There are those elements that make content great: valuable data, a conversational tone, an engaging story, perhaps some eye-catching design.
Each is indispensable for bringing people in and bringing back, again and again.
But what if you’re developing a content campaign – something you want to see have enduring success? Then you’ll need more than style and substance; you’ll need a cohesive strategy.
We’ve launched our share of content campaigns and found four common ingredients that lead to successful launches.
1. An Editor
You’ve probably heard the mantra to “act like publishers.” Well, publishers hire editors.
An editor will not only supply ideas and communication skills, but also can help solicit and shape material supplied by your chief content providers: your colleagues. Editors are the people who keep projects moving forward and the marketing speak to a minimum.
2. Buyer Personas