Can’t remember? That’s because it never happened—ever.
What does that tell you? People don’t trade traditional advertising in the social space. While there are exceptions—like Superbowl ads , which are actually entertainment—most people trade content.
If you want people to see your content in search and trade it on social media, you need to make sure your digital marketing strategy, whether it has traditional advertising or not, includes a content strategy at its core.
It’s easy to say you need to have a content strategy. The question is where do you start, and what must you consider as you build your strategy? Here are some of my thoughts, plus some I culled from a discussion on Quora.
1. Know the breadth of your audience.
Your audience is composed of potential customers, knowledge leaders, those who see you as a thought leader and pass your wisdom along (advocates), and to some degree, your detractors.
You want to speak to the needs of that entire audience because they all have potential to help you in their own unique ways: