Best Content Marketing For Dummies

Understanding Content Marketing

In This Chapter
▶▶ Looking at how modern marketing has changed
▶▶ Working with the PICASSO Framework
▶▶ Starting your plan C

ompanies recognize that if customers can’t find the content easy to use and enjoy, they are off to seek out something else. The opportunity to impress or even get on their radar screen is missed. Marketing expert Seth Godin has said, “Content marketing is the only marketing left.” In  this chapter, you learn how to develop an effective content  marketing strategy using the Kudani PICASSO Framework.

Understanding Why Content Marketing Is Needed Do you know what all marketers desperately want? It’s their prospects’ attention — to what they have to say and sell. Since the advent of our “always on” culture, the competition for people’s attention has been fierce. So fierce that most of
the content created by companies is never even seen by their prospects.

It wasn’t always hard to get people’s attention. We used to send marketing material and then call. Prospects were usually receptive because the salesperson was the keeper of all product information. Those days are over. You may or may not have the opportunity to meet your customers face to face. Conversations do help develop relationships, and relationships help you get and keep your customers’ attention, so how can you engage a customer in an online conversation? You can (and must!) use quality content that addresses their needs and provides valuable information. You can do that using the PICASSO Framework.

Using the PICASSO Framework

 The PICASSO Framework was developed by Kudani for use with its KudaniCloud content marketing software. It is a proven content marketing blueprint that gives you the confidence to create a profitable content marketing program.You don’t need to use the KudaniCloud software to execute
the PICASSO Framework. However, if you do use it, you will be more effective. P‐I‐C‐A‐S‐S‐O is an acronym for Plan, Infrastructure, Create,Amplify with Syndication plus Sharing, and Outcome. Here’s an overview of the items that make up the PICASSO

Framework:
 ✓ Plan: You must start with a solid plan or you risk going off course without even realizing it. Within the planning section, you follow the M‐A‐S‐F‐C method. That is, you:
 • Define your Mission
 • Develop your Avatar
 • Create your Style sheet
 • Construct your buyer Funnel
 • Lay out your Calendar

content Marketing

This chapter covers each of these in the “Starting with a plan” section (except for the Calendar, which is covered in Chapter 3).  Infrastructure: Your infrastructure is the engine that drives all your content marketing. If you get this right, you create a solid foundation that reliably converts your prospects. Your infrastructure includes your websites, landing pages, and any other sites that act as a “shop
window” to entice customers.

 Create: Creation of content is the most difficult for content marketers because it requires an ongoing commitment to publishing quality content on a consistent basis. Amplify with Syndication and Sharing: To promote your content and get your message heard, you need to use both organic and paid tactics. Outcome: Metrics you choose will help you determine how much traction you are getting. The book covers all these pieces of the framework, and you begin by creating your plan.

  Starting with a Plan You may have started publishing content without a plan. 

It might have seemed easier to write an article or blog post and see whether it resonated with your audience. The bad news was that your content probably went unnoticed. All your hard work and effort may have been wasted. You’re not alone. A variety of factors, including Google filters and poorly constructed content, mean that the majority of content you created will never be seen by the people targeted unless you are strategic about how to reach those  targets.

Defining your mission To reach your audience, you need to begin with a clear mission statement. You may think that mission statements

Best Content Marketing For Dummies