Industry Magazine Grand General Agency Fall 2016 | Page 21

ONE OF THE BIGGEST MISTAKES
COMPANIES MAKE IS NOT PLANNING
IN ADVANCE TO ACQUIRE AN AUDIENCE
THROUGH CONTENT CREATION AND
DISTRIBUTION.

Goodbye Junk.
Hello Relief!

others don’t: they have a documented content marketing
plan, and they refer to that plan on a regular basis.

No Process.
I see it every day. Scenario: Marketing campaign…ads to
be placed…then someone asks about the content plan…
people scurry about…someone runs out to get the content.
Plan upfront to create, repurpose, and distribute content.

Where’s the Call?
Each piece of content should have a call to action or a
customer behavior you’d like to see. What would happen if
you asked why to each piece of content you create? I’ll tell
you what. You’ll either know the call to action or you’ll kill the
content for lack of purpose.

Channel Silo.
Are you p