{"id":27667,"date":"2023-01-04T19:21:30","date_gmt":"2023-01-04T19:21:30","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/04\/principles-platforms-and-content-distribution\/"},"modified":"2023-01-04T19:21:30","modified_gmt":"2023-01-04T19:21:30","slug":"principles-platforms-and-content-distribution","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/04\/principles-platforms-and-content-distribution\/","title":{"rendered":"Principles, Platforms, and Content Distribution"},"content":{"rendered":"

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I meet with business and marketing leaders all the time who ask me the same questions:<\/p>\n

Marcus, should we start a blog?<\/em><\/p>\n

Marcus, should we create a YouTube channel?<\/em><\/p>\n

Marcus, should we get on TikTok?<\/em><\/p>\n

These are not the questions they should be asking.<\/strong><\/p>\n

Questions about platforms and tactics should always come AFTER questions about principles. You should first ask yourself: What principles are important to our company \u2014 and how do we use these principles to guide our marketing?<\/p>\n

At IMPACT, we help companies commit to the principle of buyer education<\/span><\/a>.\u00a0<\/p>\n

\"principles-before-tactics\"<\/p>\n

Once they have that principle as their guiding light, they can start asking the right questions about their marketing:<\/p>\n

We want to answer our customers\u2019 questions. Would a blog be a good tool to do this?\u00a0<\/em><\/p>\n

We want to build trust. Can we use YouTube to do so?<\/em><\/p>\n

We\u2019re committed to educating our audience. Can we use TikTok to reach them?<\/em><\/p>\n

See how those questions sound much better?<\/p>\n

\u00a0Blogging works better when you write about topics your buyers care about.<\/a><\/p>\n

Content marketing is changing under our feet: More content, more platforms, more noise. But we don\u2019t meet the challenge by chasing trends.\u00a0<\/p>\n

We meet it by holding fast to our principles and serving our audience.<\/p>\n

The goal of content marketing should always be education<\/h2>\n

Buyers want information. When they\u2019re getting ready to make a purchase, they want to know that they\u2019re making the right choice and getting a good deal<\/a>.\u00a0<\/p>\n

What they don\u2019t want is a sales pitch.<\/p>\n

The beauty of content marketing<\/a> is that the internet can seamlessly connect buyers and sellers.<\/p>\n

\"teach-before-sell\"<\/p>\n

But we shouldn\u2019t just think of ourselves as sellers. We should think of ourselves as educators.\u00a0<\/p>\n

We always need to teach before we sell, helping potential customers understand their challenges and the raft of solutions available to them.\u00a0<\/p>\n

\u2026but you need to determine where<\/em> and how<\/em> to educate<\/h3>\n

With that said, there are more avenues for buyer education than ever before. If you\u2019re just publishing blog articles and hoping hordes of qualified traffic will come to you, you\u2019re limiting your potential reach.\u00a0<\/p>\n

At the same time, customer behavior is getting harder and harder to track, making traditional metrics less reliable<\/span><\/a>.\u00a0\u00a0<\/p>\n

Smart marketing teams are taking all of this into account when they plan their upcoming strategy.<\/p>\n

Content marketing is getting harder to measure<\/h2>\n

Content marketing has relied on the same metrics for years, but these are getting harder to track, predict, and measure.\u00a0<\/p>\n

Measuring traffic ON your website\u00a0<\/h3>\n

It used to be if someone visited your website, you\u2019d get data on the visit. But it\u2019s not as simple as it once was.\u00a0<\/p>\n

Traffic data is less reliable than it once was.<\/p>\n