Michael Parness
Outward Hound

During a recent CMO Club Virtual Roundtable, my team and I led a discussion on how we leverage social media to create and deliver great content on a limited budget. When done correctly, this is the Holy Grail of content marketing, as it effectively engages both influencers and consumers – while building a brand voice that is both authentic and relevant to the very people we serve. Below, we’ve shared the 10 Commandments of Content Marketing that we use in our day-to-day strategy.

1. Identify your audience

  • Which social networks are they on?
  • What are the best ways to target them?
  • What are their interests (aside from your industry)?

2. But First, Benchmark…

  • Before you begin, back up and dive into past campaigns to uncover what worked, what didn’t and what others in your industry are doing well.

3. Understand Your Brand Identity and Purpose

  • How will you portray your voice across digital media?
  • How does this content and/or campaign help your brand awareness?
  • What do you hope to gain from this campaign and/or content?

4. Outline Your Goals Before You Begin

  • Narrow down the result you want to drive actions that will move you closer to that goal.
  • Create clarity across your team.

5. Think Quantity And Quality

  • Look for partnerships outside your industry who can deliver on a reliable schedule.
  • Be sure they can deliver with the same quality you’d be proud to share yourself.

6. Authenticity Matters

  • Seek partners who already reflect your brand, vision and values before you approach them.
  • Remember: your brand image is always how customers will see you first.

7. Test, Test, Test

  • Take learnings from all content and campaigns and grow from them each time.
  • A/B test until you land on a consistent idea of what proves to be resonating with your audience.

8. Let Influencers Influence

  • Micro or Macro, find influencers that can drive awareness to your brand.
  • Let them use their networks to engage new fans, customers and reviews.

9. Get Scrappy

  • Before immediately outsourcing projects, look to see how you can move them in-house to save time and big bucks!

10. Never Compromise Your Integrity for Engagement

  • Especially with partnerships, outline contracts and be clear on your goals from the get-go.
  • Have the “tough conversations” that need to be had if your contract, vision and brand is not being upheld.