This approach misses the mark. When you start planning the development of marketing content, the first thing to think about is the purpose or function of the content. As a whole, your marketing content has to perform three basic functions. I call these functions educate, demonstrate, and reassure.
Educate - This type of content is designed to help potential buyers understand the problem or issue they're facing and how the problem or issue can be addressed. Educational content is factual and mostly non-promotional. It focuses on your prospects' challenges and not on your company or your products or services. Educational content includes content that:
- Explains the root cause of the problem/issue
- Describes the ramifications of the problem/issue
- Explains why it's important to address the problem/issue now
- Describes how other companies have successfully addressed the problem/issue
- Explains how to evaluate potential solutions
- Describes the features/functionality of your solution
- Describes the unique or differentiated benefits that your solution provides
- Describes your company (history, values, etc.)
- Demonstrates the value of your solution
- Customer success stories that prove the value of your solution
- Customer success stories that validate ease of implementation and use
- Analyst reports that show the financial stability of your company
Once you're sure that your content plan includes content that performs all three of these functions, then you can focus on specific formats.