Before you embark on your next marketing communication or content marketing initiative, you need to answer two questions:

What are you trying to accomplish?

Here is a list of things to consider:

  • Are you trying to attract a target audience?
  • Do you want to convince a prospect to do something?
  • Are you trying to overcome a barrier in the sales process?
  • Are you trying to position yourself against competition?

How is the thing you’re about to do going to achieve that?

Now consider this:

  • How are you going to use your marketing piece?
  • How will you deliver it?
  • When will you deliver it in your sales cycle?
  • How will the marketing price fit in the prospect’s buying cycle?
  • Is the piece you’re about to create the right type of MARCOM to best fit your purpose? white paper, case study, application note, catalog, letter, report, video, podcast, etc.
  • What is the appropriate call to action, given how the piece will be used in the selling and buying cycles?

There are other things to consider, but the things above tend to trip more plans than most. Before you spend your next dollar creating marketing materials, ask yourself the questions above and let your answers shape the project.

What would you add to these lists?



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