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Finding a way to tie it all together is a bit straightforward when you're a one-man or one-woman show, but when you're running enterprise-level content marketing campaigns, things get much more complex. With so many different internal and external stakeholders, creating and promoting content across multiple platforms, targeting diverse audiences, it becomes even more critical to build cohesiveness in the process. Here's how to do it, based on best practices I've learned from running content campaigns for online marketing gurus: How to Integrate Cohesion into Your Content Marketing Process Developing a cohesive content marketing campaign or strategy begins at the initial planning stages and continues throughout the creative and promotion process, including the reporting and analysis aspects.

Advertising Continue reading below But keep in mind that although content strategy means different things to various groups both hair masking service internally (your project's stakeholders) and externally (your target audience), in the end it all has to merge into a complete brand identity. It includes your visual identity (logo, color scheme, typeface) and your voice (tone, name, slogan, slogan, vocabulary). Together, they represent how you want to be seen by your customers. Take Pepsi, for example. Its brand identity would be youthful (it's the taste of a new generation, after all), hip and fun. The tricolor logo (red, white and blue are the brand colors) and its empowering message for people to enjoy their youth, all feed into its core identity.

Start with planning A good plan is essentially a map towards your end goal. Start by defining what success looks like, what kind of content placements you're looking for, and generally what you want to accomplish with your content marketing plan. Advertising Continue reading below This includes budgeting and allocating resources for content marketing, and being realistic about what you need to work with. Perhaps most importantly, it also includes creating a set of guidelines or standards that your team can work with across departments and channels. A brand style guide is essential for cohesive content.