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.
4
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.
10
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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