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10. engagement
Leading content marketers are
using customer discovery groups
focused on staying in touch
with customers. You need to
understand who needs what—
and when. Put in the effort.
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11. process
A rigorous and strategic process
for researching the market,
generating ideas, developing
compelling content across a
variety of media is deficient in
many organizations.
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12. integration
Ineffective marketers fail to
integrate people, processes
and technology. Enlist sales and
support to work with the
marketing professionals to map
effective customer journeys.
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14. measurement
Do not perform random acts of
content. Plan and refine
continuously. Use analytics and
reliable tracking tools to gather
the data that informs the your
strategies and tactics.
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