Content Marketing Playbook… Ideas on how to connect with customers

December 2, 2009

Last week I blogged about our forum on Content Marketing that we held for the management teams of expansion stage software companies we invest growth capital in.

I included a link to Joe Pulizzi’s Junta42 website for those of you who are thinking about content marketing strategies for your companies as a way to generate more awareness about your products and services and ultimately to drive more revenue.

Often time’s companies decide they want to execute a content marketing strategy but are challenged with where to start or how to expand their strategy and execution over time.

Junta42’s website is not only a great place to help you think about a strategy but also has a great playbook with ideas on how to connect with your customers. I have included the link to their Content Marketing Playbook below.

My recommendation to companies looking to start a content marketing effort is;

1.) Start small… this takes resources and dedication so don’t think too big.
2.) Make sure the content is relevant to your target base… otherwise you are wasting your time.
3.) Update the content religiously on a regular schedule. Daily, weekly, bi weekly or monthly,
whichever is appropriate. The more frequently the better… remember this takes resources
and dedication if you want to be successful… see number 1 again.
4.) Measure the results and iterate… learn as you go.
5.) Expand your content strategy over time look to cover all the channels your customers visit or
look to for information and guidance.

Good luck and all the best!


Venture Partner

<strong>George Roberts</strong> is a Venture Partner at OpenView. He enjoys partnering with companies and helping them achieve their goals through strategy, focus and operational execution. From 1990 to 2003, George spent 13 years at Oracle Corporation, most recently having served as Executive Vice President of North American Sales. While at Oracle, George was responsible for over $1 billion in revenue and more than 2,000 employees, reporting directly to the company’s CEO and Chairman, Larry Ellison.