Video: Your Content Needs a Strategy

Tara Hunt

Tara Hunt

Tara Hunt, CEO of Truly, has over 20 years experience in market research and strategy on both client and agency side. She wrote one of the first books on how the social web is changing business, was named one of 2013's Entrepreneurial Women to Watch by Entrepreneur Magazine and one of the Most Influential Women in Technology in Fast Company. She has built an engaged and enthusiastic business audience online of over 345,000 followers, including a significant number of thought leaders. Tara combines a data-centric with a human-centric approach to building an audience, leaning heavily on insights into consumer patterns and behaviors while keeping an eye on online trends and changing expectations.

Share this post:

Share on facebook
Share on google
Share on twitter
Share on linkedin

I’ve previously talked about the plethora of terrible, same same, bland, regurgitated content that tries to pass itself off as branded content, pointing out that much of the reason it exists is that brands aren’t willing to take the time to dive into the research and insights and build a strategy beforehand.

I put a good part of the blame on the agencies who are not only willing to compromise on strategy to get the gig but those who add “content marketing” as a line item to their offerings without having any inkling that there should be a strategy behind it.

In this video, I show a high-level overview of our research and insights process. It comes down to two simple questions: a. who is the audience? b. what are your goals? Seems simple, right? Well…

In the video, I don’t only talk about the research and insights, but how this turns into a strategy AND give two examples of two clients who work at THE SAME FIRM who have very different approaches to content, even when some of the subjects are the same.

You can find Nancy Graham’s channel here and Ben Felix’s channel here.

More to explore:

Leave a Reply

Your email address will not be published. Required fields are marked *