Brands should identify their assets and weak points before developing a content marketing roadmap

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 30, 2019, 3:52 PM UTC

Active employee engagement can complement content marketing efforts. 

This piece recommends that marketers should conduct engaging workshops to help employees realise the importance of effective content marketing and how they can contribute to it. Underscoring the importance of individual contributions can improve the brand’s overall content marketing efforts and further help in identifying valuable assets.

Organisations should conduct an audit to understand the current content types and their contribution to the brand’s campaigns. It will help marketers to identify business growth drivers, and consequently develop a useful content marketing roadmap.

The author suggests marketers should encourage employees to create and share compelling content to engage their customers and potential customers. But the content should emphasise the reader’s needs and contain a clear call-to-action for effective leverage.

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[14 minute read]