We get a lot of questions about content – from organizational structure and workflow process all the way down to “Which should we do – a white paper or a webinar?” That’s because you can’t market without content, which makes the whole idea of “content marketing” as something new a little absurd, but I get it – we need more content than ever before, and that content needs to be better.
Many organizations are in the process of mapping existing content assets to the buyer’s journey and developing strategies for filling gaps, but how do we ensure that the new content we’re creating is of high quality?
Low-quality content often lacks one of the following “Three A’s” of content:
When organizations fail to consider audience or activation points, they often leap to asset format as the first question ("We need to run a campaign – should it be a white paper or a webinar?"). Consider each of the three A's of content to remove some of the guesswork from the process of planning your content assets and tactical mix.