The Four C's of Content Marketing

Michael Dortch on the CMO Site outlines the goal of the four C's of online content marketing, as well as questions to ask yourself about your preparedness.

Content
Goal: Create or find quality content, including landing pages and email copy.
Questions:

• Can IT support content creation and management tools?
• Can IT and Legal provide security and protection for you company's intellectual property?
• Are you using multiple tools? Can IT measure their adoption and effectiveness?
• Are channel and other marketing partners able to share content easily and securely?

Conversation
Goal: Support conversation on multiple social networks, and manage each interaction across multiple platforms.
Questions:

• Have you (with IT and Legal) developed and deployed policies for protecting your company's reputation and private information on social networks?
• How are you measuring the effectiveness and updating these policies?

Consistency
Goal: Make content and conversations compelling regardless of platform.
Questions:

• Are you committed to delivering optimal experiences to every user, regardless of platform?
• Have you developed a strategy for doing so with IT?
• Have you decided with Legal how to protect, track and manage access to corporate IP across all user platforms?
• How does your website and marketing content look on smartphones and tablets? How do your competitors' look?

Conversion
Goal: Turn marketing content into more customers, leads, revenues, profit, and positive perception.
Questions:

• Are you able to pull valuable data from your content and online experience management solutions? Are you able to turn that data into useful analysis and reports?
• How will senior management get and give the best information to drive company decisions?

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