The opposite of love isn’t hate, it’s indifference. And to marketers competing for increasingly inundated audiences, that’s a death knell.
That message kicked things off as our lead strategist Christian Hicks presented at a recent AMA PDX luncheon at Bridgeport Brewery in NW Portland. His talk, “Five Keys to Effective Content Strategy,” outlined principles every marketer should consider when crafting a content strategy:
- Have a clear editorial mission.
- Know your audience inside and out.
- Map the audience journey.
- Tell an integrated story.
- Focus on life cycles, not deliverables.
“Content strategy gives brands a reason to be loved,” Christian said. “It creates opportunities to express powerful ideas and to tell a story that builds over time to deepen engagement with your brand.”
Now the rest of Portland knows why we love Christian and his sharp strategic thinking.
