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In content creation, getting caught up in the excitement of producing something new is easy. Whether it’s a blog post, a video, or a podcast, creating content can be a thrilling experience. However, it’s important to remember that simply creating great content isn’t enough. To truly succeed as a content creator, you need to have a marketing plan.
This is a point that Joe Pulizzi and Newt Barrett make in their book, “Get Content Get Customers.” They write, “Before you create any more ‘great content,’ figure out how you are going to market it first.”
This advice may seem counterintuitive at first. After all, isn’t the point of creating great content to attract an audience? Why worry about marketing before the content even exists?
The truth is marketing is an essential part of the content creation process. Without a plan in place for how you will promote your content, it will likely fall flat and go unnoticed.
So, what should you do before creating great content? Here are a few steps to get you started:
- Define your audience: Before you create any content, you need to know who you’re creating it for. Spend some time researching your target audience and figuring out what they’re interested in.
- Determine your goals: What do you want to achieve with your content? Are you trying to build brand awareness, generate leads, or drive sales? Your goals will impact your content type and how you market it.
- Develop a content strategy: Once you know your audience and goals, it’s time to develop a plan for your content. This should include what types of content you’ll create, how often you’ll create it, and how to promote it.
- Create a marketing plan: Finally, it’s time to figure out how you will promote your content. This might include social media marketing, email marketing, paid advertising, or influencer outreach. Whatever tactics you choose, ensure they align with your audience and goals.