DECEMBER -JANUARYMARTECHOUTLOOK.COM8IN MY OPINIONBy David Partain, Senior Vice President, Head of Marketing, Northern TrustHow To Build an Effective Content Strategy Others Will EnvyEvery good business has something to say and sell. This naturally generates different types of content, such as communicating your values or telling people an event is coming up. A good content strategy will make all of these messages reach more people and build more solid customer relationships. The most effective strategies can overcome common hurdles and are built within a basic 5-step framework.The most common content issues leaders faceAs a content manager, you've got three big problems that can hold you back: 1. It's easy for messages to get lost in the noise. Part of this is just because of the sheer number of businesses that are competing today on a global level. But it's also because people have so many different channels to go to. It's hard to pay attention to dozens of streams all happening at the same time.2. Content is expensive to create. Costs can be especially high with video. But all content has costs, such as fees for generating text or buying a license for specific software. The goal has to be to reach the biggest audience for the lowest number of dollars without sacrificing message quality or accuracy. 3. You're consistently reacting to business partner requests. In other words, people on your team have a really high sense of urgency when others come to them with something they need or want. You have to keep a cool
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