Staff Reporters
Mar 11, 2014

Don't try to boil the ocean: Five tips from Content Marketing Asia speaker Joe Piluzzi

Joe Pulizzi, founder of the Content Marketing Institute and a featured speaker at the upcoming Content Marketing Asia seminar in Singapore on April 8, shares five tips for brands looking to get started in content marketing.

Joe Piluzzi
Joe Piluzzi

Content Marketing Asia, taking place on April 8 in Singapore, will bring together 100 to 150 CMOs, marketing directors, senior marketing managers and brand managers. The day features content experts from across the globe sharing their experiences of deploying the power of content, specifically in Asian’s dynamic market. 

One of those experts, Joe Pulizzi, founder of the Content Marketing Institute, provided a small taste of the seminar's content by sharing five "Content 101" tips for brands:

1. Get a strategy: The majority of marketers don't have any kind of documented content marketing strategy. The best place to start is to think about creating a content marketing mission statement.  This is like an editorial mission, and helps shape all the content you are creating specific to your target audience.

(Pulizzi said that "more companies creating lots of content without really knowing why they are doing it and how it will help the business" is what keeps him up at night. "I don't care if you do a strategy on a napkin...just get one," he said.)

2. Focus on subscribers: Social media channels are great, but you don't have control over any of those connections. If you build a content ship, built it on owned, not rented land.

3. Go small: Don't try to boil the ocean with your content. Try to find the sweet spot where you can really be the leading expert in the world on that particular area.

4. Hire an editor: Most companies have tons of raw content, but no-one to make that content come alive. Hiring an editor will go a long way.

5. Consider buying: Hey, instead of building your content factory, why not just buy a media company? It's worth a look.


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