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There’s a lot of work you should be doing before laying out an editorial calendar or devising a content and distribution strategy.
You need insight into your target audience: who exactly they are, where they’re talking, who they listen to and trust, and how they’re consuming information.
This audience intelligence informs everything about your content and distribution strategy, allowing you to be more efficient and confident in your messaging.
Instead of casting your fishing line and crossing your fingers for a bite, you can go directly to the fish with the perfect bait.
When you can meet that target audience where they naturally are and offer them what they’re looking for – whether it’s directly related to your business or not – you gain something valuable: a real relationship.
In my most recent post on the i.e. network Elevate blog, I explain how to get there with those all-important consumers … and why this strategy can propel your brand to real wins.
Be informed: A changing landscape for access to user data?
Lisa Lacy at AdWeek examines what would happen if the user data that powers so many apps and websites suddenly became off-limits to developers and advertisers.
Key engagement: Connecting with Gen Z
It seems like we’ve just started to figure out millennials, but it’s already time to worry about the up-and-comers younger than them. Here’s Jodi Harris at the Content Marketing Institute, with tips on how to engage with Gen Z – a group expected to make up 40 percent of the consumer population by 2020.
From the network: Our award-winning team
Who are the people behind i.e. network’s transformational marketing and communications work? The core is a small group of highly successful content creators, digital analysts and strategists, who have proven capable of producing only the highest quality results.