If you’re like every other growing business owner with whom I have ever spoken, you struggle with getting content created for your marketing, sales, and promotional efforts. The time needed to get it done is often hard enough, but then, after the time and effort of “getting it out there,” watching it get swallowed up in the rest of the noise from similar brands is so frustrating that many times, the efforts seem for naught, and the focus turns to other tactics. The stats show that 57% of content creators cite that creating the right content for their audience is one of the major challenges they face with their marketing efforts. Unfortunately, this scenario is more the norm than the anomaly. Content becomes a necessary evil that is tackled in an ad hoc manner without a cohesive plan of attack or goals to be tracked, and the potential for ROI drops even further. Here’s the thing. Your brand needs content. It is the conversation starter and the most successful engagement tool in your toolbox between you and the people behind the brands you want to work with. Content, in all forms—from articles to memes to infographics and webinars or sales assets—educates you on who you are, what you do, and why you’re the right answer for the people you seek to engage. I know you know this, but the cycle of content-creation frustration is still very real for most brands, large and small. It’s also necessary for every brand, regardless of size. Now, hear me out. We live in a global business reality where just about every product and service is already being sold, content creators know that every story has already been told, and new or smaller brands are pitching against behemoths with a large existing client base. So, how is a smaller or newer player ever going to stand out in such a crowded field? Welcome to the P.I.T.A. principle. Content creation is the baseline for any successful brand, regardless of size or reach. But it can’t be done in a one-off, get-it-done-to-get-on-to-the-next-project kind of way, and it takes time and intention to have the required effect. So, let’s break it down: The PITA Content Plan Principle Perspective: Any company’s key differentiator is the people behind the brand. At the end of the day, whether it’s through a video, a post, a graphic, or longer-form content, we are still people seeking to connect with and engage other people. This means that you need to identify and clarify your view before you write a word, create a single image, or develop a multi-channel, multimedia content marketing editorial calendar. Your view on your industry, the market you support, the specific brands you approach, and your perspective on the offering you are bringing to market. Simply put, you must clearly and definitively identify your WHY for doing this. This takes intentional engagement with your teams – from sales to marketing, account management, and operations. For example, one great way to get feedback is to send a survey to your team that they can answer anonymously if they choose, asking how they see what you are offering and its value to your prospects and clients. Ask them to define their view of your pitch and your key – unique – way of coming to the table. Ask for comments and suggestions. The more personal you get with your WHY perspective, the more input you get from your team that you help firm up your brand’s WHY, and the more unique your baseline messaging will be. Pro Tip: When creating your messaging and content plan, avoid getting caught up in industry jargon and avoid being too human in your details. Your brand is only as unique as the people behind it, so be courageous and put your genuine stamp on it. Let your team and your personal touch be the real story. Intention: Why are you in this business? Be honest. What problem or issue are you trying to solve with your offering? Why did you get on the road, what has driven you forward, what’s derailed your progress, and how do you plan to avoid those future setbacks? All brands have had to re-route or shift their plan at some point, but it is their intention to ensure that the roads or divergences they choose expand their reach instead of reducing it. Your intention to your prospects and clients needs to address an issue they see as necessary, one that can be easily identified and that hits home to create a need to engage. If your intention is only about your end goals, you may want to rethink your plans. Pro Tip: Market research offers insight into what your target audience really needs, how they’re talking about it, and what they need to hear to pay attention. Doing market research as part of your content plan will help you define or redefine your intention for your target audience as you create your content marketing plan. Timing: Like everything, timing for every element of your content plan matters. Timing of posts, cadence between media types, channels, and messages, the timing for follow-ups, and knowing when to back off are almost as important as the message you send. This is most important when using multiple mediums and platforms to get your message out. Your content plan needs a clear editorial calendar as its guide to ensure well-balanced, diverse, and trackable content shares. This calendar should be visible and used by both sales and marketing teams, clearly defining what is being shared (topic, media type, goal), with whom, and on what platforms to avoid cross-or-adverse messaging. Pro Tip: Your sales and marketing team need to work as a combined Growth Team instead of working in silos on their own. Your content plan can be the baseline of this effort, leading to better success, like 38% higher conversion rates and 36% higher client retention rates. Audience: The final criterion of why content plans have to be a P.I.T.A.
